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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Webhook

A webhook is an automated message sent from one application to another in real time when a specific event occurs. Webhooks let your email platform react instantly to actions in your store or other tools.

Also known as: web callback, HTTP callback

Where an API waits to be asked for data, a webhook pushes data the moment something happens. It's the difference between checking for news and getting a notification—webhooks make integrations real-time.

How do webhooks work?

You give one app a unique URL. When a defined event occurs (a purchase, a form submission), that app instantly sends a data payload—usually JSON—to the URL, which triggers an action in the receiving app.

How are webhooks used in email marketing?

They trigger emails or workflows from external events, sync data between tools in real time, and pass subscriber activity into your platform the instant it happens.

Webhook vs. API

An API is pulled (you request data when you want it); a webhook is pushed (data arrives automatically on an event). They're complementary—many integrations use both.

Related terms

A/B Testing Send-Time Optimization Email Frequency Multivariate Testing Email Service Provider (ESP) API

Related reading from Drip

Set Up a Webhook (Help Center)

Frequently asked questions

What is a webhook?
A webhook is an automated message sent from one application to another in real time when a specific event occurs. It lets your email platform react instantly to actions like a purchase or form submission.
How does a webhook work?
You provide one app with a unique URL. When a defined event happens, that app instantly sends a data payload—usually JSON—to the URL, triggering an action in the receiving application.
What's the difference between a webhook and an API?
An API is pulled—you request data when you want it—while a webhook is pushed, arriving automatically the moment an event occurs. They're complementary, and many integrations use both together.
How are webhooks used in email marketing?
Webhooks trigger emails or automated workflows from external events, sync data between tools in real time, and pass subscriber activity into your platform instantly—enabling responsive, behavior-driven automation.
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