The quality of automation is bounded by the quality of the events feeding it. Reliable triggers make journeys feel personal.
How to implement email automation triggers#
- List the events your product or store already emits.
- Send them to your ESP via webhook or native integration with a stable contact identifier.
- Deduplicate and validate payloads before they enter automations.
- Monitor for silent failures: a broken webhook stops journeys without errors.
How to verify it worked#
Send a test message to seed mailboxes at Gmail, Outlook, and Yahoo, then inspect the Authentication-Results and delivery headers. Repeat after any DNS or sending-platform change.
Common mistakes#
- Using email address as the only identifier when users change it.
- No retry logic for failed webhook deliveries.
Frequently asked questions#
Webhook vs API polling for email automation?
Webhooks are real-time and cheaper. Use polling only as a fallback reconciliation.