Triggered email
What is a triggered email?
A triggered email, also known as an automated or transactional email, is sent to a user when a specific action or event occurs. Instead of being sent in bulk at a scheduled time, these emails are triggered in real time based on user behavior, system activity, or predefined conditions.
For example, when a user clicks the “Reset Password” button, the password reset email they receive immediately is a triggered email.
Why should you use trigger emails for your business?
Triggered emails help businesses communicate at the right moment, without any manual effort. Key benefits include:
Timely communication: Emails are sent immediately as a response to user actions.
Higher engagement: Relevant, event-based emails often see better open and click rates.
Improved user experience: Triggered emails are event-based; they feel timely, relevant, and personalized to the user.
Reduced manual effort: Automation eliminates repetitive follow-ups and significantly reduces support tickets.
Better conversions: Well-timed emails can guide users to complete actions faster.
How does a triggered email work?
This entire process happens in seconds, ensuring that the user gets the right message at the right moment. Triggered emails work by connecting user actions with predefined email rules. Here’s an example of how it works.
Example: A user clicks the “Reset Password” button on your website.
Behind the scenes:
The user action (eg., password reset request) is recorded.
That action activates a predefined trigger.
The email system automatically triggers a password reset email to the user.
The user receives the email instantly, without any manual effort.
Now the user can reset their password by clicking the reset link.
What are the different types of triggered emails?
Triggered emails can be broadly categorized based on their purpose:
Account-related emails: Sent when users interact with their accounts. Examples: Password resets, email verification, login alerts.
Confirmation emails: Usually sent to complete or confirm an action. Examples: Order confirmations, payment receipts, shipping updates.
Behavior-based emails: Sent based on user activity or inactivity. Examples: Abandoned cart reminders, product view follow-ups, feature usage alerts.
Lifecycle emails: Sent at specific stages of the user journey. Examples: Welcome emails, subscription renewal reminders, account expiration notices, onboarding messages, account milestones.
System alerts: Sent for critical updates or notifications. Examples: Security alerts, policy updates, and service downtime notifications.