What is an Event Triggered Email?

Event triggered email is a type of automated email that is sent in response to a user’s specific actions or behaviors. This strategy uses real-time data to deliver relevant information, reminders, or promotions, enhancing the timeliness and personalization of communication between a business and its customers. Common triggers include actions like signing up for a newsletter, making a purchase, abandoning a shopping cart, or reaching a membership anniversary. By leveraging such events, businesses can engage customers at critical moments, increasing the likelihood of conversion and fostering lasting customer loyalty.

Benefits of Event Triggered Email in Marketing

Increased Relevance and Timeliness

One of the primary advantages of event triggered emails is their relevance. Since these emails are sent in response to a user’s specific action, they are highly pertinent to the recipient’s current interests or needs. This relevance makes the emails more engaging and increases the chances that the recipient will open and interact with them.

Improved Customer Experience

Event triggered emails contribute to a seamless customer experience by providing timely and useful information or offers. For example, a reminder email about an abandoned cart can help a customer complete a purchase they had hesitated to make, thereby simplifying their shopping experience while also benefiting the business.

Implementing Event Triggered Emails

Identifying Key Events

The first step in implementing an effective event triggered email strategy is to identify the key customer behaviors or milestones that should trigger an email. These events should be significant touchpoints in the customer journey that offer opportunities for meaningful engagement, such as completing a registration form, upgrading a service, or renewing a subscription.

Designing Personalized Content

Once key events are identified, the next step is to design email content that is personalized and directly related to the event. This might include personalized greetings, references to the specific product left in a cart, or special offers related to the user’s actions. Personalization can significantly enhance the effectiveness of triggered emails by making them feel more tailored to the individual recipient.

Challenges and Best Practices

Balancing Frequency and Relevance

One challenge in using event triggered emails is finding the right balance between frequency and relevance. Sending too many emails can overwhelm or annoy customers, while sending too few may result in missed engagement opportunities. It’s crucial to prioritize events based on their significance and potential value to the customer.

Ensuring Data Privacy

Another important consideration is respecting user privacy and data protection regulations. Businesses must ensure they have explicit consent to send emails, particularly when personal data is used to personalize messages. Compliance with regulations like GDPR is not only a legal requirement but also builds trust with customers.

Integration with Other Marketing Efforts

Event triggered emails should be integrated with other marketing efforts to ensure a cohesive communication strategy. Coordinating messages across channels helps reinforce the brand message and maximizes the impact of marketing campaigns.


Event triggered emails are a powerful tool in digital marketing, offering opportunities to engage customers with highly relevant and timely content. By carefully planning and implementing triggered email strategies, businesses can improve conversion rates, enhance customer loyalty, and deliver a superior customer experience. Regularly reviewing and optimizing the triggers and content of these emails is essential to maintaining their effectiveness and ensuring they continue to meet the evolving needs of both the business and its customers.