How to Use Trigger Emails: 4 Best Practices with Examples

Triggered emails are a very effective marketing strategy that generates millions of dollars in sales for eCommerce businesses each year. Today, technology has advanced to the point where it is a sophisticated and automated system for bringing clients into the sales funnel and retaining them. However, the key to a successful triggered email marketing campaign is to use a variety of triggers to move prospects through the buying funnel at various points. Consider your usual buying funnel and how a shopper’s intent changes as they get closer to making a purchase.

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What’s the Difference Between Marketing and Triggered Emails?

The main difference between triggered emails and generic promotional emails is that triggered emails are sent to an individual on a one-to-one basis, whereas promotional emails are sent to a group of people (where many people are sent the same email at the same time). Triggered emails are extremely effective email marketing tools because they are both timely and relevant, giving real value and use to the recipient.

Triggered emails, according to Forrester Research, create 4x more revenue and 18x more profit than ordinary emails. Furthermore, triggered emails have been discovered to account for more than 30% of total email income. The goal of triggered email marketing is to send relevant content every time. It allows your team to concentrate on the most important task at hand: keeping your customer base.

4 Trigger Email Examples:

  • Welcome email
  • Abandoned shopping cart email
  • Birthday email
  • Reactivation email

1: Welcome E-mail:

The average open rate for welcome emails is 50%, which is a huge number. Follow the welcome email best practices to greet new subscribers or customers. The income generated by these emails is 320 percent higher than any other sort of email. They’re also an excellent opportunity to make a good first impression. The first email you send to a new customer establishes the tone for the remainder of your interactions with them.

Your welcome message is the one broadcast everyone will see, depending on the action—such as making a purchase or signing up for your company newsletter—so the impact it makes will compound over time. Example:

Even the simplest details in a welcome email can convey a lot about a company. And in the case of Food52’s welcome email, the preview wording at the top of the email, “We brought nibbles,” does this admirably. The welcome email from Food52 also does a wonderful job of establishing confidence by putting a face (or two) to their name. When you open the email, you’ll find a photo of the company’s founders, as well as a welcome message from them.

2: Abandoned Shopping cart E-mail:

Abandonment-triggered emails are delivered to customers who have shown signs of abandoning their cart before making a purchase with your company. These actions can be as late-stage as abandoning a shopping cart full of items or as early-stage as departing a category after exploring.

At-risk triggered emails are sent to customers who used to buy from your site on a regular basis but haven’t done so in a certain amount of time. As a result, these customers have effectively indicated that they are willing to forsake your brand. At-risk triggered emails inform these customers that you miss them (and their business) and ask them to return to your website. Example:


Why do we adore this Glossier cart abandonment email? Subject line: One less lonely bag in the world, to begin with, it isn’t the conventional “oops, you forgot something” message that most companies send. Instead, they joke about the fact that this is a triggered email and encourage you to “Get Back in There” and continue what you started.

3: Birthday E-mail:

You can automate your happy birthday email to be sent on your subscriber’s real birthday as the simplest technique. Depending on how you want to engage with your subscriber, you can include a message, discount coupon, complimentary gift, or even a call-to-action. It’s vital to remember, though, that sending only one email is perilous because you only get one chance to connect.

The communication channel is closed if your subscriber deletes or scans your email. Customers may be hesitant to open an email with a subject line that they don’t recognize. They may not open an email that says – Here Is a Discount Coupon for Your Birthday. Or simply Birthday Greetings from XYZ – but they will open an email that says – We Just Launched Our Winters’ Collection. Example:


They go for a bold design, with “Hip Hip Hooray” written in large lettering at the top and a mix of birthday sprinkles and Puma sneakers, which I think is very brilliant. This is a lovely addition that puts readers in a happy mood. They include a clear offer of 20% off the reader’s next purchase just below that. Which should create a strong incentive to buy. They only need to get their code and use it while making a purchase. It’s dead straightforward, and Puma doesn’t allow any space for doubt.

4: Reactivation E-mail:

If you’ve read our blog post on using email marketing to establish connections. You’ll understand how critical it is to nurture the contacts and customers you already have. After all, these are people who have previously expressed interest in your company. And it’s usually less expensive than making new contacts.

Example: Grammarly re-engages dormant subscribers by displaying a “Wrinkle in Time” badge on their profile. They must make Oprah W. very proud. They nailed the ingredients of a successful re-engagement email campaign with a brief and clever CTA button ” GO.”

You can construct both simple and complicated email trigger campaigns using EngageBay. An intuitive and visual workflow builder, and make use of dozens of built-in triggers and actions. You may also utilize segmentation to create smart (automatic) lists for your email lists. And the drag-and-drop email form builder to send tailored emails based on the correct triggers. Deep insights show you what works and what needs to be improved so you can stay on top of the game at all times.

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