Triggered emails are those emails which are automatically sent to your subscribers in response to an event performed or action taken by the subscriber on your site. The difference between normal batch and blast emails and triggered emails is that the later are sent after taking subscribers’ data and action into consideration, making them more relevant and timely. Stats says, Triggered emails have 50% higher open rates than non-triggered emails as they are relevant, valuable and timely. This means better customer experience and hence improved conversions.
Though there is virtually no limit to the number of triggered campaigns you can create, here are some of the common event-triggered emails; welcome emails, thank you emails, abandoned cart email, transactional emails, post purchase emails, win-back emails. According to Epsilon, Triggered emails have a click through rate 152% higher than traditional emails. Here are 10 examples of triggered email which are extremely effective in design.
1. Jetsetter Welcome Email is an Event-Based Trigger
A welcome email is the simplest email triggered immediately after an event like a purchase or a sign up. It should be designed in a manner that it looks appealing and will create a positive first impression on your subscribers. Jetsetter welcome email delights the viewer with a beautiful image and a pre-header whitelisting request to add them to your address book. The email clearly highlights the value proposition on becoming a Jetsetter member. The focus of the email is on the primary CTA which is kept prominent to make it more noticeable besides other secondary links to increase conversions.
2. LimeRoad Browse Abandonment Email is a Behavior-Based Trigger
LimeRoad uses browsing behavior of users to trigger automated e-mail with relevant & intelligent recommendations. They know that targeted emails will encourage subscribers to visit the site again, which in turn will increase their conversions and sales. The email is simple and clean in design with a personalized and well written subject line, which clearly conveys what customers can expect from the mail. All the product images are clickable and leads to the landing page, which is a great way to drive viewer to the site and make it easier for them to purchase. A browse e-mail program has proven to be one of the best e-mail moneymakers for ecommerce.
3. Total Wine & More Birthday Email is Date-Based Trigger Campaign
Another best known trigger email example is the happy birthday message. Total Wine & More has used birthday date to trigger an email to those on their subscribers list. The email is set out before the date with a personalized subject line (“A birthday treat to get you started”), copy & offer to appeal to the subscriber. The product images too reflect the celebratory look and feel. Despite offering a minimal discount coupon, the email will surely help to generate more sales.
4. BestBuy Abandoned Cart Email is Behavior-Based Trigger
Study says, people who purchase after getting cart abandonment emails spend 55% more than those who buy straightaway.
An e-mail message sent to online shoppers triggered after they have abandoned their carts can encourage them to return and complete the transaction. BestBuy too saw an increase in their conversions with an abandoned cart email that is simple yet effective. The copy include three links, “Help Topics”, “Store Pickup”, and “Low Price Guarantee” to help prospects in completing their purchase. Also, they have used a image of a real person to built more trust and give it a personal touch.The inclusion of the items left in your cart at the bottom of the email is an excellent idea to make it stand out and help the user connect instantly.
5. Cooking.com Triggers Thank You Email Based on Customer’s Last Purchase
Cooking.com has sent its Thank You email based on a customer’s last purchase. The retailer has set a short & concise email to reengage its old customers and nudge them to come back for a repeated purchase. The email doesn’t comes across as too sales-y and also includes a discount to tempt them to make a repeated purchase.
6. Etsy Thank You Email is Triggered After the First Purchase
A thank you email can be triggered to a customer after he has made his first purchase. Etsy surely knows how to turn a customer into a repeat buyer. Sending special discount to new or loyal customers works really well. As per the 80-20 rule, 20% of your top customers are responsible for 80% of sales. Giving thank you discount to customers can not only have direct sales benefits but will also help you in making them a loyal customer.
7. Sephora’s Review Email is Triggered After a Purchase
Every marketer knows that timing is critical for sending post purchase review emails. Depending on your industry preferences, specify a event triggered email sequence for sending a review email between 2-3 days after the purchase to 1-2 weeks after the purchase.
8. Zappos Order Confirmation Email is Activity-Based Trigger
An Order confirmation email is one of the first post purchase follow-up emails triggered to your subscribers on completing a specific task on your website. The confirmation email has a very high open rate as people expect a mail from your side as soon as they complete a transaction. These critical transactional triggers are a good way to reduce customers post purchase anxiety and gives you a chance to establish trust.
9. RunKeeper’s Win-Back Email is Inactivity-Based Trigger
RunKeeper’s win-back email targets buyers who have been inactive in a set amount of time. The simple yet tutorial-style email strikes the right note by offering help to get started. RunKeeper team knows that inactivity may be due to a lack of understanding to use the app. The pre-header too includes useful links to teach the subscriber how to track an activity with RunKeeper.
GetAmplify helps you to define your triggers (known as Events – learn how to map important user events through GetAmplify) by specifying the main events, which when performed by a website visitor, will trigger the email auto-responders. Triggers may be based on your users on-site activity/inactivity, demographics, specified dates and any other important metrics you have to keep a track for your business.