Triggered Email Marketing & Great Brand Examples

Using triggered email marketing ensures you are sending your contact a targeted and automated email based on how they are acting or behaving through their individual journey. A triggered email is sent to a contact when they are active with specific aspects of your brand, whether that is social media channels, your website or other channels, meaning they receive a conversational email based on their interactions.

Once a lead has converted from a prospect to a customer your automated triggers may then be amended to attempt to keep them within the lifecycle customer journey.

Transactional emails are sent as a result of a transaction, which could be an order confirmation, password reset or delivery notification. This is content which a customer is awaiting to inform them further and these campaigns often have a high open and click rate as the content is providing relevant and informative updates.


Transactional emails may contain the following:

  • Thank you (sale confirmation)
  • Delivery confirmation
  • Review / refer to a friend / discount campaign
  • Because you bought (a) we thought you may be interested in (b) (Upselling)
  • Tell us what you like (survey)
  • Have you seen our latest and greatest? (Upselling)
  • Season’s greetings (Discount)
  • Loyalty discount
  • Have we done something wrong? (If they lack engagement, focus on list hygiene)
  • Do you still love us? (opt out, data cleanse)


Here are some examples of event triggered emails:

  • New subscriber Welcome sequence
  • Lead to email list welcome
  • Welcome series for new customer
  • Reactivation of customers (inactive or nonengaged customers)
  • Abandoned shopping cart (Left cart without completing purchase)
  • Abandoned Browser (Unexpectedly left site without placing items in cart)
  • Repurchase (Product purchase reminder, supply shortage)


Here are some great examples of brands who use email triggers well:

Re-engagement from Birchbox:

Cart abandonment from Kate Spade:

Thank you from Kate Spade


Feedback Survey from Selfridges


Order confirmation from Asos


Birthday discount from Gap:


Re-engagement from Urban Outfitters:


To read further about how to use data to implement smarter automation, please download the whitepaper. Learn how to implement these techniques into your own marketing strategy.


Important things to know about Deliverability
Clean email list: Email Hygiene Best Practices
Make the most of your Email Marketing Campaigns
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