{"id":20742,"date":"2022-02-14T00:00:00","date_gmt":"2022-02-14T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/programa-de-e-mail-acionado-por-gatilhos\/"},"modified":"2026-09-15T10:04:20","modified_gmt":"2026-09-15T10:04:20","slug":"programa-de-e-mail-acionado-por-gatilhos","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/pt\/blog\/email\/programa-de-e-mail-acionado-por-gatilhos\/","title":{"rendered":"Como criar um programa de e-mail de sucesso acionado por gatilhos"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">When you\u2019re creating an app or SaaS product, it\u2019s important to include a triggered email program as part of your development process. Think you can just include basic emails like account verification, password reset, and purchase receipts and call it a day? Think again, my friend.<\/p>\n\n<p class=\"wp-block-paragraph\">These transactional emails are integral to your product\u2019s usability, of course, but there\u2019s a wide array of other automated emails that you should consider sending that improve user experience, <a href=\"https:\/\/www.mailgun.com\/pt\/email-marketing\/mailjet\/\" target=\"_tabs\" rel=\"noopener noreferrer\">support marketing efforts<\/a>, and reduce customer service tickets.<\/p>\n\n<p class=\"wp-block-paragraph\">As a software developer, you may not think triggered emails for marketing, onboarding, retention, and engagement are really part of the scope of your work. If you\u2019re working with a larger company that has a marketing and customer service department, you\u2019ll still need an understanding of the fundamentals of a comprehensive triggered email program so that you can support those departments in their goals.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">If you\u2019re working on a small team with limited resources, it\u2019s even more critical that you learn <b>how to implement a triggered email strategy<\/b> to automate as much as possible. By automating communication with your users, you\u2019ll save time, increase revenue, and encourage more engagement.<\/p>\n\n<p class=\"wp-block-paragraph\">In this article we\u2019ll answer:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>What is a triggered email?<\/li>\n\n\n\n<li>What is a triggered email program?<\/li>\n\n\n\n<li>What are some common triggered email campaigns?<\/li>\n\n\n\n<li>What are the benefits of using triggered emails?<\/li>\n\n\n\n<li>How to create a successful triggered email program<\/li>\n<\/ul>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-4722\"><p class=\"h5 m-0\" id=\"toc-title-4722\">\u00cdndice<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-is-a-triggered-email\">What is a triggered email?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-is-a-triggered-email-program\">What is a triggered email program?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#what-are-some-common-triggered-emails\">What are some common triggered emails?<\/a><a class=\"scrollme link-body-color\" href=\"#transactional-emails\">Transactional emails<\/a><a class=\"scrollme link-body-color\" href=\"#free-trial-notifications\">Free trial notifications<\/a><a class=\"scrollme link-body-color\" href=\"#user-onboarding-emails\">User onboarding emails<\/a><a class=\"scrollme link-body-color\" href=\"#customer-retention-emails\">Customer retention emails<\/a><a class=\"scrollme link-body-color\" href=\"#user-re-engagement-emails\">User re-engagement emails<\/a><a class=\"scrollme link-body-color\" href=\"#review-requests\">Review requests<\/a><a class=\"scrollme link-body-color\" href=\"#abandoned-cart-emails\">Abandoned cart emails<\/a><a class=\"scrollme link-body-color\" href=\"#lead-generation-emails\">Lead generation emails<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-to-create-a-successful-triggered-email-program\">How to create a successful triggered email program<\/a><a class=\"scrollme link-body-color\" href=\"#can-i-outsource-my-triggered-email-strategy-or-do-i-need-to-create-one-on-my-own\">Can I outsource my triggered email strategy or do I need to create one on my own?<\/a><a class=\"scrollme link-body-color\" href=\"#what-do-my-users-need\">What do my users need?<\/a><a class=\"scrollme link-body-color\" href=\"#what-types-of-triggered-emails-would-save-time-and-money\">What types of triggered emails would save time and money?<\/a><a class=\"scrollme link-body-color\" href=\"#which-triggered-emails-would-be-easiest-and-most-important-to-create-first\">Which triggered emails would be easiest and most important to create first?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#create-your-triggered-email-program-today\">Create your triggered email program today<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">What is a triggered email?<\/h2>\n\n<p class=\"wp-block-paragraph\">If you\u2019ve ever bought anything online, you\u2019ve experienced a triggered email. Triggered emails, also referred to as \u201cconditional emails\u201d or \u201cevent-based emails,\u201d are automatically sent when certain events occur or conditions are met. So when you get a receipt for a purchase, an abandoned cart email, or a subscription renewal reminder \u2013\u00a0these are all triggered emails.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\">What is a triggered email program?<\/h2>\n\n<p class=\"wp-block-paragraph\">A <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/usando-dados-criar-melhores-campanhas-e-mail-acionadas\/\" target=\"_tabs\" rel=\"noopener noreferrer\">triggered email program<\/a> is a strategic series of automated, event-based emails that help to support your product and promote user re-engagement. Your program will be specific to your application, but usually consists of a mix of transactional, onboarding, marketing, and nudge emails.