The main task for the successful marketer is to deliver the right message to the right person at the right time. Therefore, email marketing moves away from the script when one message is sent to everyone at once. The contact base is divided into dozens of segments and even microsegments in order to formulate the proposal that is as relevant as possible. Nevertheless, the most accurate mailing, oddly enough, is automatic.

Trigger mailing is a kind of reflection of the customer's life cycle: from registration on the website to the repeated purchases. For each stage, you can configure the automatic sending of emails or conversations. The trigger of such a mailing will be a specific action of the subscriber. For ecommerce projects, there are common scenarios that will work in any online business: welcome series, abandoned baskets, reactivation campaigns. Because of their versatility, trigger emails are considered as one of the best email marketing practices.

Here are some advantages of trigger emails

• The open rate of trigger emails is several times higher than that of ordinary promos. For example, on average, 80% of recipients open a welcome letter. The average opening rate for reminders of an abandoned basket is 50%. At the same time, for an average promo, a good percentage of discoveries is only 20%.
• Marketing automation brings loyalty with a consistent dialogue built up with the emails that accompanies clients at all stages of their life cycle.
• Automation is a saving of resources: instead of creating a new email every time, you make one letter that will work for you constantly.

Here are a few major triggers.

Although you can easily configure any, trigger depending on your needs. These are the best automatic mailing lists that will be useful for any online business.

Subscription confirmation

Double Opt-in is a subscription mechanism when, after filling in the sign up-form, the user receives a letter in which he must click on the link to complete the subscription or registration. This procedure protects against e-mail addresses, scammers, and spam bots.

Welcome series

Confirmation of the e-mail address launches the welcome series - you form an idea of yourself with the subscriber and simultaneously begin to collect information about your reader.

Birthday wishes

Automated birthday emails and anniversary messaging may seem like an unnecessary stunt, but this tactic can actually elevate your business in several ways. The easiest way is to send greetings without using scripts. To do this, you need to create a conditional group and set the condition “birthday - today” for it. Every day, members of this group automatically will receive congratulations, and the next day, new subscribers will take their place.

Here are the top three ways automated birthday emails can improve your marketing strategy:

1. Automated birthday emails build relationships

One of the best reasons to start sending out automated birthday emails is the fact that they help strengthen your relationship with your customer. Everyone likes feeling special—especially on their birthday. For you, as a marketer, a customer’s birthday is the perfect opportunity to strengthen their loyalty to your brand.

2. Birthday and anniversary emails are more effective

Automated birthday emails are not at all difficult (or costly) to set up, but they have a big impact on a business’s bottom line. For example, birthday emails have $481 more conversion ratescompared to regular marketing emails.

That’s not all.

The same study goes on to state that automated birthday emails:

Create 342% higher revenue per email than promotional emails.

Get 179% more unique click rates than other marketing emails.

These statistics are perfect reasons to start automating these sweet emails. But here’s one more reason to send them:

3. This type of messaging re-engages dormant customers

A birthday email is one of the best ways to re-engage a dormant customer. For one, it’s not spammy or promotional, but rather thoughtful.

Your customers may appreciate this thoughtfulness and will, in most cases, be compelled to be active again.

Now that you know why you should send birthday and anniversary emails, let’s go over how you should send them.

Abandoned basket.

A product left for a specific time in the basket generates an event that triggers the corresponding series of letters. Before sending another message, the system checks whether the target action has been performed, i.e. purchase. First, it is best to send a push in parallel with the email, and after a while send another email. The main thing is not to bother too much. Finally, you can send SMS.