Definitive Guide For Trigger Emails: 12 Types and Examples

It’s no secret that email marketing is one of the most effective marketing strategies out there. But it can also be an easy way to annoy or even offend your customers if you don’t use it strategically. By creating triggered emails that are relevant, timely, and respectful of your customer’s privacy, you can ensure that they’re getting only what they signed up for!

Apex Trigger: How to send an email using trigger.

What are the benefits of trigger emails?

Trigger emails are often a beneficial tool for marketing departments to use. Here are some of the benefits creating trigger emails can offer:

Sets expectations

Because customers receive trigger emails after a certain interaction, it can establish an expectation between the customers and the company. As a marketing professional, you can use this expectation of interaction to build trust and familiarity with the customers of the company for which you work. This can help improve the companys reputation and develop a strong customer base.

Encourages customer retention

Customers who feel that they are being rewarded for interacting with the company, such as buying a product or subscribing to a newsletter, may feel more inclined to frequent that company. This allows companies to build customer retention, which means they can rely on a steady customer base. As a marketer, you can encourage this by sending discounts and special offers in trigger emails.

Allows for simple marketing

After you initially create and program a trigger email, customers receive them automatically after a certain action. This means that you and other marketing professionals dont have to send them out yourself. For example, you might set up a system to send a trigger email to customers when they visit your companys website.

Shares information

Trigger emails are a great marketing tool to share information about companies and events. These emails can contain links to company websites, social media accounts and discount codes. You also can include information about store hours, sales and membership options, if the company for which you work offers them.

What are trigger emails?

Trigger emails are promotional messages that companies send automatically to consumers who regularly interact with the company. Professionals create these types of emails to send out to customers after they complete a certain action or on a special occasion. For example, if a consumer makes an in-store purchase, the company might send a trigger email to offer a coupon for their next visit. Similarly, consumers may receive trigger emails around holidays to advertise specialty products.

12 types of trigger emails with examples

There are many different types of trigger emails that you can create. Typically, professionals categorize trigger emails by their purpose. Here are some examples of the different types of trigger emails:

1. Welcome emails

You can set up welcome trigger emails to send to a customer who joins the companys newsletter or membership program. You can also send this type of trigger email after a new customer makes their first purchase. Welcome trigger emails help encourage new customers to feel loyalty towards the company by sending a timely and personal greeting to them. Consider this example when writing the copy for a welcome trigger email:

Welcome, [customer name]!
Thank you for joining the Stevie Cones email newsletter. Were so excited to share information about our company and give you access to our best deals and events! With an extensive catalog, monthly deals and free returns on any purchase, we offer a hassle-free and fun shopping experience. Learn more about us here. [Use an anchor link to send customers to the company website.]

Happy shopping!

2. Onboarding information

Onboarding information trigger emails prompt customers to set up accounts with the company and provide more information. Typically, you may send one of these emails after a customer subscribes to a newsletter or uses the guest check-out feature on the online store. Consider this example when writing the copy for an onboarding trigger email:

Experience a faster check-out process when you make an account with Club Waffle! With a customer account, you can enjoy perks such as a faster check-out time, birthday discounts and access to our rewards system. Click here [Insert an anchor link] to start your account today!

3. Reactivation messages

Reactivation messages are a type of trigger email you can send to customers who havent made a purchase for an extended amount of time or have discontinued their membership. These emails can offer incentives and aim to regain the customers support. Consider this example when writing the copy for a reactivation trigger email:

Earn one month free when you renew your membership to Sebastians Aquarium!
Dear valued customer,
A membership to Sebastians Aquarium allows you to have discounted access to the aquarium for you and your family. Bring up to four guests with you on your next visit to explore all Sebastians Aquarium has to offer. Renew your membership now to earn one month free and unlimited visits.

4. Abandoned shopping cart reminders

You can program the companys email automation system to send a trigger email to customers who view a certain item without purchasing it or put it in their online shopping cart without checking out. This can renew a customers interest in the product they were browsing. Consider this example when writing the copy for an abandoned shopping cart reminder trigger email:

Forget something?
Hi, [Customer name],
We notice that our new holiday plushie is still in your cart. Ready to finish checking out? Claim your limited edition holiday plushie before the end of the month. Click here to continue shopping! [Include an anchor link to the companys online store.]

