How to Ace Your Email Marketing Game With Triggered Emails

/ July 14, 2021 | 6 Mins Read

How to Ace Your Email Marketing Game With Triggered Emails

Investing in triggered emails can increase profits in a relatively short period of time. Know how to use properly and with a strong strategy in place and adopt the practice to maximize efficiencies and profits.

Triggered emails are behavior-based communications sent automatically to the users when they meet a particular trigger event. The marketer must define such trigger events in advance and set the triggered email workflows accordingly. 

Such emails play a crucial role in enhancing your email marketing strategy. They help to accomplish the marketing trifecta of sending the right email to the right user at the optimum timing.

According to a 2019 report by Get Response, triggered emails help bring a 38.03% open rate, 6.76% click-through rate, and 17.77% click-to-open rate. 

These figures show that compared to all other forms of emails like newsletters and marketing emails, triggered emails perform a lot better and yield higher revenue. 

That being said, let’s now walk through the advantages of triggered emails.

How are Triggered Emails Important?

Triggered emails have several benefits, as discussed below:

  1. As we all know, customer acquisition is a lot more expensive than customer retention. By sending triggered emails, you can entice the existing customers to return to your website and make another purchase, thereby driving repeat business. 
  2. Triggered emails are more relevant to the subscribers. Therefore, they can facilitate the decision-making process and result in a higher conversion rate. 
  3. If you want to boost customer loyalty, it is a great idea to send out post-purchase triggered emails with relevant product recommendations. 
  4. These emails will enhance your sender reputation and, in turn, your email deliverability rate. 

benefits of triggered emails


Setting Up Triggered Emails

Setting up triggered emails can be a tricky affair. So, to make things simpler for you, here’s a step-by-step guide to help you out. 

  1. Retrieve the data from your website API and integrate it into the ESP API. 
  2. Set the trigger events carefully so that the right email gets deployed to the right customer according to their behavior
  3. Control the send cadence by setting marketing pressure rules so that your subscribers do not get overwhelmed with too many emails. 
  4. If you are planning a multi-step campaign, be extra careful while defining the rules. 
  5. Build the relevant emails in your ESP and you are ready to schedule the automation workflows. 

6 Triggered Email Workflows to Include in Your Marketing Strategy

In order to seize the maximum ROI from your email marketing strategy, you must send out these six types of triggered emails without fail. 

1. Welcome emails

Your customers wait for the welcome email as soon as they click on the “SUBMIT” button of your sign-up form or make the first purchase from your eCommerce store. 

email open rate stats

Omnisend has revealed that these emails saw a 52% conversion rate in the year 2020. 

To make the most of this workflow, you must send out a series of 3-5 welcome emails that would let the subscriber know more about your brand.  

Take a look at this example by Office. 

They have sent out a series of three emails to introduce their offerings to the subscribers. 

Through the first email, they have welcomed the user with an engaging copy and highlighted their USPs. 

email marketing example by Office

The second email uses rich visuals to showcase their bestselling items to the subscribers. 

showing bestselling items to the subscribers by Office

In the third email, they have subtly asked the subscriber for their birthday. This is a great data collection tactic and helps to generate conversions on the subscriber’s special day. 

birthday emails by Office

Welcome emails present a great opportunity to collect subscriber data. This will, in turn, help you to segment your subscribers and hyper-personalize the emails to match their interests and preferences. 

It is a good idea to share your brand story with the new subscribers and get them hooked to your emails. Some brands even incentivize the users with exciting offers to prompt them to make the first purchase. 

2. Browse abandonment emails

When a visitor comes to your website and searches for different products or services but does not add anything to the cart and leaves without making a purchase, browsing abandonment emails can come to the rescue. These emails brought a 124% increase in open rates and 17% conversion rate.

Take a look at this email by Modloft in which they have featured the browsed product along with relevant product recommendations that the prospect might be interested in. 

email marketing example by Modloft


While designing browse abandonment emails, you must craft the subject line, email copy, layout, and CTA in such a way that it tempts the shoppers to come back to your website. Let the subscribers know about your USPs and keep the messaging customer service-oriented. You can even share your customer service contact details to offer additional support and address any concerns. 

3. Cart abandonment emails

There are numerous instances when your customers add products to the cart but do not complete the purchase. To revive their interest in purchasing from you, you must deploy a series of 3-4 cart abandonment emails. Such reminder emails will serve as a gentle nudge to make the customer complete the purchase. 

Sending these emails is a must for eCommerce businesses as they bring a click-through rate of 28.64%.

Let me share the cart abandonment email example by Blu Dot:

cart abandonment email example by Blu Dot


It is advisable to include relevant product recommendations in these emails like ASICS has done:

relevant product recommendations by ASICS

To increase the likelihood of cart recovery, you can even create a sense of urgency by using phrases like “Once in a lifetime offer”, “Price going up tonight”, and “Final close-out sale”. 

Furthermore, you can entice the cart abandoners to buy from you by offering free shipping. Just make sure that it does not eat up your profit margin.   

4. Transactional emails

Order confirmation emails show an open rate of around 60%. It is much better than that of promotional emails which stand at an 18% open rate. The reason for this remarkable performance is that customers are looking forward to the updates about their order. You can get the maximum out of these emails by including relevant product recommendations that complement the past purchases. 

Transactional emails can include all the order-related emails like shipment information, delivery updates, and customer support responses

In addition, you can also use these emails to cross-sell and upsell your products. 

Here’s how Amazon does it by sharing related product recommendations. 

Product recommendation by Amazon

5. Re-engagement emails

To re-engage the dormant leads, reactivation emails work the best. You must personalize such communications and let the inactive customers know why they signed up in the first place. You can also incentivize them with exciting rewards to prompt them to take action. 

For re-engagement emails, Dean Jackson has suggested the usage of a nine-word template. Through this, you ask the subscriber whether they are still looking for something. 

For instance: 

  • Are you still looking for tickets to Paris?
  • Are you still interested in the swimming classes?

Animoto has used this approach in their re-engagement email and asked the subscriber if they still want to hear from them. 

email approach by Animoto

Some marketers even prefer to send a series of two to three re-engagement emails to rekindle the relationship with inactive leads. You can send out ladder discounts through these emails and brighten the chance of re-engagement and conversion. 

6. Birthday Emails

After all, who doesn't like gifts and discounts!

Birthdays and anniversaries present a great excuse to run special offers and drive instant conversions for your business. 

You can make these emails all the more attractive by using animations as Dorothy Perkins has done. 

Dorothy Perkins birthday special email campaigns

In addition, you must make sure that you share personalized offers and product recommendations that are in line with the customer’s interests. 

You can even celebrate important milestones of your customer’s journey by sending out triggered emails. 

See this inspiring milestone email by The New York Times. 

inspiring milestone email by The New York Times.

Wrapping Up

If you are not harnessing the power of triggered emails yet, now is the right time. Woo your customers with tailored behavioral emails that stand out and instantly draw their attention. 

The bottom line is to set the workflows and design emails in such a way that your subscribers can instantly relate to them and get tempted to take action.

Before signing off, let me share a wonderful triggered email strategy. 

A B2B client identified all the potential drop-off points on his website and designed a triggered email workflow around all those resources and service pages. With the help of these emails, they were able to close more leads into customers and drive faster business growth. 

So, what are you waiting for?

Seize the opportunity right away...and happy emailing.  

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