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you\u2019ve created a fitness tracker app. You might send the following emails:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>A free trial sign-up confirmation email (transactional)<\/li>\n\n\n\n<li>A series of emails that prompt the user to fill out their profile or do a particular workout (onboarding)\u00a0<\/li>\n\n\n\n<li>A reminder email that the free trial is about to expire (transactional)<\/li>\n\n\n\n<li>An email suggesting an account upgrade after an account has been active for a certain period of time (marketing)<\/li>\n\n\n\n<li>Notification emails letting the user know when they\u2019ve reached certain milestones in their fitness journey and showing how close they are to the next goal (nudge)<\/li>\n\n\n\n<li>Emails reminding the user when they haven\u2019t worked out in a few days or weeks and encouraging them to do another workout (nudge)<\/li>\n\n\n\n<li>Review requests that are sent after a user has tracked their workouts for a specific number of days (marketing)<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Each of these is a triggered email, and they all work together strategically to onboard a new user, boost revenue, and encourage engagement with the app.<\/p>\n\n<h2 class=\"wp-block-heading\">What are some common triggered emails?<\/h2>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/usando-dados-criar-melhores-campanhas-e-mail-acionadas\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Triggered emails leverage user data<\/a> to send tailored messages to the user at the right time, but they don\u2019t always adhere strictly to one category. They can \u2013 and often do \u2013\u00a0overlap. You can create transactional emails that also provide some marketing benefit, onboarding emails that help with customer retention, and review request emails that improve lead generation. So just keep in mind that while we\u2019ve divided these types of emails into categories, triggered emails can serve multiple purposes.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4117\" width=\"813\" height=\"266\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/image1.png\" alt=\"image1\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/image1.png 813w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/image1-300x98.png 300w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/image1-768x251.png 768w\" sizes=\"(max-width: 813px) 100vw, 813px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">Transactional emails<\/h3>\n\n<p class=\"wp-block-paragraph\">As a developer, you might be most familiar with implementing <a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/plataforma-de-e-mail-transacional\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><u>transactional emails<\/u><\/a>. These emails are triggered by activity like purchases, form submissions, or subscription expirations. Examples include:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Purchase confirmations<\/li>\n\n\n\n<li>Account verifications<\/li>\n\n\n\n<li>Password reset instructions<\/li>\n\n\n\n<li>Form submission confirmations<\/li>\n\n\n\n<li>Subscription renewal notifications<\/li>\n\n\n\n<li>Credit card expiration notifications<\/li>\n\n\n\n<li>Free trial expirations notifications<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Free trial notifications<\/h3>\n\n<p class=\"wp-block-paragraph\">Even though a free trial expiration notification is a transactional email, it also serves a marketing purpose by giving users a chance to upgrade. They may have enjoyed your product so much that instead of automatically enrolling into your basic plan, they might be easily convinced to upgrade to a premium plan.<\/p>\n\n<p class=\"wp-block-paragraph\">You can also set them up as a series of emails that warn the recipient their free trial is coming to an end. By including plan information and options in your free trial expiration notification emails, you can boost sales.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">User onboarding emails<\/h3>\n\n<p class=\"wp-block-paragraph\">User onboarding emails are great for retention, reducing customer service tickets, and improving overall user experience. By automating the process in consistent, organized steps, you\u2019ll make onboarding clearer and your account management process more efficient.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Many apps and SaaS products will use <b>in-app prompts and\/or push notifications<\/b> to walk a user through onboarding. While these are incredibly useful, some people may quickly click through prompts without reading them or even turn off push notifications altogether. Using <a href=\"https:\/\/www.mailjet.com\/blog\/email-best-practices\/how-to-deliver-the-best-customer-onboarding-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">onboarding emails<\/a> \u2013 in addition to in-app prompts and push notifications \u2013 can help ensure that your users get the information they need.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">For instance, if you\u2019re developing a client portal software for accountants, onboarding emails would be pretty easy to develop because there are specific pieces of information that the accountants will need from their clients. Triggering emails that request documents be uploaded, forms signed, and invoices paid, would all be useful automations.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">But what if your software doesn\u2019t require a lot of personal information or rely on a multi-step onboarding process? You can still take advantage of <b>onboarding-style emails to help users learn more<\/b> about and get the most out of your software. You may just need to be a little more creative in your approach.