Triggered Email: Ultimate Guide To Know About

Given that email is indeed the most used marked channel,  if you are getting an average number of emails in inboxes, then it will increase to continue that you would believe the email engagement is declining. 

According to the Email Benchmark Report, over one billion emails show an open rate of 24.80% on average for five years. It goes the same for delivery rates. Even though overall CTR is gradually increasing, it’s too slow. 

And that’s when the triggered emails come in; it’s an effective way to boost your open rates and click-through rates and bring results. 

To know everything in detail, here is an ultimate guide for you to dive in. 


What To Know About Trigger Emails?

Triggered emails are those emails that are fired by the actions or specific actions taken by your visitors, customers, or users. 

Here lack of action can also end up triggering the email. 

Across the web, there are different triggered emails that you can find, such as : 

Different businesses use the triggered message or champion; these are interchangeable with the trigger emails in the marketing language. However, regardless of what term you are using, they all mean the same; these emails are sent when your audience takes or does not take action or something related to your product. 

As compared to promotional emails and newsletters, which are sent mostly in bulk to the subscription base.  Trigger emails are much more personalized and are sent to individuals at a time. 

You use behavior data, and with that, triggered emails are slow to send the right message to the individual at the right time. This helps in delivering a much more effective marketing automation strategy. 

What Is the Difference Between Trigger Emails And Others?

Since there are so many phrases that are related to marketing and are used on a daily basis, it can be confusing to understand what it does mean by their behavior emails, transaction emails, promotional emails, broadcast, etc. 

Also, it’s important to establish effective and efficient communication between you and the team and to bring everyone on the same page; it’s crucial to understand this terminology. 

Well to understand the difference between triggered emails and the rest of other terminology. Here is what can help. 

The comparison is between newsletter, promotional, sequence, transactional, and triggered emails. 


It is also known as email blasts,  batch and blast emails or broadcast one-off emails. 

Well, newsletters are those emails that are one time with updates or news regarding the company and sent to every single person who is included in the subscriber base. 

The goal of sending a newsletter is to stay on top of the custom awareness and keep them updated as well as informed regarding the brand. 

Newsletters are triggered by a specific date and time.  And it is sent to the whole customer base or the segments which are large in numbers. 

Example include : 

  • Weekly Digest
  • Blog post announcement
  • Product updates
  • Partnership news 

Promotional Email 

It is also known as marketing emails and sales emails. 

Promotional emails are much more aimed at completing the purchase or converting. 

The prime goal here is to increase the number of purchases, covering the subscriber into the paying customers.

It is also triggered by the specific date as well as time. And sent to the whole customer base and large segments

Example include : 

  • Discounts
  • Exclusive offers
  • Limited-time deals
  • Viral contests
  • Product launch emails

Email Sequence 

These are known as time-based emails, drip emails, and autoresponders. 

We’ll email sequences are time-based, and it’s a series of automated emails. 

The prime goal of using email sequences is to nurture leads and inform the subscribers about a specific thing. 

The trigger for the email sequence can vary, but it mostly happens when the visitor downloads and leads management or subscribers sign up for the product and service. 

Email sequences can be for one person. However, it’s not a personalized email. 

Example include 

  • Lead nurturing sequences
  • Onboard sequences 

Transaction Email 

It is also called system emails.

Transactional emails are the type of triggered emails that have a functional purpose. 

As for the triggers, they can be a special action or an interaction between the brand and the audience. 

Also, it can be triggered if the milestone is achieved or when certain conditions are successful and meet the preferences. 

Transaction emails target one person, and the example it includes are : 

  • Forgotten password email
  • Confirmation
  • Recipient 
  • Alerts related to the account 

Triggered Email 

This one is also known as event-based emails., behavior-based emails, product emails, and action-based emails automated emails. 

Trigger emails are sent depending on what your customers are doing or not doing. 

As for goals, they can vary as they can be for converting trails, Onboard users, reactive unengaged users, and retaining customers. 

The triggers for such emails are similar to transactional emails i.e., interaction or specific action, milestone achievement, and condition or preference. 

It’s also personalized and targeted to one person.

