TRIGGERED
EMAILS
The Ultimate Weapon to Help You Win the Email Game
Inboxes are being flooded with emails today thanks to the email firing from brands. And for marketers, it means working harder for better email opens, engagement, and click-throughs. But there’s one weapon in your arsenal that can help you cut through the noise and win at the email game - triggered emails.
WHAT IS A
TRIGGERED EMAIL
A triggered email is an email sent automatically to a user based on certain behavior or action taken by them. These trigger events are pre-defined, and when a user meets the conditions, they receive a triggered email. Simply put, with triggered emails, you send the right message at the right time, thus providing value to the recipient.
Take a look at these statistics from a
2019 study by GetResponse:
This data does trigger your thought process, doesn’t it? If it still doesn’t, let’s take a look at the significant benefits of sending triggered emails.
BENEFITS OF
TRIGGERED EMAILS
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Ensure higher engagement
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Assure greater relevancy
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Result in higher conversion rates
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Establish higher customer retention
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Build trust and loyalty
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Reduce time spent on repetitive emails
Let’s dive into the nuances of triggered emails to make this potent weapon work in your favor.
MUST HAVE TRIGGERED EMAILS
IN YOUR ARMORY
To make the most of your email marketing, here are the 6 types of triggered emails you should send to your subscribers.
01
WELCOME
EMAILS
EMAILS
According to a study:
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The average email open rate is 22.02% and the average click-through rate is 2.13%
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The average welcome email open rate is 86.03% and the average click-through rate is 24.69%
The humongous difference can be attributed to the fact that subscribers ‘expect’ welcome emails. According to Omnisend, with a 52% conversion rate in 2020, welcome emails drove nearly 12% of all email orders.
Pro Tip: You can send a single email or a sequence of 3-5 welcome emails (sequence works best!).
For email examples to help you create perfect welcome email designs,
BROWSE
ABANDONMENT EMAILS
02
ABANDONMENT EMAILS
A browse abandonment email can generate a 124% increase in open rates! According to a study, such emails maintained a 17% conversion rate in 2020 and were responsible for 2% of all email orders.
Pro Tip: Retarget a visitor who left your website with an email highlighting perks of the browsed product. Base your suggestions on their previous shopping and on-site behavior.
03
CART
ABANDONMENT EMAILS
ABANDONMENT EMAILS
Statista says, in March 2020, 88.05% of online shopping carts were abandoned. This major challenge for e-commerce can be tackled with cart abandonment emails, which get an average open rate of 40.14% and a click-through rate of 28.64%. In 2020, cart abandonment messages saw a 34% conversion rate and were responsible for 11% of all email orders.
Pro Tip: Send a sequence of emails to reverse cart abandonments. Time the emails correctly.
For email inspirations to help you create cart abandonment email designs that work,
PURCHASE-TRIGGERED
TRANSACTIONAL EMAILS
04
TRANSACTIONAL EMAILS
Not surprisingly, order confirmation emails enjoy a staggering open rate of around 60%. Order-related emails are the most awaited emails, as customers are excited to know the status of their order.
Pro Tip: Make the most of these emails by cross-selling / upselling or simply engaging further.
05
RE-ENGAGEMENT / REACTIVATION
EMAILS
EMAILS
It costs 5 times more to acquire a new customer than to keep an existing customer. Re-engagement, win-back, or reactivation emails are thus essential to regain the interest of your lapsed customers.
Pro Tip: Personalize the email series, remind them why they signed up, offer other ways to stay in touch. As a last resort, let them unsubscribe.
BIRTHDAY / ANNIVERSARY
EMAILS
06
EMAILS
As per Omnisend, eCommerce businesses that send birthday emails to their customers get a 45% open rate, 12% click rate, and 3% conversion rate! With such good numbers to back you, you must leverage this marketing tactic.
Pro Tip: “Emotion + Special Discount” is the combination that works best for these emails. Don’t forget to personalize with ‘first name’.
Need inspiration to create awesome Birthday/ Anniversary email designs?
PULLING THE TRIGGER -
HOW TO SET UP TRIGGERED EMAILS
Here’s how you can set up the triggers in your ESP:
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Step 1:
Your eCommerce API stores the product data, list of customers, as well as transactional events. Read this data from your eCommerce API into your ESP API.
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Step 2:
Set the triggers to send the right email to the right customers based on their behavior.
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Step 3:
Set marketing pressure rules to control the email frequency.
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Step 4:
Define appropriate rules for multi-step campaigns.
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Step 5:
Create the emails in your ESP.
HITTING THE TARGET
Triggered emails can work wonders for your business, and automation makes it easier to ensure that these emails are sent to the right person, at the right time, and with the right content. If triggered emails are already a part of your email strategy, try to make them more relevant and personalized, and set up more triggers for a greater ROI.
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