5. Transaction confirmations

Transaction confirmations share information about a purchase the customer makes. Customers can keep these trigger emails in their records in case they need to contact the company about the purchase or include it in their budgeting. Consider this example to create this type of trigger email:

Thank you for your purchase from Louis Designs!
Your order confirmation number is 1255698. Look below to find information about your purchase:
Graphic T-shirt, size medium
Total: 26.50
Estimated shipping: 4-5 business days (October 12th-17th)
Please send us an email at [email protected] if you experience any issues with your order.

Thanks for your support!

6. Customer anniversaries

Some companies choose to send trigger emails to celebrate a customer experiencing a certain milestone with the company, such as a one year anniversary of becoming a member of a rewards program. This type of trigger email can express a companys appreciation for its customers. To write this type of trigger email, consider this example:

Dear [Customer name],
Congratulations on your one-year anniversary of becoming a gold tier supporter of Ring-a-ling Music! Thank you for your support! To celebrate this milestone, wed like to offer you 20% off of your next online purchase. Just enter the discount code “ONEYEAR” at check-out. Start shopping here. [Insert anchor link.]

7. Rebranding emails

Rebranding emails offer information on a new product or practice of the company. For example, if a local business is changing locations, they might send a rebranding trigger email to maintain a relationship with their current customer base. Consider this example when creating a rebranding trigger email:

New Year, new us!
Were excited to announce that Core I3 is expanding! Enjoy a wider selection of merchandise including clothing, entertainment and electronics when shopping online or in-store with us. Celebrate our expansion with us by using the code “EXPANSION” when shopping online or visit us at one of our locations to enjoy 10% off of any item.

8. Event notification

Event notifications might announce an event or situation, such as a fundraiser or holiday operation hours. Professionals may also create trigger emails to send during emergencies or to share other urgent information. For example, a company might send an event notification trigger email that looks like this:

Due to the severe weather, our Sunnyside location will be closing early today at 1 pm. If youd like to make a purchase after this time, please visit our website [Insert hyperlink.] We apologize for any inconvenience. Stay safe!

9. Holiday greetings

Holiday greetings trigger emails are seasonal messages to inform customers of limited edition holiday merchandise or sales. Professionals also use these emails to wish their loyal customers a happy holiday. Sending these emails can help build brand recognition and loyalty. Heres an example of a holiday trigger email:

Happy Halloween from the Spooky Scary family! We hope you have a great holiday. Havent found a costume yet? No worries, we can help! Visit our store now to browse a large collection of costumes, decor and other seasonal items. Stay spooky!

10. Account notifications

Account trigger emails notify customers about changes to their profiles, such as a new password or username. These types of emails allow customers to confirm these changes and keep them for their personal records. Heres an example of an account notification trigger email:

New Password
Dear [Customer name],
Were contacting you to notify you about your change in the password for your account. Not you? Let us know at [email protected]

11. Discount emails

Discount trigger emails offer a coupon to customers. Typically, customers might trigger these emails by making a purchase or reaching a milestone. Companies may also use these emails to celebrate holidays, launch new products or reward customers for loyalty. This type of trigger email can help encourage consumers to make additional purchases. Consider this example when writing copy for a trigger email announcing a discount:

Celebrate national pizza day with us!
Visit our stores online or in person to enjoy 30% off any regularly priced menu item. Still hungry? Enjoy our weekly deal of two three-topping pizzas for $20.99. Start your order now and enjoy an effortless and tasty dinner. [Insert anchor link to an online ordering system.]

12. Feedback requests

Companies might use feedback request trigger emails after a customer makes a specific purchase. Often, these emails prompt consumers to review the product, as reviews can help boost a companys sales. Heres an example of this type of trigger email:

Hi [Customer name],
Still enjoying the Chocolate Delights Gift Box? Let us know what you think by leaving a review here. [Insert link to review page.] Thanks for your support!

How to send trigger emails

Sending trigger emails can help the company for which you work to increase sales and customer retention. Follow these steps to learn how to send trigger emails:


What is a trigger email?

Triggered emails are automated emails, prompted when a subscriber takes a particular action or engages in a specific behavioral pattern or when certain changes take place within the product catalog.

What is event triggered email?

  1. Step 1: Create an automation flow. You can trigger any user’s action to send more targeted emails. …
  2. Step 2: Set up the start of the flow. …
  3. Step 3: Create the first trigger email. …
  4. Step 4: Continue with the second trigger email. …
  5. Step 5: Send the third trigger email later.

When should trigger emails be sent?

An event-triggered email is an automated email sent when a particular event occurs. The events could be a particular occasion or an operation carried out by a user. Event-triggered emails are used as an email marketing strategy wherein a user or subscriber is sent an email when a particular event occurs.

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