These emails are automatically dispatched following specific conditions or occurrences being activated. These conditions or events are usually predefined and revolve around the behaviors and actions of individual users. Known as behavioral emails, triggered emails are an integral component of the broader marketing automation process referred to as “behavioral marketing automation.”

Trigger-based emails are automatically dispatched based on significant events triggered by users, closely tied to website conversion objectives. For many businesses, the most prevalent forms of these “low-volume, high ROI” triggered emails include onboarding or welcome emails (sent upon a new user creating an account) and order or purchase confirmation emails (sent whenever an order is placed).

Triggered emails are highly valuable because they are contextual, timely, and pertinent, delivering genuine value and utility to the user regarding the product. According to Forrester Research, triggered emails have the potential to generate 4 times more revenue and 18 times greater profit than standard emails. Additionally, trigger-based emails have been found to contribute over 30% of overall email marketing revenue.

Triggered emails fall into two categories:

1. Event-triggered emails are activated based on user actions. For instance, an order confirmation email is dispatched after the user completes a purchase.

2. Segment triggers entail emails sent when a customer meets specific criteria. For example, when a customer is identified as having a high likelihood of making a purchase, an email is sent featuring recommended products.