5 Best Practices in Email Triggers

What are email triggers?

Email triggers are messages that are sent automatically based on your customers's actions. Trigger based messages can improve retention and engagement. These messages can take various forms; whether it is a series of welcome emails, a reminder to repurchase a needed product, a message to let your customers know that you miss them or haven't seem them lately, or even a cute reminder that their wedding anniversary is approaching.

Trigger Based Email Best Practices

• Relevant offers - Make sure that if you are sending an up-sell or cross-sell triggered email, the product offered or deal meets your customers wants and needs.
• Control email frequency - Establish rules and set limits on the number of emails that a specific customer can receive in a given month.
• Follow up - As you control frequency, make sure you don't email once and forget. Set a series of emails with 15-30 day lapses with reminders when a customer has not responded to your previous campaign.
• Test and learn - Try different things. For each of your trigger based campaigns, try various subject lines, images, content, and offers. Repeat what works and remove what doesn't.
• Start simple - There are many ways to trigger emails. Start simple, maybe on a recurring campaign and see what results you get. Once you see the value for your organization you can start thinking about other trigger based campaigns that can help your business.

A well thought out trigger based marketing campaign can provide great results. Think about it as a marketing machine that is working for you 24/7. This strategy is also about targeting better and providing content to your customers that they will deem relevant.

Other email trigger content you might be interested in:

• Email Trigger Examples
• Event Triggered Marketing
• Email Trigger Overview