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Email triggers

Email automation triggers can boost your relationships with customers and increase conversion rates.

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What are email triggers?

Email triggers can take your marketing and customer relationship building to the next level by streamlining communication. Email triggers are events that signal your system to send an email to either one or multiple customers. Triggers allow you to acknowledge customers and send messages for certain events without manually writing, designing, and sending a new email each time.

After a trigger event takes place, your system automatically sends an email to customers. A trigger email can be sent out in response to a variety of events, from a customer signing up for an email list to a customer abandoning their shopping cart.

Benefits of email triggers

Setting up email triggers automates a large part of the communication process and saves valuable time. Automation lets you send specific emails to customers without taking the time to manually create and send the email each time you need it. A key to successfully automating trigger emails is making sure your email addresses are up to date.

You can help make sure your automatic emails reach the right recipients by cleaning your email list regularly. This cuts down on the chance of your trigger emails ending up in spam folders or going to inactive addresses. A clean email list helps you get the most out of your email triggering, so you can get even more out of your automation.

In addition to saving time, email triggers can help:

Increase open rates

Triggered emails are timely—they often arrive minutes after a triggered event takes place. This makes customers more likely to open the email. The more people that open your emails, the more likely you’ll see a conversion. Trigger emails can also have a targeted strategy, introducing customers to products or to other pathways to interact with the brand, providing more potential for engagement.

Collect more quality data

You can use triggered emails to collect additional data about your customers. For example, you can segment customers based on whether they open certain emails. With the help of email verification, segmenting allows you to create unique, targeted messaging for customers who open emails and those who do not. You’ll get more accurate behavioral data on your customers, and your customers will get a better overall experience with your brand.

Improve the customer experience

Customize trigger emails to fit each customer’s experience. For example, if a customer browses a certain item on your website without making a purchase, you could send an email encouraging them to take another look. A customized experience helps customers feel valued, gives them more opportunities to interact with your brand, and encourages better brand loyalty.

Trigger email verification in action

After collecting email addresses through various channels, Cabela’s had amassed a large number of inaccurate email addresses. With the help of Experian’s address validation tools, the brand was able to improve its email trigger campaigns.

Types of email triggers

Emails can be triggered by many different events, creating customized opportunities for customer engagement. You can decide what triggers an email, but the most common events include:

  • Welcome emails:  Send a welcome message to new customers or email list subscribers. Real-time email verification can help validate the email address before your welcome email is sent so that you only collect active email addresses on your list.
  • Transactional emails:These email automation triggers respond to completed transactions, including purchase confirmations, shipping notifications, or event registration details.
  • Abandoned carts: When a customer adds items to their cart but leaves the website before completing the order, a trigger email reminder can drive them to finish the checkout process.
  • Customer retention:  Retention and reactivation emails work with email verification to keep your email lists fresh. After verifying emails on your lists, you can send inactive subscribers an email to try to engage them again.
  • Milestone emails: Your system can send an email in response to significant events—such as a customer's birthday or their anniversary of signing up to your list.

Try our real-time email verification tool

 

Experience the true potential of email triggers

Don’t let an inaccurate database get in the way of your email marketing success. Email triggers are a remarkable way to connect with your customers and bring conversions, but they rely on quality data. Experian’s email verification tools help you to identify invalid email addresses, validate domains and correct any misspellings or incorrectly formatted email addresses, all before an email is sent.

Contact Experian today to learn more about trigger emails and automated email verification.