Everything To Know About Using Triggers In Email Campaigns

Trigger-based email campaigns are one of the best tools you can use for your email campaigns because they let you personalise your marketing message, onboard new leads, nurture leads, and optimise your conversion process.

Triggers send emails to subscribers based on their online behaviour. For example, you can set up triggers to send emails to subscribers who’ve viewed particular product pages, opened certain emails, or bought an item online.

Here, we explain how you can set up triggers for your email campaigns.

Why you should use triggers in your automated email campaigns

Triggered emails clearly save time from not having to manually send individual emails, but they also offer a number of proven benefits. Triggered email marketing campaigns result in high open and click-through rates thanks to their relevance and timeliness based on customer behaviour.

Email triggers could also result in higher conversion rates. Compared to generic email broadcasting, triggered email campaigns could multiply revenue because they’re more relevant to a potential customer’s needs, therefore customers are more likely to continue subscribing and opening your emails. Triggers also allow for faster segmenting and scheduling, therefore allowing your marketing to become more efficient.

By using trigger-based campaigns, you can enjoy higher customer retention, which is critical as your future profits will most likely come from your existing customers. Finally, triggers give you more opportunities to sell, upsell, and gather data.

Triggers can be used to update customers on pricing, product availability, renewal due dates, and any changes to your business. They can be used for an onboarding process, with multi-step triggers, whilst they can also be used to reduce cart abandonment with discounts, incentives, and reminders.

10 Different triggers for your automated email campaigns

Using a marketing automation platform is ideal as it will allow you track all your email segments and set up different triggers for each stage of the marketing funnel.

Follow the instructions from your email marketing platform for how to set up these triggers:

1. Welcoming and onboarding subscribers

When a customer subscribes to your list, you can set up triggers to send out welcome emails depending on the segment they belong to. The welcome email helps them understand what they can expect from subscribing.

You can also use an onboarding sequence of emails to provide users with tips and advice for shopping, or otherwise getting started. These emails can establish trust, help with retention, and assist with establishing a stronger connection with customers.

2. Shopping cart abandonment

TractionNext - Triggers In Email Campaigns (3)Shopping cart abandonment is a great opportunity to gather more data about specific customers and follow up to encourage customers to buy. A trigger-based email can include a reminder about the product the customer left behind. You could even include special discounts or cheaper alternatives to encourage them to return. Free shipping, attractive photos and positive reviews for the product are other incentives you could offer.

3. Inactivity

Periods of inactivity can be used as triggers for friendly get-back-in-touch emails. If customers haven’t logged in, purchased, or opened their emails in a while, you could use a inactivity email with an eye-catching subject line to incentivise customers to return. A free product or special discount can be excellent offers for encouraging customers to return to your business.

4. Lead nurturing

Lead-nurturing emails can be excellent ways to build trust and maintain a connection when customers aren’t yet ready to buy. These emails are designed to boost awareness rather than promote a specific product or service. For example, if a subscriber to your list hasn’t made a purchase or clicked on an email link since signing up, you could use this behaviour as a trigger to send out educational, informative emails about your product or services. Helping them understand how your product works could, in time, encourage them to buy when they’re ready to do so.

5. Retention

TractionNext - Triggers In Email Campaigns (2)

Customer retention is critical because it’s easier to sell to existing customers than to new customers. Retention emails can be triggered by inactivity, no response to offers or discounts, and other behaviours that indicate valuable customers might be lapsing. Use the opportunity to send out attractive offers of interest, special discounts for valued customers, and other incentives. You could also reach out to these segments to find out how you can better serve their needs.

6. Dates and special occasions

Dates, special occasions and events can be used to trigger certain emails. Birthdays are an obvious opportunity to send out an automated, personalised email with a special offer, such as a discount birthday coupon. These emails can be used to boost loyalty and engagement, as well as a positive perception of your brand. Holidays, anniversaries, follow-up appointments, subscription renewals, and special events for celebrating your company (such as a product launch anniversary or founding anniversary) could also be excellent date triggers for special emails.

7. Ask for reviews

Request-for-reviews emails are straightforward and they express how much you appreciate your customers’ opinions. It’s also an opportunity for your business to gather valuable feedback on what customers think about your products and services. For example, you can set up personalised emails to be sent out a week or two after the customer receives the product or service to gather a review. You can even provide discounts or credits for completed reviews. If you post reviews on your website they will provide social proof that your business is respected and trusted by other customers.

8. Email behaviour

You can set up a whole range of triggers in response to email behaviour for subscribers to your list(s). For example, you can keep track of whether customers are opening your emails, clicking on links, or sharing and forwarding your emails. You can send out thank-you emails to those who click on your “share this email” buttons, and you can send out special offers to buy when subscribers click on specific types of product or service links.

9. Website or ecommerce behaviour

Triggers based on website or ecommerce behaviour can also pave the way for highly effective engagement through automated, personalised emails. For example, you could set up trigger emails when a prospect downloads an offer (like a whitepaper or informational brochure). You also can set up triggers and emails based on website views, video views and specific content views. Triggers based on ecommerce behaviour are important as you can send offers and information based on purchase history and interest in specific products or services.

10. Purchase and post-purchase

Purchase and post-purchase are important trigger events because they could assist you with repeat customers and retention. A purchase can trigger a confirmation email that includes product details and a thank-you message. The post-purchase stage could include different campaigns or personalised emails based on things like recent purchases, price range, or purchase categories. These post-purchase emails can include feedback requests, asking whether customers need any product or service assistance, or recommendations for helpful resources.

Triggered emails deliver results

Triggered emails are one of the most powerful tools in your email marketing automation toolbox. They can be used for everything from onboarding to boosting after-sales relationships and retention. Additionally, by setting up triggered email campaigns, you can be armed with the best information about how to continue serving your target market.

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