Save Time by Setting Up a Triggered Email

As a marketer, you probably find yourself juggling many tasks
and wearing multiple hats. Some days, you’re a project manager,
while other days you’re a business analyst.

But most of all, marketers have to be creative, finding time to
balance their responsibilities. is one way to build simplicity into
your regular tasks, and once a triggered email campaign is up and
running, it will work on its own to ensure your clients are
receiving the marketing materials that apply to them.

Automated & triggered emails—is there a difference?

Automated and triggered emails are often used interchangeably,
leaving some beginner marketers wondering if there’s a difference
between the two terms. The truth is, automated and triggered emails
are often the same.

As opposed to one-off campaigns such as email newsletters,

triggered email campaigns
are set up once, then automatically
go out to individuals when they meet a certain trigger. This
automatic process is where the term email automation comes into
play.

Just take a look at the different
segments of this Sephora email
, which are sent based on
different sets of data. One is automatically sent to VIP
members.

A triggered email campaign set up by Sephora for VIP customers

Triggers can come in any form, and some common ones include:

  • Welcome emails for new newsletter sign-ups
  • VIP sign up
  • Reengagement for inactive members
  • Onboarding/Account creations

Triggers can also be defined by user information such as their
birthday, geographical location, and even their gender.

Why triggered emails help save marketers valuable time &
resources

When asked,
59%
of people state that their top reason for unsubscribing
from an email list is a lack of relevant or interesting content
coming into their inbox. According to Statista, there were around
269 billion emails sent out and received each day in 2017. That
number is on the rise and expected to reach nearly
320 billion daily emails
by 2021.


Total number of emails sent and received daily in 2017 and projected numbers through 2021

Source:
Statista

With these numbers growing rapidly, it’s no wonder consumers
are getting tired of receiving irrelevant content sent to their
inbox every day. Triggered emails are one way to combat the issue
of sending irrelevant email as user data defines most triggers.
This helps you send both relevant information and personalized
content.

Think about it, taking the time to personalize content and send
it off to each subscriber on your email list would take hours, if
not days or weeks. It’s time you simply do not have, which is
where email automation comes into play.

Automating your triggered emails will not only help save you
time but precious resources as well. Once the process is set up,
and the triggers are defined, the automation process will take care
of the rest for you.

While setting up an automated email campaign can be a one and
done process, it’s important to remember that you must still take
the time to reevaluate your campaign to ensure it’s performing as
you want it to.

Setting up a triggered email campaign

Setting up a triggered email campaign can range in difficulty,
and it all depends on how many emails you’re planning to include
in the campaign and what triggers you plan to include in it. When
creating a triggered email campaign with Campaign Monitor, you’ll
begin by creating an automated
journey.

A basic outline of an automated journey

Source: Campaign
Monitor

Once you’ve started building your automation journey, you’ll
select a trigger type. This will require you to choose between
options such as:

  • Subscriber joins a list
  • Segment-based triggers
  • Date-based triggers

Once you’ve defined the trigger, you’ll begin adding steps
to build and personalize the journey, which will then look
something like this.

Automated journey with a segment-based trigger

Automated journeys to get you started

Automated triggered emails come in many forms, so knowing where
to start can be difficult. That’s why we’ve curated a short
list of automated journeys and which triggers they include.

Welcome email

A welcome email can be automated with a new subscriber trigger.
These triggers are set off when a new member opts into your email
newsletter list or some other subscriber-related list. In this
example, a new member has opted to receive weekly emails from BBC
Online.

Not only does this email confirm the member’s subscription,
but it also goes into detail as to what the new subscriber can
expect from them and each newsletter.

 BBC Online Welcome Email

Source: Really
Good Emails

Reactivation/retention

Customer retention and reactivations play a vital part when
trying to keep subscribers active and engaging with your brand.
These emails can be set up and triggered based on specific segment
information or date-related information.

In this example, American Airlines wanted to remind this user
that they have unused air miles and what exactly they can be used
for before they expire.

American Airlines Customer Retention Email

Source: Really
Good Email

Anniversaries and birthdays

A great way to get personal with your email subscribers is by
sending special anniversary and birthday emails. These automated
campaigns are typically triggered by specific date pertaining to
the user’s join date or birthday.

This example from BarkBox is excellent because it’s getting
genuinely personal by addressing the true user of the product: the
dog.

BarkBox Birthday Email

Source: Really
Good Emails

Renewal notices

Product renewals are an excellent example of emails that can be
automated. It’s nearly impossible to keep track of each of your
customer’s product renewals manually, and let’s face it:
Consumers can easily forget their due dates. So, sending an
automated renewal notice based on a date-defined trigger is a great
way to remind users when their products are due to expire.

The following
example from GoDaddy
does a great job of not only reminding the
reader of their renewal period but also reminds them what can
happen should they allow their renewal to lapse. GoDaddy goes one
step further by offering up an additional loyalty perk of 20% off
any new product above a certain price.

GoDaddy domain renewal notice email

Onboarding and account creation emails

Finally, onboarding and account creation emails are both great
emails that can be easily automated based on segment-based
triggers. These emails can do any number of things, including walk
new members through their account creation process to choosing
their personal email preferences to ensure that they receive emails
that are truly personalized and relevant to their wants.


The following example from HelloFresh
breaks down the processes
of choosing your meals in a quick and easy email, encouraging users
to get started by giving them a $20 off deal for their first three
deliveries.

HelloFresh onboarding email

Wrap up

Triggered emails are designed for customers, ensuring they
receive information that is truly personalized to their wants and
needs. But triggered emails do something else, too. They simplify
your marketing team’s daily workload.

Once you’ve defined your triggers based on either news
subscribers, specific date-related information, or segment-based
information, your team can then move forward with setting up and
testing various automated campaigns such as:

  • Welcome email campaigns
  • Customer retention/reactivation campaigns
  • VIP appreciation campaigns
  • Onboarding campaigns
  • Birthday campaigns
  • Holiday campaigns

While automation is often considered a one and done project,
it’s vital to remember that once you’ve set up your automated
campaigns, you must reevaluate them regularly. If your team
doesn’t take the time to reevaluate each campaign for its overall
effectiveness, then what good will it do for you?

Need a refresher on how to measure the overall effectiveness of
your triggered email marketing? Then take a few minutes to
read our short guide
on how to do just that. And don’t forget
to check out our handy guide on how to
customize customer journeys
and use triggers.

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Save Time by Setting Up a Triggered Email
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Save Time by Setting Up a Triggered Email