A trigger is the event or condition that automatically starts an automated email or workflow — such as a new signup, an abandoned cart, a purchase, or a birthday.
In depth
Triggers are typically event-based (a subscriber does something) or date-based (a fixed date such as an anniversary). The right trigger is what makes automation feel timely and relevant instead of generic.
Example
A cart-abandonment trigger that fires one hour after a shopper leaves items behind. Abandoned-cart emails earn about $3.59 per email sent at a 1.72% conversion rate (Omnisend 2025).
Related terms
See how triggers fit together in our email marketing automation guide.