Castlight's chief research and development officer, Jonathan Rende said this information would trigger emails to the female employee in question offering advice on choosing an obstetrician and prenatal care.
Meanwhile, the client gives Triggermail the copy for emails, and Triggermail returns with the five best triggered emails that brand should send.
Fayez Mohamood and Mahmoud Arram started Triggermail to help ecommerce companies send their customers relevant triggered emails in a similar fashion to Amazon's personalized email service.
For those of you who don't have a degree in marketing, triggered emails are marketing emails that are sent after a certain event (or trigger) like your birthday, 90 days passing since you've visited the site, or your purchase of a product on the web site.
First there was the massive Change.org petition started in early 2014 calling for legalisation of medical cannabis, each signature triggering an email to Jillian Skinner.
Triggered email tethers LinkedIn's 364-plus million users to the site by connecting with them via titillating communication – if someone looks at their profile, if job opportunities matching their current role materialize, or any number of automated and triggered criteria that result in an email.
Also, a personal handwritten mailed note shows you have taken the time versus a quick trigger email and that you truly want to work with the selected organization.
"If you send a thanks-but-no-thanks mail," says one dater, "it often triggers another email, pointing out that you should be interested in them because of X, Y and Z".
When you subscribe to the (£1-a-week) site, you are asked a series of questions – height, weight, previous highest and lowest weights, history of weight gain within the family, and the weight you wish to be – which triggers an email from Dukan.
That reporting triggers an email to the poster with support information from the National Suicide Prevention Lifeline.