Examples include : 

  • Welcome email messaging 
  • Reward email for completing the actions
  • Onboarding the emails
  • Re-engagement emails for the inactive users
  • Product usage summaries 
  • Activity digest 

What Are The Types Of Trigger Factors? 

Well, the trigger factors are the predefined conditions or the cerites. When such requirements are met, an automated email will be sent. 


Actions can be signing up, changing the information related to the account, purchasing, etc., all of such actions are considered as the trigger factors which lead to sending the emails. 

 They help the brand to understand each customer’s journey, and send relevant emails, also boosting the increasing sales. 

Action-based trigger emails also include emails related to abandoned, transactional, welcome, etc.


Trigger factors also include the behaviors such as continued purchase history showing to the customer who are loyal and those who are inactive. 

It includes noticing and acknowledging those triggers that show the brand values as well as caring about their customers. 

Well, behavior-based emails are mostly included, such as re-activation or loyalty emails. 


The information that you have collected from you is from the subscriber, acting as the trigger factor. 

It can be their birth date or the date when they signed up to receive the emails or newsletter; it can be an anniversary, etc. 

Keeping track of such trigger factors can help in brand nurturing the bonds with the customers. 

Such time-based emails can include birthday emails and anniversary emails. 

Why Are Trigger Emails Important?

There are a lot of reasons why trigger emails are important and it why you need to use them. If you are not convinced that you need to get trigger-based emails, then here are some of the points that you can consider for your business. 

It Helps You In Improving Trail Onboarding 

Identifying the product path can help you in product path success, a guide to trialist and avoid the distraction which is sending emails, especially if it’s irrelevant about features the users are not activated. 

Boost The Adoption Product 

You can send the reward emails which are for your customers to activate or use the specific features. 

Automating The Proactive Support 

It helps you in identifying the customers who are experiencing challenges with the product or certain aspects are not easy for them to understand, 

You can here get the opportunity for offering proactive help in the form of links to the personal call and knowledge base etc. 

Increasing The Customer Lifetime Value 

With this, you can identify the high-value and long-time customers along with promoting the annual plan for the potential customers. 

Identifying The Leads And Increasing Sales Velocity 

Tracking the people who have visited the pricing page which have a certain time, adding those to the pipeline of your CRM, and sending an internal team email to do the follow-up on those visitors. 

What Are The Components Of Interaction With Trigger Email? 

When you are defining the triggered email interactions, you require to provide the information that the system uses each time the email is triggered, 

Interactions also have their external value which is used by API, and also calls for the initiation of the interaction. 

It includes : 

Sending The Classification 

A send classification helps in letting the parameter defined for the email job, which is in a central location and also reuses those parameters for the interactions with multiple triggers. 


The content is going to be the message you need to send when the email is triggered. 

You can create the email content for triggered emails with screens on the content tab that you get in the marketing cloud. 

Destination Management 

You can select your subscriber list for interaction with triggered emails. When your subscribers who are not yet on the selected list trigger with the interaction, you can choose to have the application for adding the subscriber to the list. 

So when your subscriber who is on the selected list triggers for interaction, you can here choose to have the application update the information regarding the subscriber. 

If your account has the enabled data extension, you can choose the data extension for triggering the send instead of the subscriber list. 

The data extension works similarly to it; however, here, the field you are requiring for adding the subscribers depends on the definition of data extension, not on the attributes of your subscribers. 

Send Options 

The next thing you need is to have an option for specifying the triggered email interaction, which relates to how its interaction tracks statistics for the messages.

You can also specify the keyword for categorizing the trigger email interaction. API calls can also consider using the keyword you are finding more related to triggered email interaction. 

Test Sends 

Triggered email interaction should start before you can use it for triggering life or test emails. 

You can send an option on interaction for preventing activity from test sends from appearing in reports and tracks. 

For any more information for test sends from the production environment, you must use the code around the events you choose for trigger emails. 

How Your Trigger Email Is Rewarding And Different From the Rest Of Type?

There is no doubt that email is rewarding. According to research,  trigger emails generated around 24 times more revenue as compared to traditional marketing emails. 

