Trigger Based Emails

Trigger based emails are a branch of email marketing that can make a big difference in your email marketing results. Triggered messages are sent out automatically based on important or momentous events that are related to your subscriber's actions. Trigger based messages can make subscribers feel valued - whether in the form of a welcome email, a reminder to repurchase a needed product, a message to let the subscriber know you miss their business, or even a celebratory birthday email, among others.

  Successful Trigger Based Email Marketing

A well-thought-out trigger based email campaign can garner significant results for your business. But you must recognize when it is considered appropriate to send out a trigger based email and where it may be inappropriate. Follow these tips for trigger based email marketing:

  • A trigger based email is a message that is always related to an up-sell or a re-sell, so make sure that any special offer or premium deal that the message relays is matched to the subscriber's interests and known needs.
  • It is important to avoid bombarding the prospect with your marketing messages. Establish rules and set limits regarding the frequency of promotional emails, including trigger based emails. Many programs allow you to institute a frequency limit - if yours does, then use it. This can help you avoid the nightmare of sending out three trigger based emails to the same customer in a week's time frame (or sooner) - which can be a sure fire way to run the customer off for good.


 Examples of Trigger Based Campaigns

Some of the most successful trigger based email marketing campaigns are based on transactional, recurring, and threshold triggers. Let's look at each of them.

Transactional triggers include messages that are sent out based on an established direct transaction with a subscriber - such as when the subscriber makes a purchase, updates their profile, or opts in. In these instances, the trigger based email can be used to reinforce your brand, promote specific services and products, build trust, and make the customer feel important.

Recurring triggers in trigger based email marketing include messages that are sent out based on a direct transaction with a subscriber - such as the customer's birthday or the date of a renewal for a service or re-order for a product.

Threshold triggers are email messages that are sent out when a subscriber reaches a particular threshold, such as a VIP purchase amount, or some other event that is recognizable.

More specifically, a trigger based email might be sent out in these instances:

  • Welcome email. This is a trigger based email that is sent out when a visitor to the website subscribes or becomes a registered member, downloads or purchases a product, makes a sales inquiry, etc. This type of email is considered to be proper etiquette and most customers and subscribers expect them. The welcome email may also contain registration details or instructions in some instances.
  • Cross sell or up-sell email. This type of email is sent out to suggest a complimentary product or service, based on customer's purchases.
  • "We miss you" email. Customers who have been "dormant' for several months are sent this type of email to lure them back to your website - often with the offer of a discount or other promotion, like BOGO promos.
  • Abandonment email. This trigger based message is sent out to customers who leave items in their shopping carts and often include an enticing offer or other motivation for the customer to complete the transaction.