Triggered emails are deployed after customers take specific actions. Marketers can send these automated emails after customers subscribe to an email list, abandon a website browsing session or shopping cart, complete a survey, or engage in an array of other activities. These are the types of emails that can be ‘set and forget’ due to their automated nature. Given the personalization and relevance of triggered emails, it’s no surprise that they have high engagement rates so marketers can reap the benefits without having to continuously invest time and resources.
A combination of daily, weekly, monthly and triggered emails can serve marketers well. Striking the right balance is crucial, so brands should be sure to test different email marketing frequencies for various audience segments. Better yet, marketers can utilize preference centers to ask subscribers how frequently they’d like to receive email communications and what content interests them. Preference centers give marketers insight into what email subscribers enjoy most while empowering them to manage their relationships with brands.