What Is a Triggered Email?
Definition
Triggered emails are automated messages sent in response to a user’s action (or inaction). Think of them as emails with perfect timing. Unlike batch emails, which are sent to a large list at once, triggered emails are event-based and personalized. They’re designed to reach the right person with the right message, exactly when it matters most.
Common triggers include actions like signing up for a newsletter, abandoning a shopping cart, completing a purchase, or going inactive for a certain period. Because they’re so timely and relevant, triggered emails tend to outperform regular campaigns in open and click-through rates.
Example
A customer adds items to their cart but doesn’t check out. Two hours later, they receive an email saying, “Forget something? Here’s 10% off to complete your order.” This kind of well-timed nudge often leads to a higher conversion rate and a better customer experience.
Common Types of Triggered Emails
Here are some of the most popular (and high-performing) types of triggered emails:
- Welcome emails: Sent when someone subscribes or creates an account. These set the tone and build early engagement.
- Abandoned cart emails: Used in eCommerce to remind users about items left behind.
- Confirmation emails: Sent after a user takes an action, like registering for a webinar or completing a transaction.
- Re-engagement emails: Target inactive subscribers and try to win them back.
- Behavior-based emails: Triggered by specific interactions, such as downloading a resource or visiting a product page multiple times.
Each of these serves a different purpose but shares one goal: nudging the user further along the customer journey.
Benefits of Triggered Emails
Triggered emails are powerful because they feel personal instead of generic. By responding to individual behavior, they improve user experience and boost conversions. They also require little manual effort after setup. Since they’re behavior-based, they often reach users at critical points, whether they’ve just signed up, shown interest in a product, or are starting to disengage. This timing makes them especially effective at driving action. For example, welcome emails often have some of the highest engagement rates of any campaign type, simply because users expect them.
Triggered emails also help build trust and consistency in your brand communication. They can gently guide users through onboarding, remind them about key steps, and re-engage them without overwhelming their inboxes.
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