Emailer Types Explained: Adhoc, Recurring, Triggered

Email communication is one of the most effective ways to engage travellers, promote offers, and deliver personalised experiences. Understanding the difference between Ad Hoc, Recurring, and Triggered emails helps you send the right message at the right time.

Below is a guide on how to use each type, when to use them, and best practices for success.

Ad Hoc Emails

Use for: Newsletters, stand-alone emails, special offers, and promotions

What They Are: Ad Hoc emails are one-time campaigns created for a specific purpose. They’re not automated — instead, they’re manually planned, designed, and scheduled.

How to Use Them:

• Plan around key travel seasons: For example, send promotional emails ahead of peak booking times 

• Promote timely offers: Use these to announce flash sales, limited-time discounts, or exclusive travel deals 

• Share updates or inspiration: Send destination guides, travel trend roundups, or new route announcements to inspire bookings

Recurring Emails

Use for: Scheduled emails, either operational emails or regular marketing comms

What They Are: Recurring emails are automated and sent on a regular schedule — for example, weekly, monthly, or quarterly. Operational emails can be triggered by actions such as booking, or being a set time from departure. Recurring Marketing emails keep your audience engaged with consistent updates or tailored travel content.

How to Use Them:

• Create Operational Emails: Booking confirmations and information, 7 days til departure, welcome home emails, follow up to brochure request etc

• Create a regular Recurring Newsletter: Share new packages, destination spotlights, and seasonal deals

• Automate Emails for previous Bookers: Remain top of mind with previous bookers for Anniversary emails, people that booked/travelled within certain timeframes

• Use conditional content to personalise messages

• Schedule them in your emailer

Triggered Emails

Use for: Automated messages triggered by a user action (e.g., form submissions, brochure requests, sign-ups, or preference updates)

What They Are: Triggered emails are event-based — they’re sent automatically when a traveller performs a specific action. These rely on Radar API integrations to deliver instant, personalised responses.

How to Use Them:

• Contact form submissions: When a traveller requests more information, send a confirmation email immediately

• Newsletter sign-ups: Send a welcome email series introducing your brand, destinations, and most popular travel offers

• Preference Centre updates: When users update their interests, automatically send tailored recommendations or thank-you messages

If you'd like any more information or advice on which email campaign type to set up, or help with setting up a certain trigger or scheduled email, please raise it as a Freshdesk ticket and our team can advise further.