Triggered emails are automated messages in response to the actions of website visitors. Examples based on visitor activity include:

  • Welcome series to new subscribers.
  • Recovery attempts for abandoned carts.
  • Re-engagement from abandoned searches and browses.
  • Notification of changes to viewed products, such as price drops, replenishments, or in-stock notifications.

Post-purchase emails may include:

  • Order confirmation.
  • Shipment notification.
  • Re-order reminder or anniversary of order.
  • Product review request or survey.

Done correctly, triggered emails can be more effective than promotional ones because they are timely and relevant to recipients. They often have higher-than-average open, click, and conversion rates.

Listrak, an email service provider, reviewed 32 billion emails sent in 2017. It found that abandoned cart emails had the highest revenue per email than any other message. Price-drop alerts had the highest open and click-to-open rates.

According to Listrak’s analysis, in 2017 triggered price drop alerts had the highest open rate and click-to-open rate at 38.33 and 57.08 percent, respectively. Triggered stock replenishment emails had the highest conversion rate, at 31.03 percent.
According to Listrak’s analysis, in 2017 triggered price drop alerts had the highest open and click-to-open rates, at 38.33 and 57.08 percent, respectively. Triggered stock replenishment emails had the highest conversion rate, at 31.03 percent.

Click image to enlarge.

In this post, I’ll offer five tips for driving opens, clicks, and conversions from triggered emails.

How to Make Triggered Emails More Effective

Use preheaders. Sometimes an email can be effective without the recipient opening it. Since most email opens occur on smartphones, the preheader allows retailers…