<\/p>\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you\u2019re creating a plant identification app. You could send onboarding-style emails that help users learn how to take the best photos for the most accurate identification, inform them of any special features or rewards they can unlock, and show them how to share their plant collection with friends.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Onboarding-style emails give you extra space to explain features in detail that you may not be able to do as comprehensively using in-app prompts. They can also help with user engagement and marketing by bringing people back to the app to test out a feature or upgrade their subscription.\u00a0<\/p>\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-4240\" width=\"556\" height=\"406\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/image2.png\" alt=\"image2\" srcset=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/image2.png 556w, https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/image2-300x219.png 300w\" sizes=\"(max-width: 556px) 100vw, 556px\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\">Customer retention emails<\/h3>\n\n<p class=\"wp-block-paragraph\">Customer retention emails can be proactive or reactive. You can use them proactively to offer rewards for users who have maintained a subscription for a certain length of time or who have a history of high interaction with your app. You can set the benchmark and, when it\u2019s reached, send users a reward.<\/p>\n\n<p class=\"wp-block-paragraph\">Reactively, you can trigger emails when someone cancels their subscription or fails to renew a license. You might offer them a renewal discount to try to win them back. If that fails, you can send an email survey asking them why they chose to terminate their subscription. These surveys can help you gather useful information on areas where your product may need improvement.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">User re-engagement emails<\/h3>\n\n<p class=\"wp-block-paragraph\">If someone doesn\u2019t complete an onboarding process or hasn\u2019t used your app in a while, you\u2019ll want to prompt them to come back and complete unfinished tasks or give them an incentive to log in to your app again. Include links to additional help docs or customer service in case the reason a user hasn\u2019t engaged in a while is due to problems they\u2019re experiencing.<\/p>\n\n<p class=\"wp-block-paragraph\">Don\u2019t forget to also offer incentives when crafting your re-engagement emails. Reminding users that they\u2019ve missed a deadline for uploading a file or filling out a form is probably an incentive in and of itself. But if you\u2019re just trying to get users to log back on to your app and engage, then you may need to include some kind of offer. For instance, you might offer to unlock a bonus level or give a free hint.<\/p>\n\n<h3 class=\"wp-block-heading\">Review requests<\/h3>\n\n<p class=\"wp-block-paragraph\">Most ecommerce sites will send out triggered emails requesting reviews based on physical products that were purchased. These reviews often go out to anyone and everyone who bought the product. With software and subscription-based products, you can get a little more targeted with your triggered review request emails.<\/p>\n\n<p class=\"wp-block-paragraph\">Instead of sending review requests to everyone, you can send them only to people who have logged in to your software a certain number of times, have accomplished a certain number of tasks, or have been a subscriber for a specific amount of time. When a user has more experience with your product, they\u2019re more likely to leave useful feedback.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">Abandoned cart emails<\/h3>\n\n<p class=\"wp-block-paragraph\">Abandoned cart emails aren\u2019t just for ecommerce websites \u2013 they\u2019re great opportunities for apps and SaaS products, too. They\u2019re one of the easiest triggered emails to set up and can be <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/por-que-e-mails-transacionais-automatizados-sao-essenciais-para-o-seu-crescimento\/\" target=\"_tabs\" rel=\"noopener noreferrer\">highly effective at boosting revenue<\/a>. If you\u2019re not using abandoned cart emails to recover sales lingering in cart purgatory, this should be one of the first things you do.<\/p>\n\n<p class=\"wp-block-paragraph\">You can <a href=\"https:\/\/www.mailjet.com\/blog\/development\/templating-language-tutorials-abandoned-cart-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">set up an abandoned cart triggered email campaign<\/a> to send a customer a reminder to complete their purchase after their cart has been abandoned for a couple of hours. If they still don\u2019t return, send an incentive email offering a small discount.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">Lead generation emails<\/h3>\n\n<p class=\"wp-block-paragraph\">Like abandoned cart emails, <a href=\"https:\/\/www.mailjet.com\/blog\/marketing\/what-to-know-about-lead-nurturing\/\" target=\"_tabs\" rel=\"noopener noreferrer\">lead generation emails<\/a> can be triggered when a user performs a certain action on your website. If they fill out a demo form, visit a pricing page more than once, or spend a certain amount of time on your site, you can trigger automated emails. Include links to product demos, add special offers that might help close a sale, or automatically generate a support ticket in your CRM so that a sales associate can follow up with the visitor directly.