Triggered emails, also known as behavioral emails, are messages that are sent automatically based on predefined events or conditions that a person meets through certain behaviors, actions or other signals. The basic distinction between invoked e-mail messages and generic promotional e-mails is that triggered emails are automatically delivered to a person on a one-to-one basis, and promotional emails are sent manually on a one-to-many basis.
What are the triggered e-mail?
Triggered emails are fired by specific actions taken by site visitors. This automated process is also called automation of behavioral marketing. Enables marketers to send automated messages based on user behavior. These emails are effective because they are current and very important for the recipient. Essentially, triggered marketing is based on a series of events.
Trigger emails must be part of your email marketing strategy. Thanks to sophisticated targeting, you can build trust in customers and ensure that you do not leave any money on the table. Another advantage is that automated e-mails help in the execution of operational tasks, so there is no need to send invoices or e-mails confirming one by one, for example. You can be more efficient and use resources wisely.
Triggered emails are used to:
- Attracting new customers;
- Saving the current customer base;
- Increase conversions.
A distinguishing feature of triggered e-mail is the fact that it is not planned to send mass e-mails, but serves as a reaction or feedback for the actions of a specific person.
Triggered emails can contain information about delivery status, birthday wish, reminders about items left in the basket, etc. This method allows you to stay in touch with the customer.
First of all, you need to set a goal and develop a strategy according to it. In addition, you should decide how many emails you send, their order and choose the days and times during which you send them.
What is a triggering event?
Event triggered e-mail is a personal e-mail sent to the subscriber based on the event. Because the actual triggering event for these e-mails can be based on a wide range of customer data, it is extremely important to use a unified marketing platform in which e-mail tools have access to available data in the rest of the marketing stack. This allows you to send sent emails in accordance with the purchases on the website from the mobile application or other data found in the marketing stack.
Types of triggered emails
Welcome emails. This e-mail is sent immediately after the first contact with the company, for example after registration.
- Inclusion. This email is sent to users who have subscribed but have not created an account.
- Early activation. This email will be sent if your customers have created an account but have not started their purchase.
- Reactivation. Your users may stop answering or clicking, in this case the triggered e-mail is to the point.
- Remarketing. Your users can leave the goods in the basket and forget about them. Your e-mail reminds them of an abandoned shopping cart.
- Personal events. Show that you take care of your users. Congratulations on their birthday.
- Transactional. These emails contain various types of confirmations: purchase, order, shipment, return.
Marketing e-mails are aimed at promoting products, and activated e-mails assure recipients that a given process has been started or completed.
Why are triggered emails so efficient?
The answer lies in the process of e-mail automation. Automatic or triggered emails help you send tailored messages to the right person at the right time.
Using automatic e-mails to use the benefits of personalization may sound paradoxical. These emails are sent when a specific event on your site launches them. The meaning of these triggered messages gives the illusion of personal contact.
For example, the lack of a welcome email may mean that the subscription process has failed. The customer would also be concerned if they did not receive an order confirmation email after purchasing the product. They wondered what had happened and could be contacted to see if their order was over.
Why do you need time to change your potential clients into customers?
Most people visiting your website are not ready for anything. They can simply browse your site because they are bored or actually want to buy something, but they have scattered and left your site without checking.
It is also possible that visitors are still comparing your product with the product of the competition. You still have the chance to convert them.
You need to rethink your upbringing strategy to move potential clients to the path. Optimize your e-mail address for shopping cart recovery or inform recipients about your product. The latter is a tactic that is not completely “selling” but valuable. When the recipient will need your service, they will remember you as you will be at the top of their mind as the industry leader for example.
How to start personalization with triggered e-mails?
Before you start designing the flow of e-mails based on your assumptions, stop for a moment. Think about the client’s journey and the scenarios that you must consider. Ask the right questions when registering new people in your email list. For example, you can ask about your job or age. This information is invaluable when it comes to segmentation.
How do I schedule a triggered e-mail campaign?
The best way to design triggered campaign is to use block diagrams to visualize the process. It’s easier to digest information and understand how different scenarios can trigger different messages.
Best e-mail practices
Identify different points of contact and think about how potential customers can interact with your site. When visitors enter the activity, you must specify the next desired action. Write another message that encourages the recipient to take this particular step.
This is not an easy task because the digital buyer’s journey is not linear. Visitors skip your content, subscribe, download your content, read your article, and so on. The amount of information can be overwhelming. That’s when automation becomes useful.
The activated e-mail still creates a low percentage of the total number of e-mails. But even with a relatively small amount of well-thought-out programs can significantly affect the sales generated by email marketing.
Released campaigns can run on autopilot and continue to generate revenue for a long time. Although you must invest in the initial configuration of each email, they generate a new level of ROI after automatic, called emails.