Triggered Email: Beyond the Blast
The scene: a late-night Amazon scrolling session where your cart is full of must-have items like an avocado slicer, a tofu press, and a vintage butterknife. But wait! You put down the phone and go to sleep, your wallet thankful for your willpower.
But then! The next morning you get the email you didn’t want to see…the abandoned cart email. It stares you down with all the items in your cart, and even, unbelievably, more item recommendations you now know you need to have. Amazon got you with an expertly designed and delivered triggered email. How did this happen?
We’ll tell you.
What are triggered emails?
Email is a versatile tool when you go beyond what some call “batch and blast.” By setting up triggered email sequences or single emails triggered by activity, you can hyper-personalize email for better engagement and a better sender reputation for ALL the email you send.
Unlike the ever-so common email blast or email sent to an entire distribution list, a triggered email is closer to true one-to-one communication. The simplest way to describe a triggered email is “the right email at the right time,” and can be configured for multiple use cases to help save you time. Triggered emails can be used to capitalize on a recipient action (abandoning a cart), fulfill a request (password resets), or celebrate an event (birthdays, anniversaries).
Triggered Email Examples
There are right ways to use triggered email and there are wrong ways. Doing the wrong things can cause major reputation damage while using them appropriately can increase email engagement and improve the efficacy of your email program overall. But remember, consider user experience – when do they want to receive an email or when would an email feel creepy? Missteps like those can push a recipient to complain about the email and damage your sender reputation.
Here are some common use cases for triggered email. A special “thank you” to the really good folks over at Really Good Emails for making it easy to find examples. 💌
Personalized marketing emails
Like the midnight Amazon shopping spree demonstrated, personalized marketing emails can be super effective in getting the recipient to take action. We all know you typically shouldn’t try to be everything to everyone, and neither should email. Personalizing email to the recipient is key in encouraging positive engagement, but personalization can be difficult, if not for triggered email.
An abandoned-cart email is a perfect example of a personalized triggered email. A full cart sits for a given period of time, and if it isn’t actioned in some way, an email auto-sends to remind the shopper of what’s waiting to be purchased.
Other examples include data-triggers, like birthdays or anniversaries. Surprising and delighting subscribers with the data they’ve provided can be super effective in demonstrating the brand’s appreciation without making the recipient feel like they need to do something to be rewarded.
Discounts related to previous purchases can also be a wise way to structure a re-engagement campaign and those triggers can be fairly straightforward. If any customer purchases Product A, in one- or two-weeks’ time they can receive an email about Product B, just by virtue of their first purchase.
You’ve got a campaign in mind with a journey mapped out. Once someone downloads an asset, they’re put into a group of potential clientele and become sales targets. If they’ve provided their email address for a marketing asset, they can be put into a drip campaign using triggered email.
Like our friend Sir Isaac Newton told us, every action has an equal and opposite reaction. Your prospect gives you information (for example, they clicked on a percent-off coupon for books) and that action triggers an email reaction giving them information (perhaps recommended new book releases). Setting up these complex systems of actions and responses can create a robust campaign for sales prospects to warm up people already in a funnel.
Without using triggered email, this kind of email use case would require batching people by action, such as a group who opened a specific email but did not click, a group who opened and did click, and a group who received but didn’t open the email. Then three emails need to be created and scheduled to be sent en masse.
With triggered email, if a user clicks on a link within an email, they’re automatically qualified for that group’s next email, which can be scheduled for any amount of time after the action. For example, if I click to download an ebook from a drip-campaign email, in one week I might receive another email with an asset related to the ebook I requested. That email can be sent without any additional work from the email marketer. So, you’re providing a prospect with consistent engagement without making additional work for you every week. Win-win, for both B2C and B2B use cases!
You want new subscribers to feel welcome. If you don’t, they might snag the discount you offered for their email address and promptly unsubscribe the next time they receive a discount-less email from you. To help avoid immediate disengagement, you can consider using a welcome campaign automatically sent via trigger.