<\/p>\n\n<h2 class=\"wp-block-heading\">How to create a successful triggered email program<\/h2>\n\n<p class=\"wp-block-paragraph\">We\u2019ve talked about the different types of triggered emails, but how do you determine which ones you implement and when? Some of this will be highly dependent on the app or SaaS product that you\u2019re creating. You\u2019ll first want to ask yourself a few questions and then create an outline or flowchart that shows each step of your triggered email strategy:<\/p>\n\n<h3 class=\"wp-block-heading\">Can I outsource my triggered email strategy or do I need to create one on my own?<\/h3>\n\n<p class=\"wp-block-paragraph\">If you have a whole marketing, project management, and customer service team at your disposal, they may all have their own ideas for emails that they would like to include as part of a triggered email program. In this case, you\u2019ll want to collaboratively develop a strategy that addresses the urgent or <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/os-beneficios-da-automacao-de-e-mail\/\" target=\"_tabs\" rel=\"noopener noreferrer\">most useful types of email automations<\/a>. If there are more ideas and needs than time, you might want to break up your triggered email program into stages in order of priority.<\/p>\n\n<p class=\"wp-block-paragraph\">If you need to create your triggered email program on your own, keep your scope a little narrower at first to make sure you can tackle only the emails that are most important.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">What do my users need?<\/h3>\n\n<p class=\"wp-block-paragraph\">You are developing your software <i>for<\/i> the user, so supporting that software with triggered emails that help them get the most out of your software is critical. <a href=\"https:\/\/www.mailgun.com\/pt\/blog\/email\/o-que-e-e-mail-transacional-basico\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Transactional emails<\/a> like purchase receipts, account verification, and password resets are important. Consider also including reminder emails for important events like credit card and subscription expiration. Make sure to send a reminder email at least a few days in advance of an expiration so customers have time to update their details.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Your users may also benefit from onboarding emails. If so, map out the specific tasks that need to be included in the onboarding process and determine what triggers should prompt a message.\u00a0<\/p>\n\n<p class=\"wp-block-paragraph\">Think about emails that would help <b>improve the user\u2019s experience<\/b> or encourage them to stay engaged. Sending re-engagement and customer retention emails may make them feel valued and make their experience more enjoyable. You may not need to send more than a couple of these emails to make a difference.<\/p>\n\n<h3 class=\"wp-block-heading\">What types of triggered emails would save time and money?<\/h3>\n\n<p class=\"wp-block-paragraph\">Are there onboarding emails you can send that would help reduce customer service tickets? Instead of having your sales team manually follow up with leads, can this be automated via a triggered email? Are you losing sales due to abandoned carts?\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\">Which triggered emails would be easiest and most important to create first?<\/h3>\n\n<p class=\"wp-block-paragraph\">Once you\u2019ve established the different kinds of triggered emails that would add value to your product, identify which emails are the easiest and most important to implement right away. Transactional, onboarding, and abandoned cart emails should generally take priority, but your needs may vary depending on the product you\u2019re developing.<\/p>\n\n<h2 class=\"wp-block-heading\">Create your triggered email program today<\/h2>\n\n<p class=\"wp-block-paragraph\">The best time to start working on your triggered email program is before you launch your product or app.<\/p>\n\n<p class=\"wp-block-paragraph\">The second best time is now.<\/p>\n\n<p class=\"wp-block-paragraph\">Send transactional and event-based emails with <a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/use-cases\/sending-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Sinch Mailgun<\/a> and set your business up for success. It\u2019s easy to get started and it\u2019s free to sign up!<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_e8e035ce56a466393e47134465fbc40c\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Transactional email services            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_e8e035ce56a466393e47134465fbc40c\">\r\n                Free, intuitive transactional email service            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">Sending transactional emails shouldn\u2019t be hard with the right transaction email service. With an email service provider or simple email service like Mailgun, you can easily send and track your Black Friday emails.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/pt\/solutions\/plataforma-de-e-mail-transacional\/\"  class=\"btn btn-secondary\" >Learn more<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>E-mails acionados por gatilhos melhoram a experi\u00eancia do usu\u00e1rio, apoiam as iniciativas de marketing e reduzem os tickets de atendimento ao cliente. Descubra o que s\u00e3o e quais implementar.<\/p>\n","protected":false},"author":38,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-20742","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como criar um programa de e-mails acionados por gatilhos de sucesso - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"E-mails acionados por gatilhos melhoram a experi\u00eancia do usu\u00e1rio, apoiam as iniciativas de marketing e reduzem os tickets de atendimento ao cliente. 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