To ensure that users see the Subscribe and Alert buttons in the Tableau Server toolbar and can receive related emails, do the following:
Configure SMTP and event notifications on Tableau Server: See Set Up a Site for Subscriptions.
Ensure that users have an email address in Tableau Server: Users can update their email address on their account settings page.
Embed database credentials or don't require them: To email data in a view, Tableau Server needs to access the data without user involvement. This can be accomplished by using a workbook with embedded database credentials, a Tableau Server data source or data that doesn't require credentials (such as a file that's included with the workbook at publish time).
Ensure that users can access needed workbooks and views: Access to workbooks and views on the server is controlled by the View permission. To receive images of content in email messages, users also need the Download Image/PDF permission. For more information, see Permissions.
Avoid trusted authentication for embedded views: If you use restricted tickets (the default) to render an embedded view, the Subscribe and Alert buttons don't appear.
(Alerts only) Ensure that users can access published data sources with View and Connect capabilities.