Event-Based Email Triggers: Signup, Inactive, Paid, Cancel
Complete guide to setting up event-based email triggers that respond to user behavior in real-time.
Understanding Event-Based Triggers
Event-based emails are triggered by specific user actions rather than arbitrary schedules. They're more relevant and get better results.
The Four Core Triggers
1. Signup Trigger
Fires when a new user creates an account. Use it for:
- Welcome messages
- Getting started guides
- Offering help or a demo call
2. Inactive Trigger
Fires when a user hasn't taken expected actions. Use it for:
- Checking if they're stuck
- Offering assistance
- Sharing helpful resources
3. Paid Trigger
Fires when a user makes a payment. Use it for:
- Thank you messages
- Upgrade congratulations
- Asking for feedback or reviews
4. Cancel Trigger
Fires when a user cancels or downgrades. Use it for:
- Graceful goodbye messages
- Exit surveys
- Win-back offers
Setting Up Your Triggers
- Connect your data source (Stripe, Segment, Webhook, API)
- Define the event that should trigger the email
- Set any delays if you don't want immediate sending
- Write your email with personalization tokens
- Test thoroughly before going live
Combining Triggers
The real power comes from combining triggers with conditions. For example:
- If user signed up AND hasn't activated in 24h → Send nudge
- If user paid AND is on enterprise plan → Send personalized thank you
