Top.Mail.Ru
Trigger emails — Postmypost
Log in
Sign up
RU EN
Log in Sign up
Glossary – Trigger emails

Trigger emails

Nikiforov Alexander
Friend of clients
Back

Contents

What are trigger emails?

Trigger emails are automated electronic messages that are sent in response to specific user actions or events. For example, such emails can be triggered by signing up for a platform, making a purchase, or even on a subscriber's birthday. Popular examples of trigger emails include welcome, reactivation, and congratulatory messages, as well as abandoned cart notifications.

These emails significantly automate the message-sending process. Once the appropriate scenarios are set up, users will receive emails at the right moment without the need for constant intervention from the marketer.

For instance, the marketplace Ozon sends notifications about abandoned carts, highlighting that the items in the cart are popular and may soon run out. This creates an additional incentive to complete the purchase.

Benefits of trigger email campaigns

Trigger email campaigns have several significant advantages:

  • Automation of sending: Once set up, emails are sent automatically when triggers are activated, saving time and resources.
  • Personalization: Emails are addressed to specific users based on their actions and interests. According to Instapage, personalized email marketing generates an average of $122 in revenue for every dollar spent.
  • High open rates: Trigger emails are opened more frequently than regular marketing emails.

The primary goal of trigger email campaigns is to retain potential customers and encourage them to take further actions in the sales funnel. According to research by GetResponse, such emails are opened by an average of 44% of users, and 10% click on links. These figures are significantly higher than those for mass mailings, which typically have an open rate of only 10-20%.

Who needs trigger email campaigns

Trigger emails can be beneficial for almost any business as they allow for prompt responses to user actions and offer relevant solutions.

  • Online stores: Can use welcome emails, reminders about abandoned carts, and automatic promotions.
  • SaaS companies and service industries: Emails can inform about current offers and features, as well as motivate customers to use the service.
  • Media: Trigger emails can bring back the audience and engage readers in discussions about the materials they have read.

Types of trigger emails

There are several main types of trigger emails:

  • Welcome emails: Sent after subscription or registration to introduce the user to the product or service.
  • Reminder emails: An example includes notifications about abandoned carts that remind the customer of an unfinished purchase.
  • Reactivation emails: Used to regain the attention of subscribers who have not interacted with the mailing list for a while.
  • Recommendation emails: Contain personalized offers based on previous purchases or user interests.
  • Congratulatory emails: Sent on birthdays or other holidays, often with special promotion offers.

How to analyze the effectiveness of trigger email campaigns

When evaluating the effectiveness of trigger email campaigns, it is important to consider several key parameters:

  • Opens: The number of people who opened your email.
  • Clicks: How many subscribers clicked through to the website from the mailing.
  • Unsubscribes and spam complaints: The number of people who unsubscribed or complained about spam.
  • Conversion to target action: The percentage of users who completed the planned action.
  • Profit from the email: The total amount earned from each trigger email.

In my experience, trigger emails can account for up to 50% of the overall effectiveness of the email channel, especially if a sufficient number of scenarios are implemented. If this figure is lower, it indicates potential for growth that can be leveraged to optimize existing mailings and add new scenarios.