Not only will the first email be triggered by the sign-up request, but you can schedule additional triggered emails to continually provide incentives based on their reactions to each email. Like demand gen, this is a great opportunity to warm people up to your email without spending lots of time sorting and matching subscribers to batch emails.
Transactional email is a big use case for triggered email, and it’s also got a big difference from marketing email: They’re time-sensitive. Sure, a marketing email could have a limited-time promotion, but transactional email often has a recipient waiting for its arrival.
Examples of transactional emails include order confirmations and receipts. A purchase should automatically trigger the deployment of a receipt email without significant lag time. This is where email science starts to creep into the discussion.
There are two major points to be made in a discussion about transactional email. If it’s important mail, which it likely is, it needs to be able to be delivered as quickly as possible. If you’re sending large amounts of marketing email from the same mail stream, your transactional email could get throttled or simply lost in the shuffle. You’ll likely want to send transactional email from a different domain and sending IP to better ensure it’s delivered quickly and without interference. MBPs are more likely to intervene on large-volume sends.
Second, the engagement on transactional email is usually much higher than traditional marketing email. Why? Transactional email is often the very definition of “wanted mail.” Everyone wants to be sure their order reached the merchant. This positive engagement sends likewise positive signals to MBPs reinforcing their decision to not filter mail from this sender away from the inbox. This can positively skew the overall reputation of a sender, meaning if your triggered transactional emails are effective and timely, your overarching marketing email might benefit from better MBP treatment overall.
Much in the same vein as transactional email, IT pros will want to configure operational triggered emails. These are incredibly time-sensitive emails because they’re actually requested by the recipient. Whether a password reset or two-factor authentication request, these triggered emails need to be quick and reliable, underscoring the need for a positive and consistent reputation. These also should be separated from the overall marketing stream, along with transactional emails, to better ensure these triggered emails aren’t caught by spam filters or held up via throttling caused by other larger sends potentially happening at the same time.
Measuring triggered email success
According to our data, any kind of triggered message enjoys much greater engagement than a larger “blast” email, be it marketing or transactional in nature. In fact, triggered, highly targeted marketing messages get opened nearly three times as frequently as a mass email and are thus much less likely to get filtered into spam. The engagement signals get even higher when talking about emails sent in direct request of the recipient, like a password reset.
But interestingly enough, engagement tracking on triggered email is not usually done by default within email service providers (ESPs). There are benefits to keeping engagement tracking off, predominantly for security or performance reasons. But, there are also positives to turning it on.
For example, if people are consistently unsubscribing to a demand gen drip at email five, consider ending the journey at email four. Allowing a drip to continue to trigger emails when the recipient stopped engaging is a surefire way to chip at a good sender reputation.
Another great case for turning on tracking for triggered emails is the ability to analyze and adjust your triggered marketing mail. If people are marking abandoned cart emails as spam, consider changing messaging to be clearer in your intent. Does your subject line reference an order not yet placed, or is the subject line so vague as to not indicate its intent?
But even operational and transactional email has lots of great learnings within its engagement data. Since SocketLabs tracks every open and click, not just the first occurrence of each, we’ve seen transactional email generating more than 170% open rates and almost 80% click-through rates. Yes, this is wild.
Here’s the bottom line: Triggered email can make your life easier if you do it correctly. You can have multiple email streams operating at the same time to make everyone feel engaged. Beyond a large distribution with a general sale available to everyone, you can also have an abandoned cart email sent around the same time without any additional work to do so. Then, that same person could request a password reset and place an order all within a half hour. All those emails can and should be triggered to get them to the recipient quickly and reliably, cementing a great customer experience.
To do this, you need to personalize triggered emails, set up intelligent frameworks to send the right email at the right time, and keep a close eye on engagement signals to understand what’s working and what isn’t. Without the right infrastructure, you risk over-emailing, dinging your reputation, and making those mission-critical emails like password resets harder to deliver.
Interested in learning more about how email can be used to improve the experience for your customers? Let’s talk email.