When to use Triggered Email
Triggered Email is the product to use when you want to send personalized, time-critical emails. Examples include:
1. Operational messages
- Account balance updates
- App error alerts
- Recurring reminders that are specific to that one contact
2. User-triggered messages
- Reset password
- Purchase confirmation
- "Thank you for [some action]" emails
- Auto-response emails
- Email address confirmations (DOI)
- Support requests - automatic replies
- Triggered by an "action of a friend"
3. System-triggered messages
- Shipping confirmation
When not to use Triggered Email
If the email does not have to be delivered within a few seconds, or the volume exceeds the benchmark figure for this product (requests are limited to 300 per minute), then you should be thinking of creating recurring batch campaigns to run every half-hour.
Additionally, since Triggered Email ignores the opt-in status of contacts, you should not use it to send marketing campaigns as this increases the risk of sending unsolicited emails to contacts who have deliberately opted out of your newsletters.
Using Triggered Email with the Automation Center
If you use a triggered email as part of an Automation Center program, the Email node must be the first node after the External Event entry node.
You can then follow up the initial email with engagement or customer lifecycle campaigns, for example:
- A satisfaction survey following a purchase ('What can we do better?').
- An invitation to join a loyalty scheme after a number of purchase has been reached.
Using Triggered Email with external integrations
If you are using an Emarsys integration with a third-party provider, you should use Triggered Email to send all your transactional emails for the integration.
Simply set up and activate the mail stream as described above, and then map the corresponding external events according to the instructions in the integration manual.
Analyzing Triggered Email reporting
The Trend Reporting tab can give you valuable insights into how your customers respond to your operational messages, and help you to optimize and improve the customer experience.
- If customers send repeated reset password requests, your interface may be causing them confusion.
- If your response rates are low, you may want to rethink your subject line and preheader.