diff --git a/pkg/services/alerting/notifier.go b/pkg/services/alerting/notifier.go
index 363a156c5ec..a3d016211c3 100644
--- a/pkg/services/alerting/notifier.go
+++ b/pkg/services/alerting/notifier.go
@@ -1,6 +1,7 @@
 package alerting
 
 import (
+	"context"
 	"errors"
 	"fmt"
 	"time"
@@ -59,23 +60,39 @@ func (n *notificationService) SendIfNeeded(context *EvalContext) error {
 	return n.sendNotifications(context, notifiers)
 }
 
-func (n *notificationService) sendNotifications(context *EvalContext, notifiers []Notifier) error {
-	g, _ := errgroup.WithContext(context.Ctx)
+func (n *notificationService) sendNotifications(evalContext *EvalContext, notifiers []Notifier) error {
+	g, _ := errgroup.WithContext(evalContext.Ctx)
 
 	for _, notifier := range notifiers {
 		not := notifier //avoid updating scope variable in go routine
-		n.log.Debug("Sending notification", "type", not.GetType(), "id", not.GetNotifierId(), "isDefault", not.GetIsDefault())
-		metrics.M_Alerting_Notification_Sent.WithLabelValues(not.GetType()).Inc()
+
 		g.Go(func() error {
-			success := not.Notify(context) == nil
-			cmd := &m.RecordNotificationJournalCommand{
-				OrgId:      context.Rule.OrgId,
-				AlertId:    context.Rule.Id,
-				NotifierId: not.GetNotifierId(),
-				SentAt:     time.Now(),
-				Success:    success,
-			}
-			return bus.Dispatch(cmd)
+			return bus.InTransaction(evalContext.Ctx, func(ctx context.Context) error {
+				n.log.Debug("trying to send notification", "id", not.GetNotifierId())
+
+				// Verify that we can send the notification again
+				// but this time within the same transaction.
+				if !evalContext.IsTestRun && !not.ShouldNotify(evalContext) {
+					return nil
+				}
+
+				n.log.Debug("Sending notification", "type", not.GetType(), "id", not.GetNotifierId(), "isDefault", not.GetIsDefault())
+				metrics.M_Alerting_Notification_Sent.WithLabelValues(not.GetType()).Inc()
+
+				//send notification
+				success := not.Notify(evalContext) == nil
+
+				//write result to db.
+				cmd := &m.RecordNotificationJournalCommand{
+					OrgId:      evalContext.Rule.OrgId,
+					AlertId:    evalContext.Rule.Id,
+					NotifierId: not.GetNotifierId(),
+					SentAt:     time.Now(),
+					Success:    success,
+				}
+
+				return bus.DispatchCtx(evalContext.Ctx, cmd)
+			})
 		})
 	}
 
@@ -118,7 +135,7 @@ func (n *notificationService) uploadImage(context *EvalContext) (err error) {
 	return nil
 }
 
-func (n *notificationService) getNeededNotifiers(orgId int64, notificationIds []int64, context *EvalContext) (NotifierSlice, error) {
+func (n *notificationService) getNeededNotifiers(orgId int64, notificationIds []int64, evalContext *EvalContext) (NotifierSlice, error) {
 	query := &m.GetAlertNotificationsToSendQuery{OrgId: orgId, Ids: notificationIds}
 
 	if err := bus.Dispatch(query); err != nil {
@@ -132,7 +149,7 @@ func (n *notificationService) getNeededNotifiers(orgId int64, notificationIds []
 			return nil, err
 		}
 
-		if not.ShouldNotify(context) {
+		if not.ShouldNotify(evalContext) {
 			result = append(result, not)
 		}
 	}
diff --git a/pkg/services/alerting/notifiers/base.go b/pkg/services/alerting/notifiers/base.go
index d8cb740daa1..8450816f97e 100644
--- a/pkg/services/alerting/notifiers/base.go
+++ b/pkg/services/alerting/notifiers/base.go
@@ -73,11 +73,15 @@ func (n *NotifierBase) ShouldNotify(c *alerting.EvalContext) bool {
 		NotifierId: n.Id,
 	}
 
-	if err := bus.Dispatch(cmd); err != nil {
+	if err := bus.DispatchCtx(c.Ctx, cmd); err != nil {
 		n.log.Error("Could not determine last time alert notifier fired", "Alert name", c.Rule.Name, "Error", err)
 		return false
 	}
 
+	if !cmd.Result.Success {
+		return true
+	}
+
 	return defaultShouldNotify(c, n.SendReminder, n.Frequency, &cmd.Result.SentAt)
 }