Types of Triggered Email Campaigns


In working with several email vendors, I’ve always been surprised at the lack of pre-designed, effective triggered email campaigns within the accounts upon implementation. If you’re a platform reading this – you should have these campaigns ready to go in your system. If you’re an email marketer, you should be working to incorporate as many types of triggered emails as you can to increase engagement, acquisition, retention, and upsell opportunities.

Marketers who aren’t using triggered email campaigns by now are seriously missing out. While triggered emails are growing in adoption, a vast majority of marketers aren’t taking advantage of this simple tactic.

What are Triggered Emails?

Triggered emails are emails that are initiated from a subscriber’s behavior, profile, or preferences. This differs from typical, bulk messaging campaigns that are executed at a pre-determined date or time by the brand.

Because triggered email campaigns are behaviorally targeted and timed when a subscriber is either expecting them, they achieve superior results when compared to business as usual email campaigns like newsletters. According to Blueshift Benchmark Reports on Triggered Email Marketing:

  • On average, triggered emails are 497% more effective than blast emails. This is driven by a 468% higher click rate, and a 525% higher conversion rate.
  • On average, email campaigns using engage time optimization are 157% more effective than non-engage time optimized emails. This is driven by a 81% higher click rate, and a 234% higher conversion rate.
  • On average, email campaigns using engage time optimization are 157% more effective than non-engage time optimized emails. This is driven by a 81% higher click rate, and a 234% higher conversion rate.
  • On average, email campaigns using recommendations are 116% more effective than batch campaigns without recommendations. This is driven by a 22% higher click rate, and a 209% higher conversion rate.

Blueshift analyzed 14.9 billion messages across email and mobile push notifications sent by Blueshift customers. They analyzed this data in order to understand the variances in core engagement metrics including click rates and conversion rates between different types of communication. Their benchmark dataset represents more than 12 industry verticals including eCommerce, Consumer Finance, Healthcare, Media, Education, and more.

The broad categories of triggered email campaigns fall under lifecycle, transactional, remarketing, customer lifecycle, and real-time triggers. More specifically, triggered email campaigns include:

  1. Welcome Email – This is the time to set the relationship, and provide guidance for the behavior you wish to establish.
  2. Onboarding Emails – Sometimes your subscribers need a push to help them set up their account or begin utilizing your platform or store.
  3. Early Activation – Subscribers who activated but haven’t immediately engaged can be enticed to do so with these emails.
  4. Reactivation Email – Re-engage subscribers who haven’t responded or clicked through within your purchase cycle.
  5. Remarketing Email – Abandoned shopping cart campaigns continue to drive the most conversions for email marketers, especially in the e-commerce space.
  6. Transactional Email – Service messages are great opportunities to educate your prospects and customers as well as provide them alternative engagement opportunities. Included are e-receipt, purchase confirmations, back orders, order confirmation, shipping confirmations and returns or refund email triggers.
  7. Restocking Email – Sending a notification to a customer when inventory is back in stock is a great way to grow conversions and get a customer back on your site.
  8. Account Email – Notifications to consumers of changes to their account, like password updates, changes to email, profile changes, etc.
  9. Personal Event Email – Birthday, anniversary, and other personal milestones that can provide special offers or engagement.
  10. Behavioral Email – When a customer engages physically or digitally with your brand, sneding a personalized and relevant email message can help accelerate the buying journey. For instance, if a customer browses your site and leaves… you may wish to provide a product recommendation email that provides an offer or additional information ot entice them to return.
  11. Milestone Email – Congratulations messages for subscribers that have reached a specific milestone with your brand.
  12. Real-time TriggersWeather, location, and event-based triggers to engage deeper with your prospects or customers.
  13. Survey Email – After an order or project is completed, sending an email to ask how your company performed is a great way to gather amazing feedback on your products, services, and processes. This can also be followed up by a review email where you solicit reviews from your customers to share on directory and review sites.

The study affirms marketers would benefit from implementing broader and more blended campaigns that draw on a combination of triggers to better engage and convert customers. Marketers may find themselves reevaluating their trigger campaign strategies during the back-to-school shopping season and ahead of the holiday shopping season.

View Blueshift’s Trigger-Based Marketing Benchmark Report



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