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Send Event Emails via Email Automation

This guide wires an Event Management event to an Email Automation flow so registrants receive emails through automation instead of through Transactional Email. Use this path when Transactional Email is not enabled on the account, or when you want richer email logic than the default ticket and payment templates.

For the underlying concept, read Events. For the public-facing landing page setup, read the Event Landing Pages guide.

When to use this path​

Pick Email Automation over Transactional Email when:

  • The account does not have Transactional Email enabled and you do not want to enable it for one event.
  • The post-registration email needs branching logic (different content per ticket type, per coupon, per timing).
  • You want one automation flow that serves multiple events with the same template structure.

If your account does have Transactional Email enabled and the default ticket and payment templates fit, use the standard Event Management email configuration. It is one less moving part.

The pattern​

The integration is a chain of three pieces:

  1. A form that the visitor submits to register for the event.
  2. The same form is used as a Registration API Hook on the event.
  3. The same form is the trigger for an Email Automation flow.

When the visitor submits the form, two things happen in parallel:

  • Event Management records the registration.
  • Email Automation starts the flow that sends the email.

Both depend on the same form. The form is the integration point.

Setup steps​

In the dashboard:

1. Create the form​

  1. Open Mailtarget main app, then Forms.
  2. Create a new form.
  3. Set the form type to For API or API Only. The trigger pattern relies on these types because they expose a programmatic submit endpoint.
  4. Add the columns you need (name, email, ticket type, any custom fields).
  5. Click Publish.

2. Wire the form to the event​

  1. Open Event Management.
  2. Open the event you want to wire.
  3. Open Form Integration.
  4. In the Registration API Hook slot, pick the form you just created.

This tells Event Management that the form is the registration capture for this event. Submissions feed both into the event registrant list and into the Contact Book.

3. Wire the form to Email Automation​

  1. Open Email Automation.
  2. Create a new automation campaign.
  3. Open the Email Automation Composer.
  4. Set the trigger to Form and pick the form you created.
  5. Add the Submit scenario.
  6. Pick Send Email as the action.
  7. Compose the email (or pick a template) that the registrant should receive.
  8. Add an Action of Finish when the flow is complete.

When a visitor submits the form, the automation enters at the trigger, runs the Send Email action, and exits at Finish.

What the registrant experience looks like​

  1. Visitor lands on the event landing page.
  2. Visitor fills the registration form and submits.
  3. Form submit fires.
  4. Event Management adds them to the registrant list.
  5. Email Automation enters the flow on the form trigger.
  6. The Send Email action fires the email you configured.
  7. Visitor receives the email.

End-to-end latency is typically a few seconds. If automation is queued behind other flows, allow up to a minute.

Adding logic to the email​

Because the path goes through Email Automation, you can do more than a single template:

  • Branch by ticket type. Use a Decision step on a custom field to fork into different email content per ticket.
  • Add a delay. Send the welcome email immediately, then a reminder 24 hours before the event.
  • Layer follow-ups. Send a thank-you after the event date, conditional on check-in attendance.

The Email Automation Composer is the surface for any of this. The integration with Event Management is independent of the flow shape downstream of the trigger.

Common gotchas​

  • Form type wrong. If the form is not For API or API Only, the trigger does not fire correctly. Recreate the form with the right type.
  • Two forms used. If you accidentally use one form for the event Registration API Hook and a different form as the automation trigger, the chain breaks. Use the same form for both slots.
  • Automation paused. If the Email Automation campaign is paused or unpublished, registrations are recorded but no email fires. Check the automation status before launching the event.
  • Form publish state. A draft form does not accept submissions. Publish before launching the event.

Next​