In email marketing, an event-triggered email , often called trigger email marketing, is a message that’s sent to a list subscriber based on “a customer behavior or a lack-of-action response from the customer,” according to Wendy Lowe, director of product marketing for Campaigner.
For example, trigger events could be a new sign-up form submitted on your site, an abandoned shopping cart, or a customer who looked at a product or downloaded a demo. There are countless events and customer actions that marketers use for trigger email marketing.
Trigger email marketing uses automated and very relevant emails that offer a significantly higher ROI than general email blasts. According to Forrester Research, however, despite the high ROI, fewer than four out of 10 email marketers currently use triggered messaging.
3 Trigger Email Marketing Tips for Ecommerce Marketers
By Vangie Beal, August 11, 2010