Glossary
Full Glossary
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.
  • 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.

Build Trust

Triggered emails in themselves are dialogues that invite the users to take some action. This, in turn, helps a business strike a conversation with the consumer leading to deeper relationships.

Enhanced Customer Retention

To re-engage the already existing customers is comparatively cheaper than building the new ones. So, trigger emails can work as a powerful tool to send reactivation emails to the existing clients inviting them to repurchase your services or products.

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.

  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
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How To Send A Trigger Email

Sending an Event-triggered email does not require much technical knowledge. All you need to do is create a well-defined strategy, define events, conditions, and actions against which the emails will be triggered. SendPulse can work as great assistance for this purpose. Now, let us simplify how this entire setup works.

Automation Workflow

The first setup is to create an event using the event manager. Apart from using the prepared events, you can create your own customized and targeted events with the event manager's help. Give a name to the automation flow, select the email sender address, input the sender's name along with the date and time to send the email..

Starting the Flow

Click and set up the flow chart element on the right-hand side. Choose the event that will trigger the email. Some possible events could be- Add subscriber, change the variable, particular date, contact webhook, etc.

First Email Trigger

Drag and drop the "Email" element present on the left-hand side to the "Flow Start." Now, select the time of sending, input the subject line, and add an email template.

Second Email Trigger

Allow time to the recipients before dropping in the second follow-up email. You can add another Email element and repeat the actions mentioned in the last step. For instance, if a buyer buys a guitar from your store, you can suggest buying a tuner after about a week.

Third Email Trigger

Drop this email after a month of purchase and use it as an opportunity to suggest something big. For instance, a guitar amplifier if that is relevant to the last purchase of the buyer.

One of the prime benefits of email marketing and event-triggered emails is that it helps save a lot of time and energy for the marketers; the messages are delivered effectively. Moreover, it helps in keeping constant touch with the customers lucidly and cost-effectively.

Please make sure you are specific in drafting the emails, don't turn out philosophical, keep it short yet informative enough to trigger the consumers into action.