What is a trigger email?
Triggered emails, which are also known as behavioral or transactional emails, are automated messages sent to subscribers when specific conditions are met. For example, someone subscribing to your mailing list or an upcoming event may trigger these messages.
A triggered email aims to take your marketing efforts to the next level by ensuring you reach your contacts at the best possible time. Rather than sending marketing messages in bulk, you can personalize your interactions with subscribers on a one-to-one basis, which can help you build trust, loyalty, and satisfaction.
When used strategically, a triggered email campaign can help you achieve your marketing goals and take advantage of other benefits, such as increasing retention rates, enhancing the customer experience, and more.
Here are a few examples of marketing automation that illustrate how transactional emails are commonly used:
- Welcome new subscribers to your mailing list
- Remind customers of events they signed up for
- Inform contacts about their upcoming payment
- Obtain feedback from clients
- Congratulate contacts on their birthday or account anniversary
- Re-engage lapsed contacts
- Confirm a purchase and provide shipping information
- Recover consumers who abandoned their shopping carts
Trigger emails vs. drip campaigns
Trigger emails are often confused with drip campaigns, but the two terms shouldn’t be used interchangeably. While trigger and drip emails leverage automation to engage with leads and retain clients and subscribers, there are several key differences that set them apart.
Trigger emails are only sent after a specific action or event, like a customer requesting their account password or a subscriber making a purchase. In many cases, these types of emails are a one-time occurrence.
Drip emails are part of a larger campaign that aims to nurture and convert leads during a set timeframe with a series of pre-written, automated messages. So when a contact engages with your brand in a specific manner, they’ll receive multiple emails–where each subsequent message builds upon the last–over a few days, weeks, or months.
Despite their differences, trigger emails and drip campaigns can take your marketing efforts to the next level by automating certain responses. Both emails can be automated and used simultaneously to boost your team’s efficiency, improve customer engagement, raise satisfaction, and so forth.