If done well, marketing automation is a time saving and highly effective way to build relationships with your target customers, especially via email. By setting emails to be sent at certain points in the sales process you can automate much of your lead nurturing and follow up so that you don’t have to be physically there sending emails all the time.

Triggered emails work by responding to certain behaviour on the part of your lead or customer. When they perform an action like making a purchase, downloading an e-book or making an enquiry via email, they then receive an automated email which is intended to guide them on the next step towards making a purchase (or making another purchase if they’re already a customer).

There are a number of ways you can use triggered emails to boost your email marketing and build long lasting relationships with your recipients. Here are five of the best ways to use triggered emails for your business:

 1.  After a transaction has been completed.

After a customer has completed a purchase, or after a visitor has downloaded content like an e-book from your website, try sending an email confirming their sign up or purchase, and listing the next step in the chain. This can be as simple as a link to the e-book, along with a suggestion to get in touch. Or it could include a confirmation of purchase along with other products they might be interested in.

2.  When specific content has been viewed.

Follow up emails can be highly effective if they are tailored to the individual and their preferences. If an email subscriber has clicked on a link to your site and viewed certain content, for example product descriptions or a how-to article, you can follow up by sending a triggered email suggesting other similar products they might like, or asking if they want to get in touch for more information.

3.  When users have been inactive for a while.

Inactive subscribers can be damaging to your sender reputation and sending a reminder email after a certain period of inactivity may help kick start them back into action or remind them to unsubscribe if they don’t want to receive emails. Although it may sound counterproductive to suggest your users unsubscribe, in reality, if they don’t want to keep hearing from you and you keep sending emails to them, there’s a chance they will mark your emails as spam.

4.  When a new user subscribes to your emails.

Welcome emails are an obvious way to use trigger emails and as the person receiving them has just signed up chances are they will get opened. You can use welcome emails to reiterate the benefits of signing up and tell new users a bit more about your business. You can also tell them about free downloads or special offers that you have available at the time.

5.  To ask for feedback after a customer has made a purchase.

Post-purchase emails are a great way to get valuable feedback and keep customers engaged after they have completed a transaction. They also allow you to deal with any concerns or questions your customers may have which if not addressed could potentially prevent them buying from you again or recommending you to their friends.

To use triggered emails to their best advantage, they should be tied in with your marketing and sales process and address specific points at different stages of the marketing funnel. Automated emails are easy to set up and they can help you build relationships with your recipients with minimal effort on your behalf.

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