What is a Triggered Email and Why You Should Be Using It?

In digital marketing, it is very important to add a personal touch to everything you do. But, sometimes there is simply not enough time, no matter if you are a one-man show or you have a team of employees. That is why digital marketing professionals are constantly looking for tools and features which can help them reach their goals and make the most out of their time. 

If you want to transform new or potential buyers into loyal customers, you will have to continue engaging them and one way to do so is the automated email, sent whenever a particular event on your website triggers them. Once such an automated email campaign is set up and running, it will mostly work on its own and motivate your customers to take specific actions. That will leave you plenty of time to focus on other important aspects of digital marketing.


What Exactly Are Triggered Emails?

Triggered emails are launched by specific actions the visitors take on your website. The email marketing material your customers will receive is connected with their behavior, which gives them a perfect illusion of a personal touch. Most triggered emails are divided into two categories – event and segment based emails. 

Event-based emails are triggered by actions your customers take, for example, when they make a purchase when they add an item to their shopping bag or make a wishlist. On the other side, segment-based emails are based on a specific set of conditions like geographic location, interests, purchase history, etc.

The best thing about automated emails is they are sent at the time when your customers or potential customers are the most likely to convert, and that is why triggered messages have such an impressive ROI.


Why Are Triggered Emails So Effective?

One of the main reasons why these automated emails are very efficient is that people are expecting them. For example, when the users hit “subscribe”, “buy now” or “download” they assume you will send them an email that confirms that the process is finished.

If the customers don’t receive a welcome email, that may come to think that the subscription process wasn’t successful. On the other side, when they make a purchase if the confirmation email doesn’t show up in a couple of minutes, they will probably become concerned. It is very likely that they will contact you to check if everything is alright with their order.

Sending triggered emails will not only save your time, but it will also make your customers feel respected, nurture your leads, and help you activate users who have become inactive. 


How To Start Your Automated Journey?

Tools like Campaign Monitor, for example, will help you build foundations for your future triggered email campaign. One of the first things you will need to do is to pick the trigger type, so make sure you make the right decision when choosing between date-based triggers, segment-based triggers, and subscription. In case you want to use subscription as a trigger, make sure that the list includes the questions which will help you collect valuable information about your customers.

After defining the most relevant automation triggers for your goals, don’t forget to determine which information is the most vital for your recipients and try to find the perfect balance between their and your needs. 

When you define perfect triggers and copy, it is very important to make sure that the automated email your customers receive is readable on all devices, so you should invest in responsive email design. 

If you are ready to take the advantages of triggered emails, but you realized that you will need some help, feel free to contact experienced Summit Digital web designers and developers who will find a custom-tailored solution for you.