Trigger Email Campaigns

One of marketing automation's key benefits is enabling campaigns that would otherwise be very labor-intensive.

Trigger emails are exactly what they sound like – automated emails that are triggered by a specific action taken (or not) by a prospect or customer, or a time-related event. Examples of trigger email campaigns include registration confirmations, Welcome, Thank You, and Abandoned Shopping Cart.

This swift response makes trigger emails highly relevant to where the person is right now. Responding quickly means you'll catch someone at the time they're still actively thinking about the product or topic that triggered their action and your email.

Best practices in trigger email campaigns

When people download content from your website:

Send a Thank You trigger that invites them to ask questions, and provide an email link for that
If they click a specific link in that content, send a trigger related to that

Target prospects who aren't moving through the funnel. Send a trigger email with a special offer to see if you can get them re-engaged.

Target existing customers: People who have already bought from you are your very best leads for an up-sell.

When a customer purchases, send a confirmation trigger email thanking them
Shipment of a physical product is good for a trigger email letting them know when to expect their purchase, perhaps including a tracking number
If you know customers tend to buy related products, send a trigger email about one that's often purchased

Once you set the rules, Act-On marketing automation takes care of it all for you, executing automatically and keeping track.

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