What’s a transactional trigger?

A transactional trigger fires email automation for events that require immediate, service-oriented communication:

Order lifecycle: Purchase confirmation, shipping notification, delivery confirmation, return processed.

Account security: Password reset, login from new device, security alert.

Billing events: Payment received, payment failed, subscription renewed.

Service notifications: Appointment confirmed, reservation updated, ticket issued.

Transactional triggers differ from marketing triggers in several ways:

They respond to explicit user requests or necessary notifications. They are often exempt from marketing compliance rules. They achieve extremely high engagement because recipients expect them.

Transactional triggers fulfill obligations. The customer took an action that requires a response, and the automation delivers it reliably.