Definition
A triggered sequence is an email or series of emails that automatically sends when a defined condition is met. The trigger can be an action the subscriber takes (clicks a link, purchases a product, signs up for a trial) or inaction (does not open emails for 60 days, abandons a cart).
Triggered sequences are distinct from scheduled automations (welcome series sent on a fixed schedule after sign-up) in that they respond to ongoing behaviour rather than a single initial event. This makes triggered sequences highly relevant — each email is a direct response to something the subscriber has done.
Common Trigger Types
| Trigger Type | Example | Resulting Sequence |
|---|---|---|
| Click trigger | Subscriber clicks "pricing" link | Pricing follow-up with case studies |
| Browse trigger | Visits product page 3 times | Product-specific recommendation email |
| Purchase trigger | Buys a specific product | Cross-sell or replenishment sequence |
| Inactivity trigger | No opens in 90 days | Re-engagement sequence |
| Event trigger | Attends webinar | Webinar follow-up sequence |
| Date trigger | Birthday or anniversary | Personalised offer email |
Best Practices
- Define clear trigger conditions — vague triggers create irrelevant sequences
- Set appropriate delays — immediate sends for urgency, delayed sends for nurture
- Include suppression rules to prevent triggered sequences from conflicting with other automations
- Combine multiple triggers for more precise targeting (e.g., "visited pricing page AND did not purchase")
- Monitor triggered sequence volume to prevent over-messaging
- Test triggers thoroughly before going live — false triggers damage reputation
- Review sequence performance regularly and adjust trigger conditions based on results
Related Glossary Terms
Frequently Asked Questions
A triggered sequence responds to specific subscriber behaviour. A drip campaign delivers pre-scheduled emails on a fixed timeline after an initial event, regardless of ongoing behaviour. Triggered sequences are more responsive and relevant, while drip campaigns are more predictable and easier to build.
Start with high-intent triggers — cart abandonment, pricing page visits, trial sign-ups, inactivity. Each additional trigger should correspond to a meaningful subscriber behaviour that warrants a response. Too many triggers create email fatigue and complex automation logic that is hard to maintain.