Trigger emails – communicate along the customer journey
Automation and personal communication at the right time
Most people are probably familiar with this situation: you are browsing in an online shop and have perhaps already put something in your shopping cart, but then decide not to complete the purchase process. Perhaps you want to compare whether the items are cheaper elsewhere, or you want to continue shopping at a later time. A short time later, you receive an email from the same online shop reminding you that you still have something in your shopping cart. Sometimes there is also a voucher included. This is referred to as trigger emails.
Trigger emails are an integral part of email marketing. These are automated mailings that are sent to the relevant recipient based on an event (trigger). In some cases, the term autoresponder is also used synonymously, although this only covers a subset of trigger emails. They are therefore fundamentally different from regularly published bahrain phone number data newsletters. The dispatch time, which is coordinated with a specific event, and the appropriate content are aimed at a higher response rate. This makes trigger emails a good addition to general newsletters. These are more personal, accompany current processes and remind the customer of your company. Trigger emails are also a good tool for accompanying the recipient along the customer journey, supporting them and strengthening customer loyalty.
Advantages of trigger emails
A clear advantage of trigger emails is the associated marketing automation . The larger the customer base and the offer, the more important automated processes are. These ensure consistent "care" of the customer and the necessary customer loyalty along the customer journey.
Another major advantage of automation is the time savings it brings (and the minimization of potential errors).
Since the trigger emails are preceded by a specific event, they are perfectly tailored to the current needs of the individual recipient and thus achieve a high level of personalization and individualization .
In contrast to newsletters, correctly used trigger emails have a much higher relevance because the notification arrives exactly when it is likely to receive the most attention.
Due to the targeted approach, trigger emails also generate higher open and click rates .
Possible uses for trigger emails
In addition to the shopping cart abandonment emails described above, there are plenty of other areas of application for trigger emails. We have listed the most important areas of application for you below. Depending on the industry, other processes in the customer journey can also be controlled and supported with the help of trigger emails. The better you get to know the lead or customer, the more reasons there are for automated email communication. In our article Touchpoints in the optimized customer lifecycle, you can find out more about which trigger emails can be used for each phase.