What is Triggered Email and Why You need it?

What is a Triggered Email?

A triggered email is an automated email or an email series that is sent when a predefined trigger event happens. A trigger action can be website interaction, a milestone reached, a purchase, etc. You chose it when setting up your trigger campaign.

Why You Need Triggered Emails?

Let’s talk about the benefits of triggered email marketing. 

It not only saves your time but also:

  • Helps nurture leads with personalized emails – Email automation lets you align your messages to the buyer’s journey. A triggered email is a reaction to their needs and buying habits. It’s relevant and timely, unlike blanket promotional emails.
  • Improves open rates – Better personalization means higher engagement.
  • Uses every opportunity that people might miss manually – Keeping track of what people do on your site and reaching them on time is impossible without automation.
  • Boosts sales – Companies using automation get 53% more conversions.

And that’s not all. Email marketing automation serves many more business objectives. 43% of marketers use it to improve productivity, while 37% of companies also expect automated campaigns to be easier to measure.

Types of Triggered emails

The available triggers you can use in your eCommerce campaigns are almost countless. Let’s start with the categories those trigger events fall in.

Behavior-based triggers

These are your contacts’ actions or inactions that you can use to trigger a response. What pages they visit on your site, what products they look at, add to cart or abandon, if they read your blog and emails, what promotions they buy — these are all behaviors you can use to drive extra sales with triggered emails.

Demographic-based triggers

These triggers are based on the information stored in your customer profiles like birthday, location, device type. The most obvious example is a birthday-triggered email that each of your registered users gets individually.

Time-based triggers

These are triggered you define like subscription expiration dates, time to reorder, client anniversaries, etc. They offer even more opportunities to engage customers with meaningful offers instead of spamming them all the time.

Some common use cases for triggered emails include:

  • Product View Abandonment – If a customer browses a particular item on a mobile app but ultimately doesn’t purchase it, a triggered email highlighting the viewed product (and other recommended items) would re-engage them after exiting the mobile app.
  • Cart Abandonment – Shopping cart abandonment is a serious issue for many eCommerce businesses where a customer adds items to their shopping cart but leaves without completing a purchase. You can trigger a cart abandonment email to try and recover them to complete their checkout process.
  • Order Confirmation – Order confirmation emails are sent after a customer’s purchase order is confirmed and finalized. Set the email trigger upon purchase completion and deliver order information, relevant shipping details, and more.

With triggered emails, businesses can engage their customers with the right message at the right time to provide a great customer experience.

Advantages

  • Build trust – Trigger emails are a dialogue in a way: users take some action, and in response, they receive an email. Trigger emails move subscribers towards further communication and deeper relationships.
  • Fulfill customers’ expectations – As email marketing evolves, subscribers now expect that placing an order, booking a room, subscribing, and other actions will be followed by an email. Trigger emails lead customers down the sales funnel. And compared to regular promotional emails, trigger emails show higher open rates.
  • Inform well – Trigger emails are an excellent way to let people know that their booking or subscription process is going well or if there are any issues. For instance, when people order sneakers from an online sports store, they receive an email, which confirms that the money transfer was successful and provides a link to track the shipment.
  • Increase customer retention – It is cheaper to keep an existing customer engaged than it is to search for a new one. Trigger emails are a crucial tool to reach this goal with reactivation emails.

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