Triggered emails, also known as behavioural or event-driven emails, are automated messages that are sent to a recipient based on specific actions or events that they take. These emails can range from simple welcome messages to complex abandoned cart reminders, and they are a powerful tool for marketers looking to improve engagement, customer retention, and ultimately, their bottom line.
Here, we’ll explore everything you need to know about trigger emails and where to begin with this marketing tactic.
What are triggered emails?
Triggered emails are defined as “emails that are sent in response to a specific action taken by a subscriber on your website or app.” The idea behind triggered emails is to provide relevant and timely communication to customers based on their behaviour, interests or needs.
Example #1 – welcome emails
One of the most common types of triggered emails is the welcome email. This is an automated message that is sent to new subscribers after they sign up for a newsletter or create an account on a website. Welcome emails are important because they provide an opportunity to introduce your brand, set expectations and encourage engagement from the outset.
Example #2 – abandoned cart reminders
Another popular type of triggered email is the abandoned cart reminder. This is an automated email that is sent to customers who add items to their cart but don’t complete the purchase. Abandoned cart reminders can be highly effective because they remind customers of the products they were interested in and encourage them to complete the purchase.
Other forms of triggered emails
In addition to welcome emails and abandoned cart reminders, there are many other types of triggered emails that can be used to improve engagement and conversion rates. These include:
Post-purchase follow-up emails: Sent after a customer makes a purchase, these emails can be used to provide order confirmation, tracking information and other relevant details.
Re-engagement emails: Sent to customers who haven’t interacted with your brand in a while, these emails can be used to entice customers back with special offers, discounts or other incentives.
Upsell and cross-sell emails: Sent to customers who have made a purchase, these emails can be used to suggest related products or services that the customer may be interested in.
The benefits of triggered emails
Overall, the key to successful triggered emails is relevance. By sending emails that are tailored to the recipient’s behaviour or interests, you can increase engagement, build trust, and ultimately drive conversions. It’s important to carefully consider your audience and their needs, and to use automation tools and analytics to measure the effectiveness of your campaigns.
One of the benefits of triggered emails is that they can be automated, which saves time and resources. Once you’ve set up your triggers and created your email templates, you can sit back and let the system do the work for you. However, it’s important to continually monitor and optimise your campaigns to ensure that they are effective and delivering results.
Triggered emails are a powerful tool for marketers looking to improve engagement and conversion rates. By sending relevant and timely communications, you can build trust, drive sales and grow your business. Whether you’re just getting started with email marketing or looking to optimise your existing campaigns, triggered emails are a must-have strategy.
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