Another research shows that trigger emails have an open rate of 38.03%, unsubscribe rate of 0.43%, and click-to-open rate of 17.77%

There is enough evidence that helps in showing the trigger email resulting in much higher engagement and generating revenue. 

There are different ways how it can help you : 

Sustaining The Customers 

Trigger emails are sent out when your customers are not showing any activity; this helps in sustaining customers and showing much more, as well as caring about the brand. 

Brings Value For The Brand 

Some trigger emails can help in gaining valuable feedback from the people who are using the services and products. 

It’s from customers and tracking down queries; this can help in understanding the journey. 

Saves The Time 

Since your trigger emails are automated, there are plenty of things that you don’t have to do on your own, and it helps in reducing the manual work. 

They also reduce the time for sending emails that are repetitive.  So you don’t have to do it on your own. 

Promoting The Sales 

According to the statistics which is around 76%  of people are making purchases because of email marketing; this is a smile that triggers email campaigns. 

Boosting The Customer Satisfaction 

Trigger emails can help you in one on one conversations. Also, customers admire this. 

Also, you can make email much more exclusive and boost loyalty towards the brand. 

Also, the email offers the customer notification and information. 

What Are The Steps For Creating Your Trigger Email?

To start with how you can create the trigger email, here are some of the important steps that you need to follow. 

trigger email campaign checklist

Step 1: Choose The Triggers 

The first step that you need to consider in selecting the triggers included in the email campaign. 

For example, if you are planning to send abandoned cart emails, then you can assign the cart abandonment and set it as a trigger. 

Next, you decide to fix the time duration for email sending after you register the factors for your trigger. 

For example,  if your customer abandoned their cart for around three days, then the abandoned cart emails will be sent. 

Step 2:  Select The Audience 

Segment your target audience of yours; this should be on the basis of factors such as purchase history, age, gender, etc.  You can consider using all of these purposes. 

Once you are done with this,  you can select the targeted audience for the trigger emails that you are going to plan to send. 

For example, you can filter the names of your subscribers who might have abandoned the shopping carts and send the cart emails consequently. 

Segmentation also helps you in saving time and results in a good return on the investment. 

Step 3: Creating The Steps For Workflow 

The workflow steps depend on the campaign which you are planning to run. There are chances that your software will have its prebuilt workflow to choose from. 

So you can select or create one which suits your campaign. 

When you are choosing the workflow steps, the action of your subscriber after they receive the trigger emails, which are considered as a trigger factor, 

For example, if you are sending abandoned cart emails for subscribing and responding in your favor, this can be considered as good. 

But if they did not complete the purchase and then you are sending the following email, this can be an incentive, 

Also if they respond, then you are required to send the feedback or transactional email, but if they don’t then you are required to send the third email or the abandoned cart. 

With this practice, you can keep going as it depends on the follow-ups that you have selected or until your customers make the purchase. 

Step 4: Draft The Email 

The next step you need to focus on is on creating your email.  When you are doing this, you need to make sure that it’s attractive and compelling, and do it as much as possible. 

Make sure you are paying attention to your subject line; choose what grabs the attention of your user, but also highlight the purpose of sending the trigger email. 

You can also make your email interactive by having GIFs, image carousels, etc. 

This helps in making it much more triggering and attracting emails more convincing. 

Step 5:  Make Sure To Review Before Send 

Once you have created the email, it’s time that you check everything and review it carefully. 

Don’t send it before you are done with the cross-checking, do it multiple times until you get completely sure. 

Not just that, you can send some test emails so you can get the best results. This will help in identifying if there are any changes that you need to change. 

How To Choose the Right Tool For Your Trigger Emails?

It’s important that you pay attention to what tool you are getting for triggered email since not all tools in email marketing are equally created. 

So when you are looking to incorporate email marketing automation for the trigger email, here is what you generally require to look at. 

  • Makes it easy to set up one time and similar to use fr daily; also, it should have minimal learning curves. 
  • It should be compelling, as you want to have a tool that offers high performance and provides a high investment return. 
  • It should be capable of setting up a step-by-step manner for creating simple and complex email automation-related requirements.
  • The tool is required to be affordable, so you are not paying too much to watch the magic unfold.
  • Integration should be powerful to eCommerce platforms such as Shopify, woo commerce, etc. 

