What is Event-triggered Email?


Event-triggered Email

In email marketing, event-triggered emails are automated letters, which subscribers receive after a certain event occurs. For example, subscribers may receive discount coupons on their birthdays, or detailed information on the purchase after buying something from an online store. Event-triggered emails may also include surveys for their subscribers for getting feedback from customers. Emails in such cases may be used to send another auto-reply depending on the feedback or the instruction set.

In comparison with marketing emails, event-triggered emails don’t have the main goal of promoting products or services but rather to provide information to the recipients.

Event-triggered emails are considered a good practice because they are based on subscriber’s buying journey and interests; therefore they have higher chances to increase the conversion rate.

Role of event-triggered emails

Event-triggered emails are sent to users, who have previously interacted with the company’s website. Based on their actions, marketers can personalize the criteria for event-triggered emails; for example, Pinterest uses visitor’s activity on the website to create a compilation of relevant images and sends it to the visitor after 3 days of him being inactive on site. Such usage of email-triggered letters makes a good impression on your subscribers and makes them want to come back.

These also event-triggered emails that inform customers about special offers and discounts, which can be interesting for users but are not connected with their interactions and activity. For instance, event-triggered messages are sent when a business celebrates an anniversary and invites all customers to join and celebrate together. 

Simply put, event-triggered emails are important when it comes to keeping in touch with your audience. The more relevant information company provides via these emails, the higher are open and click-through rates.

Benefits of event-triggered emails

  • Higher customer satisfaction. Clients receiving relevant information and special offers help to maintain good relationships between customers and businesses.
  • Lead nurturing. Leads or ordinary visitors may not be initially ready to purchase something from but event-triggered emails containing useful information can help to turn them into customers later on.
  • Less operational tasks. Automated emailing doesn’t require any additional actions and can save time on sending repetitive emails.
  • Increase in customer retention. It’s easier to keep a current customer in comparison with finding a new one. Sending event-triggered re-engagement emails is one of the ways businesses can bring back inactive users


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