The quality of automation is bounded by the quality of the events feeding it. Reliable triggers make journeys feel personal.
Mistake 1: Using email address as the only identifier when users change it#
Why it hurts: this undermines email automation triggers at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: List the events your product or store already emits.
Mistake 2: No retry logic for failed webhook deliveries#
Why it hurts: this undermines email automation triggers at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Send them to your ESP via webhook or native integration with a stable contact identifier.
Frequently asked questions#
Webhook vs API polling for email automation?
Webhooks are real-time and cheaper. Use polling only as a fallback reconciliation.