Rich triggers are the events that start an automation: a purchase, a presale, a sell-out, an add-on sell-out, a new membership, or a lapsed membership. Instead of building a campaign and hoping someone remembers to send it, the trigger fires the moment the action happens on your account.

This matters because the moments that drive revenue and retention happen constantly and rarely on a schedule. A show sells out at 2am, a membership lapses mid-week, an add-on quietly sells through. Rich triggers mean the follow-up goes out without your team watching for it.