Triggered email marketing is a powerful method to generate sales for your business. Automated business strategies have engulfed marketing by and large to bring users close to the purchase funnel with sophisticated efforts.

In a world full of business opportunities, many sell the same products as you do. You have to stand out in the market to get noticed. Think for a while, do you have enough time to handle your business and marketing program at the same time? If the answer is negative, why don’t you go with readymade marketing systems such as triggered email marketing through email marketing automation tools?

The theory behind sending triggered-based emails is to narrow down the sales funnel and bring the user closer to the purchase. Email marketing and triggered emails are two different things that you need to keep in mind.

Email marketing is about sending marketing emails to a larger group of people to promote your product or services. On the other hand, triggered emails are sent to the user based on some specific action taken by the user(s).

Triggered emails are a blessing of their kind because the user doesn’t feel lost and gets a timely notification when taking an action. Now the question arises that what triggered email marketing is, and how to do it.

These are the questions that we shall discuss in this very blog. Stay tuned!

Table of Contents

  • What is trigger email marketing?
  • Are triggered-based emails important?
  • Trigger email types and triggering events
    • Welcome emails
    • Cart abandonment emails
    • Re-activation emails
    • Order confirmation
    • Order confirmation
    • Birthday messages
  • Triggered email marketing implementation best practices
    • Use a relevant email marketing automation toolPersonalize your emailsDefine trigger eventDon’t send long messagesUse images in your emailsSend valuable messagesMention call to action
    • A/B test before sending
  • Final words

What Is Triggered Email Marketing?

Trigger marketing or triggered email marketing is an effective form of email marketing that helps companies to reach their customers more efficiently. This type of marketing involves the use of an email marketing automation tool that allows companies to send emails in response to certain actions taken by the user.


This could be anything from a purchase, signup, or website visit and can be tailored specifically to each customer. Triggered emails are highly targeted and personalized, meaning they are much more likely to engage with customers and increase sales.

By using this form of automated emailing, companies can save time and money whilst still providing a personalized user experience for their customers. Since trigger emails are sent to the users without recruiting any professional team to handle your email. This is done through an automated process to deliver the right and timely information to the users.

Are Trigger-Based Emails Important?

Triggered email marketing is responsible to achieve your set marketing goals. There are several reasons show that trigger emails possess much importance. These types of emails are good to build your trust with the users resulting in more sales, saving time, and influencing the users’ psychology.

There are several reasons you need trigger marketing, some of which are discussed as under:

  • Boost Open and Click-Through Rate: Triggered emails are sent in response to an action taken by a prospect or customer. Therefore, when customers receive these emails they open them up instantly – resulting in boosted open and click-through rates.
  • Increase Loyalty: In today’s busy world, no one has enough time to wait for several hours to get relevant information. People seek instant results. That is why, when they take an action, they expect a quick response. When you use an email marketing automation tool, it will do the job for you. Delivering immediate information to the users will bring them closer and closer to the sales funnel resulting in increased loyalty. Today, it is not easy to hold the customers intact with you when there is a lot of competition in the market. When you come up to the users’ expectations, they become your fan, and the reason to increase your sales.
  • It Is Time-Saving: Up till now, we are very much clear about the fact that email marketing is done through an email marketing automation tool. You already set the criteria for the triggered emails according to the expected actions taken by the users. This phenomenon doesn’t push you to wait for the action and response personally. Hence, it is highly time-saving.
  • You Don’t Need an Extensive Team: The marketing automation tool takes care of the trigger marketing, so you don’t need to recruit an extensive team for communication purposes. On one hand, it makes the process so easy, and it saves a lot of revenue in terms of salaries on the other.

Trigger Emails Types and Triggering Event

Triggered emails are sent as personal messages to the user upon an event. There can be multiple subscribers who take the same action, therefore you need to use a reliable marketing tool that can handle this process efficiently.

Other than this, there are several events where you need to deploy your triggered email marketing, and you need to pre-set the triggers.


Welcome Emails

Welcome emails are sent to the users when they subscribe to the email list. These emails act like ‘thank you’ emails too and announce that the users are part of the mailing list now.

Welcome or “thank you” emails are automatically triggered as soon as a user subscribes to receive information from you. When you send a welcome email, initiate a communication workflow with the recipient, and tell briefly about your services or product.

Cart Abandonment Emails

Cart abandonment emails are one of the best marketing strategies to win customers back. Online shopping is nothing new to the world. People are doing it for many years but the pandemic has boosted the trend as never before.

Now, in the post-pandemic world, people have established a habit to purchase the required items online. During this process, many people select and add items to the carts but they don’t complete the checkout process afterward.

According to an estimate, 7 out of 10 carts remain abandoned. Being an e-commerce store owner, you should not let these seven people go untouched. There is no finality that when you send emails to these people, all will purchase the items they abandoned.

At least you need to contact all of them and hope for maximum return to you to make the purchase. Sending customized abandoned cart emails can do the job and it stands responsible to give you a better return on investment.

Re-Activation Emails

Re-activation emails are an important type of triggered email marketing. Some subscribers subscribe to your service, but they no longer show any interest. You must get in touch with them and ask if everything is alright.

In the re-activation emails, you can tell the users that you miss them and that they are special to you. When you use an email marketing automation tool, you can set a trigger to send an automated re-engagement message to the users according to the defined criteria.

