What Is a Triggered Email? – A Comprehensive Guide
By Emil Kristensen CMO
@ Sleeknote

Are you struggling to reach your audience effectively with your email marketing? Do you find that your open rates and click-through rates are not what you were hoping for? If so, it may be time to consider implementing a triggered email campaign. A triggered email is a type of automated email that is sent to a subscriber based on their behavior or activity. In this comprehensive guide, we will explore what a triggered email is, its benefits, different types of triggered emails, best practices for designing and implementing a successful campaign, and measuring its success.

Understanding Triggered Emails: Definition and Benefits

A triggered email is an automated email that is sent to a subscriber based on their specific behavior or activity. This behavior can include signing up for your mailing list, abandoning a shopping cart, browsing certain pages on your website, and more. The main advantage of triggered emails is that they are highly targeted and personalized, increasing the likelihood that the recipient will engage with them.Triggered emails can help to increase customer retention, reduce cart abandonment rates, and generate more revenue. According to a study by Epsilon, triggered emails have an open rate of 50.7%, compared to the average open rate of 14.6% for non-triggered emails. Similarly, triggered emails have a click-through rate of 9.0%, compared to the average click-through rate of 3.2% for non-triggered emails.

Types of Triggered Emails: Welcome, Abandoned Cart, and More

There are a variety of different types of triggered emails that you can use in your marketing campaigns. One of the most common types is the welcome email, which is sent to new subscribers as soon as they sign up for your mailing list. The welcome email is a great opportunity to introduce your brand, offer a special promotion or discount, and set expectations for future communications.Abandoned cart emails are triggered when a customer adds items to their cart but leaves your website without completing the purchase. These emails can include a reminder of the items left in the cart, a discount code to incentivize the purchase, and even product recommendations based on the items left in the cart.Other types of triggered emails include browse abandonment emails for when a user leaves your website without making a purchase, re-engagement emails for inactive subscribers, and post-purchase follow-up emails to encourage repeat business.

The Importance of Personalization in Triggered Emails

One of the key benefits of triggered emails is their ability to target and personalize content based on the recipient’s behavior. Personalization can include the use of the recipient’s name in the subject line or body of the email, tailored product recommendations based on their browsing or purchase history, and more.When creating your triggered email campaigns, it’s important to segment your audience based on their behavior and preferences. This segmentation can help ensure that the content you are sending is relevant to their interests and needs.

Designing Effective Triggered Email Campaigns: Tips and Best Practices

The design of your triggered email campaigns is just as important as the content that you are sending. When designing your emails, it’s important to keep in mind the following best practices:- Use a compelling subject line that accurately conveys the purpose of the email- Include a clear call-to-action that is easy to find and understand- Use graphics and images to make the email visually appealing- Optimize for mobile devices to ensure that the email can be easily read on a smartphone or tablet- Keep the email concise and to-the-point, focusing on the most important informationBy following these best practices, you can ensure that your triggered email campaigns are effective and engaging.

How to Create a Killer Subject Line for Your Triggered Email

The subject line is one of the most important elements of any email, and this is especially true for triggered emails. A killer subject line can help to increase open rates and capture the recipient’s attention. When creating your subject line, consider the following tips:- Keep it short and sweet – most email clients will cut off longer subject lines- Use personalization to make the email feel more relevant and tailored to the recipient- Create a sense of urgency or exclusivity with a limited-time offer or promotion- Use numbers or statistics to highlight the value of the email’s content- Experiment with different subject lines to see what works best for your audienceRemember, the subject line is the first thing that the recipient sees when they receive your email, so it’s important to make it count.

Automating Triggered Emails: Tools and Platforms to Consider

Automating your triggered email campaigns can help to streamline your marketing efforts and ensure that your messages are delivered in a timely and consistent manner. There are a variety of tools and platforms available to help you automate your triggered emails, including:- Mailchimp: A popular email marketing platform with a variety of automation tools- HubSpot: A comprehensive marketing automation platform with advanced features- Klaviyo: A platform focused on ecommerce email marketing with advanced segmentation and personalization options- ActiveCampaign: An automation platform with a variety of CRM and sales automation toolsBefore choosing a tool or platform, it’s important to evaluate your specific needs and goals, as well as your budget and technical expertise.

Measuring the Success of Your Triggered Email Campaigns: Key Metrics to Track

To determine the effectiveness of your triggered email campaigns, it’s important to track and measure key metrics such as:- Open rates: The percentage of recipients who opened the email- Click-through rates: The percentage of recipients who clicked on a link within the email- Conversion rates: The percentage of recipients who completed the desired action (such as making a purchase)- Revenue generated: The amount of revenue generated from the email campaignBy monitoring these metrics, you can identify areas for improvement and optimize your campaigns over time.

Common Mistakes to Avoid in Your Triggered Email Strategy

While triggered emails can be highly effective, there are a few common mistakes that you should avoid when developing your email strategy. These mistakes include:- Overusing automation: While triggered emails can be useful, it’s important to strike a balance between automation and personalization. Overreliance on automation can result in emails that feel generic or spammy.- Neglecting design: The design of your triggered emails is just as important as the content. Poorly designed emails can detract from the effectiveness of your campaigns.- Failing to segment your audience: Without proper segmentation, your emails may not be relevant or engaging to your subscribers.- Forgetting about testing: A/B testing is a crucial part of any effective email marketing campaign. Without testing, you may miss out on opportunities to improve your campaigns over time.By avoiding these common mistakes, you can ensure that your triggered email campaigns are truly effective and engaging.

Examples of Successful Triggered Email Campaigns for Inspiration

To help get you started with your own triggered email campaigns, here are a few examples of successful campaigns from different industries:- Airbnb: Sends personalized recommendations for trips based on the recipient’s browsing history and preferences.- Sephora: Sends a reminder email to customers who have left items in their cart, along with a discount code to incentivize the purchase.- Netflix: Sends personalized recommendations based on the recipient’s viewing history and behavior on the platform.By studying successful campaigns from other brands, you can gain inspiration and insights for your own campaigns.

In conclusion, triggered email campaigns are a powerful tool for any marketer looking to engage and retain their audience. By understanding the different types of triggered emails, best practices for design and personalization, and tools for automation and measuring success, you can create effective and engaging campaigns that drive results.