How to Create Trigger Campaigns in your eCommerce Email Marketing

7th October 2020

The ROI for email marketing is huge. For every $1 spent, brands see an average of $38 return.

That said, you need to be using email correctly.

One of the best ways eCommerce stores can use email is by implementing a trigger emailing system.

In this article, we’re going to take a look at:

  • What is Trigger Emailing?
  • Why Should eCommerce Stores Use Trigger Emails?
  • High-Impact Trigger Emails You Can Send

You’ll leave with new ideas for trigger emails that you can set up to help your store generate more sales.

Let’s jump in.

What is Trigger Emailing?

Trigger emails are emails that are automatically sent based on specific user actions, or triggers, that you define.

For example, if someone signs up for your newsletter, you’ll send an automatic welcome email to them.

Any good email sending platform like Mailchimp or Klaviyo can send trigger emails, and you don’t need any specific technical knowledge to do so.

Why Should eCommerce Stores Use Trigger Emails?

Trigger emails are extremely effective.

They see an average 74.9% higher open rates than typical, non-trigger email campaigns do.

Trigger emails are the best way to engage with your audience in a timely way, with a message that’s highly personalised for the specific stage someone is in their buyer journey.

High-Impact Trigger Emails You Can Send

1. Reduce Cart Abandonment by Removing Purchase Barriers

Cart abandonment leads to lost revenue, but trigger emails can combat it.

The average cart abandonment rate is 69.57%, and unless you’ve already taken measures to reduce it, yours will be around that high as well.

To reduce cart abandonment, consider setting up a trigger email that sends people an email with a discount code that they can use.

Baymard found that the number one reason people abandon their carts is extra added costs. Almost 50% of people leave the checkout process due to those extra costs, including shipping, tax, or other fees.

Source: Baymard Institute

However, 54% of shoppers say they’re likely to complete their checkout if they’re offered a discount to reduce the final price.

To help win back those lost customers, you can set up a trigger email that sends a discount code for free shipping if someone abandons their cart after adding their personal details.

For example, I was sent this email by an eCommerce brand after not completing my purchase. If I was on the fence because of price, the personal discount code would definitely push me towards buying it.

That extra nudge can help them decide it’s actually worth completing the purchase and win back that potentially lost revenue for you.

2. Improve Customer Loyalty With a Welcome Email

Assuming you’re collecting customer emails on your website, it’s essential that you create a trigger email to welcome new customers.

This is an amazing opportunity to improve the likelihood someone makes a purchase, and build loyalty.

You can use the welcome email to:

  • Showcase popular products
  • Send a unique discount code

The average open rate for a welcome email is 50%, so it’s a perfect opportunity to get in front of new audiences who are curious about your brand and product offering.

In this example, sports retailer Decathlon encourages me to customize my preferences so I can get emails tailored to the sports I enjoy in the future.

Sending a welcome email also sets the tone for sending future emails. If you don’t send that first email, your audience won’t expect you to be in their inbox in the future.

3. Boost Social Proof with Happy Customer Reviews

Trigger emails are an amazing way to collect customer reviews on autopilot.

You can create a trigger email that automatically sends an email to customers at a defined date after they purchased, such as 14, or 30 days.

If they haven’t returned the item within that time, chances are, they’re happy with it.

A simple email asking for a review on your site, or on your Amazon page, can go a long way to improving conversions. 88% of consumers trust online reviews as much as personal recommendations, and positive reviews can lead to a sales lift of up to 18%.

It’s an easy email automation to create and can have a hugely positive effect on your bottom-line in the long-term.

Now you can create trigger campaigns in your eCommerce email marketing

Trigger emails are a powerful way to communicate with your customers at the most relevant time, with the most relevant message for them.

You can create trigger emails for a wide variety of purposes, but a few of our favourites include recovering abandoned carts, sending welcome emails, and encouraging happy customers to leave reviews.

Most email service providers will allow you to easily set up customer triggers that send emails based on your unique rules, so anyone can get started with them.

Have you created a trigger email marketing campaign for your small business? What tips are you going to try from the above article? Let us know in the comments below.

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