Sending re-activation emails is a better choice in both cases whether users get activated or remain the same. When they get activated, they will start using your services, on the other hand, if the situation remains the same you can remove these users from the database.

Order Confirmation

When a user orders your product, he expects a confirmation message. When you deploy an email marketing automation tool, they will instantly receive a confirmation email for the order they placed.

All you need is to set a trigger for the purchase completion, and your marketing tool will automatically relay the email upon the action. That sounds cool, isn’t it?

Birthday Messages

Birthday is one of the most important days of one’s life. Everyone loves to get wished and celebrated on this day. Being a business, you should not ignore this important day for your users. Birthday emails are responsible to boost your return on investment.


On this special day, you get a chance to make your common customer your permanent fan. How? You can send discounted coupons, deals, or gifts to keep you at the top of the user’s mind for upcoming purchase business.

Triggered Email Marketing Implementation Best Practices

For now, we have clearly understood triggered marketing, and some of its types very briefly. But how to implement trigger marketing effectively – that we shall discuss in the upcoming section.

Follow these best practices to win the hearts of your customers:

Use a Relevant Marketing Automation Tool

Triggers are sent through the marketing automation tools such as Mumara as soon as a user takes some action. Triggers are sent when a user takes a certain action, such as when an email subscriber opens an email, clicks a link, or interacts with a form.

If a user signs up, unsubscribes give a score, or click a link, you can set up action triggers to take place automatically. When the user performs the action, it can send an immediate email or a series of emails to the customer and other people in your business.

This helps you keep your customers engaged and up-to-date. If a customer purchases an item, you can send them an email to follow up how their experience with the product.

If you want to make sure a customer is receiving the products they’ve subscribed to, an action trigger can help you. To send a series of notifications, you can set up a drip campaign.

Personalize Your Emails

Email personalization is around for a while. Today, every recipient expects to receive personalized emails instead of generic ones. According to the reports, when you send personalized emails, it increases the open and click-through rate by up to 75%.

People don’t pay much attention to the massage tailored as a “one-to-all”, instead of designing your message like that, pick a conversational tone so that the recipient may feel connected personally. You can use dynamic content tags so that the name of the recipients should be added to the email.

Define Trigger Event

Set up your trigger for triggered email marketing. Marketing automation tools come up with different choices to set the criteria to define the trigger event. It means that when you define a trigger event, the users will receive the triggered-based emails according to that criteria.

For example:

  • Contact is added to a list
  • Contact is added to a segment
  • When a field value is changed

You can further set the action according to the event that what you expect your marketing automation tool does in the response to that event, such as:

  • Send a broadcast to the user
  • Send a notification email to the admin
  • Start a drip group
  • Change contacts format
  • Update a custom field value
  • Move contact to another list
  • Copy contact to another list
  • Remove contact
  • Add contact to the suppression list

Further, you can also deploy trigger marketing when it is the birthday of the customer, when they abandoned a shopping cart when someone subscribes to your mailing list to receive newsletters and other updates, etc.

In response to these events, your users will receive automated messages that you set to send to the users instantly.

Don’t Send Long Messages

While sending the message, make sure you design a concise message. People don’t have enough time to read long messages. Therefore, follow the notion, “brevity is the soul of wit”.


Sometimes it’s also important to send long messages where needed, but more often, it is a good trigger email marketing practice to send short and summarized messages.

Use Images in Your Email

Images are a great way to inspire the users’ perceptions. An image speaks a thousand words. Do not hesitate to add images to your emails. Here you need to keep in mind that do not add too many images or too much text. If you do so, there are great chances that your message will be trapped in the spam folder.

Send Valuable Messages

Always offer something valuable to your customers. Sending too many emails can be an annoying factor for the recipient. If you will not take care of this aspect, there is a great chance that the users will start ignoring your emails, and most of them will be deleted even without opening them up.

When you will lose trust by sending invaluable messages, your important messages will also see the delete folder without any engagement. What you can send is the product review, new product launch, any important news about the brand, recommendations, etc.

All you need is to win the trust of the users by feeding them the content they actually want to read.

Mention Call to Actions

Call to action or CTAs are something that drives the users to some intended point. When you deploy triggered email marketing, there is always a purpose behind it. Therefore, mention a call to action to show a way the user where needs to go to take further actions.

We would also recommend you mention a single, and clear CTA in the email so that the recipient might not get confused. When you design a triggered email marketing program, keep yourself in the place of the recipients.

For example, if you are sending a triggered-based email to a user about a new arrival, what could be the best CTA? You need to consider sending “Shop Now”.

A/B Test Before Sending

A/B testing or split testing is a great way to find out the best version of your email. While conducting A/B testing, you can test email copy, subject line, CTA, or email design well before time.


After this split test, you will be able to send the most liked email to your users. If you follow these above-mentioned triggered email marketing best practices, you can win the heart and minds of your customers.

Final Words

Triggered email marketing is one of the best ways to engage users, and provide them with the required information well in time when they take some action. These triggered emails go hand in hand with the users throughout their journey to make some purchases.

All you need is to follow the above method to deploy your triggered marketing strategy to make it worth it. Last but not least, choose a perfect marketing automation channel for the best results.

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Eric Lee

A reader, writer, researcher, and explorer!

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