Why Are Trigger Emails Important?
What Is An Event-Triggered Email?
An automated email is triggered when a user carries out a particular operation or an event like clicking on the
purchase button, buying above a specific amount, birthday, webinar registration, subscription renewal, etc.
The event-triggered email forms a vital part of the email marketing strategy and is mainly meant to target a
specific subscriber list. The marketers also use this strategy to effectively communicate any trending offers,
discounts, coupons to their targeted audience.
Based on the information provided by the user during the signup, automated emails are triggered. They also prove
to be a powerful tool in collecting feedback and surveys from the users. In return, they are also sent an
auto-reply based on their instruction set or answers. Some commonly used Event-triggered email sequences are as
follows:
- Welcome sequence- For the new subscribers.
- Reactivation sequence- To target customers who have lost engagement.
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Follow-up mails- To reduce abandoned shopping cart scenarios or target the shoppers who browse the products
but don't end up buying.
- Reminder emails- to replenish or repurchase the products and services.
Currently, only a few companies are using this strategy because creating the event-triggered email sequence is a
time-consuming process and is somewhat a new concept for the agencies. Once set up and implemented correctly,
this can prove to be the most cost-effective response boosting method that will invite easy conversions at a
very low cost.
Let us check why trigger emails are essential for any business.
Keep Your Users Informed
As email marketing progresses, the consumers know that an email will be sent to them after purchasing
products or services- be it a room booking, a subscription, or an online order. The automated email gives
them confirmation and further helps the businesses check if the clients are happy with their ongoing
services or are facing some issues with them.
For instance, if a customer orders a pair of sneakers online, an automated email triggers confirming the
payment and a link to track the same.
Since you know the content topics to include at the bottom of the sales funnel, it is time to consider the
format to present them. This is another area where the bottom and top-funnel content differs.
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Welcome Emails
The consumers whose current subscription plan ends automatically join the mailing list. A welcome email is
usually dropped to engage and thank the consumer with a promise to offer a better value shortly.
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Reactivation Emails
This is used to re-engage the consumers who haven't shown any participation for a long time. It works as a
reminder to these consumers about all that your company can offer. It is suggested that if the reactivation
emails do not work for a substantial amount of time, it is better to remove these subscribers from the list.
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Abandoned Shopping Cart Emails This email triggers when a consumer adds the products to the
cart but doesn't confirm the purchase. These emails help them in the process of decision-making, turning them
into customers.
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Transactional Emails
These emails are triggered once the buyer confirms the purchase by paying for the order. They are a great way
to ensure the buyer that their payment has reached you and the product will soon be delivered to them.
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Birthday Emails
As the name implies, these emails are triggered on the subscriber's birthday. They work as a sweet gesture
from the company's end to make their consumers feel valued.
