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What are triggered emails?

Triggered emails are automated emails that are sent in response to specific actions or behaviors a subscriber takes, or based on certain predefined criteria. Unlike regular email campaigns, which are typically sent to an entire list on a scheduled basis, triggered emails are personalized and sent automatically when a particular event occurs.

Key Characteristics of Triggered Emails:

1. Automation: Triggered emails are set up in advance and sent automatically when the trigger condition is met. This saves time and ensures timely delivery.
2. Personalization: These emails are often highly personalized because they are based on an individual’s behavior or actions, leading to a more relevant and engaging experience.
3. Timeliness: Triggered emails are sent at the precise moment they are most relevant to the subscriber, increasing the likelihood of interaction and conversion.

Types of Triggered Emails:

1. Welcome Emails:
   • Trigger: When someone subscribes to your email list or registers for an account.
   • Purpose: To introduce your brand, thank the subscriber for joining, and often include a special offer or a discount to encourage a first purchase.
2. Abandoned Cart Emails:
   • Trigger: When a customer adds items to their shopping cart but leaves the site without completing the purchase.
   • Purpose: To remind the customer of the items they left behind, often with an incentive like a discount or free shipping to encourage them to complete the purchase.
3. Post-Purchase Emails:
   • Trigger: After a customer completes a purchase.
   • Purpose: To confirm the order, provide shipping details, and offer recommendations for complementary products or services. This can also include requests for reviews or feedback.
4. Birthday or Anniversary Emails:
   • Trigger: On a subscriber’s birthday or the anniversary of their subscription or first purchase.
   • Purpose: To celebrate the occasion with a special discount or gift. These emails help strengthen customer relationships by showing that you remember and appreciate them.
5. Product or Service Updates:
   • Trigger: When a product or service is updated, restocked, or back in stock.
   • Purpose: To inform subscribers of important changes or updates about a product they’ve shown interest in or previously purchased.
6. Re-engagement Emails:
   • Trigger: When a subscriber has been inactive for a specific period (e.g., hasn’t opened an email or made a purchase in 30 days).
   • Purpose: To re-engage the subscriber with a special offer, a request for feedback, or a reminder of the value your brand offers.
7. Abandoned Form or Survey Emails:
   • Trigger: When a user starts filling out a form or survey but doesn’t complete it.
   • Purpose: To remind the user to complete the action, often including a gentle nudge or incentive (such as a discount for completing the form).
8. Review or Feedback Request Emails:
   • Trigger: After a certain period has passed since a purchase or interaction.
   • Purpose: To ask customers to leave a review or feedback about a product they bought or a service they used. This is important for gathering social proof.
9. Trial Expiry Emails:
   • Trigger: When a user’s free trial period is about to expire.
   • Purpose: To remind the user that their trial is ending and encourage them to subscribe or purchase to continue using the product or service.
10. Event Reminder Emails:
    • Trigger: When a subscriber registers for an event or webinar.
    • Purpose: To remind them of the upcoming event, usually sent a day or an hour before the event starts.

Benefits of Triggered Emails:

1. Higher Engagement:
   • Because triggered emails are sent based on specific actions, they are highly relevant to the recipient, leading to higher open rates, click-through rates, and overall engagement.
2. Increased Conversions:
   • Triggered emails, especially those related to abandoned carts or post-purchase recommendations, are designed to encourage the recipient to take action, resulting in increased sales or desired outcomes.
3. Better Customer Experience:
   • Timely and relevant communication, such as welcome emails, birthday offers, or product updates, enhances the customer experience and fosters a stronger relationship with the brand.
4. Time-Saving:
   • Once set up, triggered emails run automatically, saving time for marketers and allowing for more efficient use of resources.
5. Personalization at Scale:
   • Triggered emails can be personalized based on an individual’s behavior (e.g., product recommendations, past purchases, or browsing activity), helping to provide a more tailored experience for each subscriber.
6. Improved Deliverability:
   • Because triggered emails are based on user activity, they are more likely to be opened and engaged with, which in turn can improve your sender reputation and email deliverability.
7. Increased Customer Retention:
   • By staying in touch with customers at key moments in their journey (e.g., post-purchase follow-ups or re-engagement emails), you can build stronger relationships and encourage repeat business.

How to Set Up Triggered Emails:

1. Use an Email Automation Tool: Most modern email marketing platforms (such as Mailchimp, ActiveCampaign, Klaviyo, and ConvertKit) allow you to set up automated email triggers based on specific conditions, like website behavior or user actions.
2. Define Your Triggers: Decide which actions you want to track and trigger emails from. This could be based on interactions with your website, purchases, or specific dates (like birthdays).
3. Personalize Content: Ensure that your triggered emails are relevant to the recipient. For instance, abandoned cart emails should include the items left in the cart, while post-purchase emails could suggest complementary products.
4. Test and Optimize: As with all email campaigns, test different elements of your triggered emails (subject lines, timing, incentives) to see what resonates best with your audience.

Examples of Triggered Email Workflows:

1. Welcome Series:
   • Trigger: New subscriber or account registration.
   • Email Sequence: First email with a thank you, second email with an introduction to your best products, third email with a discount offer.
2. Abandoned Cart Recovery:
   • Trigger: Cart abandonment.
   • Email Sequence: First email reminding about the abandoned cart, second email offering a small discount or incentive to complete the purchase, third email as a final reminder or limited-time offer.
3. Re-engagement Campaign:
   • Trigger: Inactivity for 30 days.
   • Email Sequence: First email asking if they still want to hear from you, second email with an offer or incentive to win them back.

Conclusion:

Triggered emails are a powerful way to automate and personalize your email marketing efforts. By responding to user actions in real-time, you can send timely, relevant, and highly targeted messages that drive engagement, boost conversions, and improve the overall customer experience. Whether it’s a welcome email, a reminder to complete a purchase, or a re-engagement campaign, triggered emails ensure that you’re communicating with your audience at the right moment in their journey.

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