Email workflows can be triggered by a wide variety of events and actions. The "trigger" is the specific event that initiates the automated email sequence.
Common trigger types
- Behavioral triggers: These are based on user actions or engagement with your brand.
- New subscriber sign-up: Initiates a welcome series for individuals joining your mailing list or newsletter.
- Form submission: When a user completes a specific form, like requesting a lead magnet or registering for an event.
- Link click: A user clicking a specific link in a previous email or on your website can trigger a follow-up email related to their interest.
- Website visit: Based on pages a user views or products they browse, prompting emails about abandoned items or related recommendations.
- Purchase: Triggers order confirmations, shipping notifications, and post-purchase follow-ups.
- Abandoned cart: When items are added to a cart but the purchase isn't completed, prompting reminders or discounts.
- Engagement triggers: When users engage with previous emails (e.g., opened but didn't click a link), which can initiate a re-engagement sequence.
- Date-based triggers: These are scheduled based on dates associated with a contact or event.
- Birthday or anniversary: Sending personalized messages or offers on special dates.
- Subscription renewal dates: Reminding customers of upcoming renewals or expirations.
- Custom date fields: Using specific dates stored in contact records to trigger relevant emails.
- Transactional triggers: These are system-initiated emails related to transactions or account actions.
- Order confirmation: Immediately after a purchase is made.
- Shipping notifications: When a product is shipped or delivered.
- Password resets: When a user requests to reset their password.
- Account creation: Sending welcome information or onboarding emails when a new account is created.
- API events/integrations: These triggers are initiated by actions in other platforms (like CRM or e-commerce systems) that send data to the email platform.
- CRM updates: When a contact's status changes in a CRM, triggering emails relevant to their new stage in the sales funnel.
- E-commerce platform events: Triggers based on inventory changes, wishlist additions, or specific product interactions.
Setting up an email workflow
- Choose a trigger: Identify the event that will initiate the email sequence, aligning with your campaign goals.
- Define conditions (if needed): Determine if the workflow should have specific filters, like segmenting by demographics or engagement level.
- Design email content: Craft engaging and relevant emails for each stage of the workflow.
- Set up the sequence: Define the order of emails, including delays between messages and any actions to be taken.
- Test and optimize: Send test emails, review logs, and use A/B testing to refine your workflow for maximum effectiveness.
The selection of the trigger type depends on the objective of the workflow and the desired customer interaction. For a more helpful explanation to multiple choice questions, try including the answer options in your search.
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