With the sender, here are two more benefits that you can get : 

Manage the email and SMS campaign inside one single dashboard; you can send bulk or personalized SMS message with a simple interface from where you can manage the emails

Friendly support that you can get the product experts over chat especially when you need it. 

Examples Of Successful Trigger Emails For Your Campaign

There are different examples that you can consider when you are setting up your triggered email campaign. 

Well, with these examples, you can understand what can help and how you can use this for effective results to lead a successful campaign. 

successful trigger emails examples

Social Sharing 

Nine out of ten customers have trust in people when they know instead of advertisements they come across. 

There are reversals which are fantastic ways to connect prospective leads as well as gradually help to turn them into customers.

Data Triggers 

You can also engage your customer much before their anniversaries and special days. Also, you can help in connecting as well as being interested in the product. 

You can keep them interested but also informed about what they can expect when it comes to their special day. It also helps in understanding and improving loyalty to customers. 

Inactivity Reminders 

As the name suggests, you can use the emails for sending to those who are not being active, and it has been time.

Such emails can include discounts and coupons to ask the customer to come back to the brand. 

Emails can help you in reflecting how much the brand holds value for their customer. 

Abandonment Email 

You can consider sending emails for abandonment cart emails; this can help in the abandonment cart email strategy, which is based on behavior. 

Of the customer. 

This can be the trigger as you can send an email when the customers are not completing their business. 

It usually adds a much more personalized subject line along with images for taking the customer directly to the website, as well as increasing sales conversion. 

This can help you in getting much higher purchases and an excellent customer experience. 

Thank You Email 

Next, you can consider sending a thank you email which is based on the last purchase of customers. This can be a genuine way to boost the feel-good factor for customers and drive much more sales. 

You can urge subscribers to make the purchase with a discount and encourage subscribers to make the next purchase by using the discount deal. 

Event Reminder Email 

These emails can be updated with customers along with a variety of information related to upcoming events. 

Sometimes such emails highlight important facts or developments that should be taken note of. 

Also, it encourages the customer to get the app downloaded and creates brand value in the mind of their customer. 

Review Email 

You can also trigger a review email; this can be an automated message for customers within 2 to 3 days of purchasing the urge to write reviews. 

These nail designs are beautiful and have an interface that makes submitting reviews much easier. 

Sometimes you can send the email after some weeks, and it ends up overlooked or missed. 

Best Practices For Making Your Triggered Emails Effective 

There are different ways that can help you in making sure that the automated emails are successful and accomplish all the goals. 

Here are some of the best practices and tips that can help[ you successfully trigger emails. 

Provide The Content Which Holds Valuable 

The best way of making sure that you are sending triggered emails is to receive well and get clicks from your customer; make sure the content is relevant and valuable to your customer. 

So don’t send emails just for the sake of it. Always make sure and it’s better to re-check to see the relevance and interest that your content holds. 

The right content also pushes your customer to make the right choices and also take the action you want them to. 

Capture Data That Are Relevant 

In order to make your campaign effective, data is important, but more than that, you need to have relevant data about your customers. 

So consider what type of data you should collect when there are new sign-ups to make your segment better for your subscribers, customers, or prospects.

Use The Techniques For Personalization 

According to research, 63% of millennials,  58% of gen x, and 46% of baby boomers are much more comfortable with sharing information that is personal, and in exchange, you are getting offers and discounts. 

Using the data which you get collected can be the first step for personalizing the email. It should be a highly considerable tip for writing your email copywriting. 

Address your customer using the first name, use data that you get from the cycle stage or product as well as services they are interested 

Tracking The Behavior Of Your Visitor 

Synchronize the visitor behavioral data on your website; this can help you understand the metrics. 

This can help you in knowing what your visitors might want from you. For example, you can find particular readers who are staying on the landing page for a long time. 

Based on their engagement heat map, you understand the best decisions would be to awaken to custom remarketing emails or those readers by offering a special promotion or offer.                                                                                                                                                                                                                                                                                                                                                                   

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