16 Amazing Trigger Emails With Examples you Need to Use Now (2023)

trigger emails

As a business owner, you know the importance of using emails to communicate with customers. They might send out an email newsletter, utilize email marketing campaigns, or use email as a primary support method. But we wanted to discuss the importance of utilizing trigger emails in business.

In this article, we’ll demonstrate the many different types of trigger emails and show you multiple trigger email examples for you to tweak for your business. We’ll also show the pros and cons of each type of trigger email so you can make sure it’s right for you. Be sure to also read our post that lists the best startup blogs to quickly grow your SaaS business since we list some that are centered specifically around email marketing as a whole.

Trigger emails are a great compliment to your social media marketing campaigns and once set up, require little or no maintenance.

Ok, buckle up. This article has a lot of information for you.

What are triggered emails?

Trigger emails are any type of email that is automatically triggered by a certain action or event. For example, a trigger email could be sent when a customer abandon’s their shopping cart, or when a subscription is about to expire. They are used for a variety of purposes, such as welcome messages to a new user, a cart that is abandoned, order confirmation messages, shipping confirmation messages, and more. They are timely, relevant, and often personalized.

Trigger emails are a great way to keep your customers engaged with your brand. They often encourage customers to take action, such as signing up for a newsletter or taking a survey. They also proactively help customers before they reach out to you with questions. They are a wonderful way to alleviate any anxiety for a customer after they make a purchase on your website.

Best of all, they’re automated, so they shouldn’t require any additional work on your part (outside of the initial setup).

When used correctly, trigger emails can be an effective way to increase customer loyalty and boost sales.

Trigger Email Tips

The following are guidelines to consider when setting up any trigger email.

  1. Keep your subject lines short and to the point
    Your subject line should be clear and concise. Avoid using excessive punctuation or symbols, and stay away from words like “free” or “limited time only” which may trigger spam filters.
  2. Personalize your emails
    Use the customer’s first name in the subject line and throughout the email to create a personal connection.
  3. Use images sparingly
    Images can be helpful in reinforcing your message, but too many images can make your email look like spam. Use images sparingly and avoid using animated GIFs.
  4. Be clear about what you want the customer to do
    Your call to action should be clear and easy to understand. Avoid using multiple calls to action or making your call to action too small or difficult to see.
  5. Test, test, test!
    As with any email marketing campaign, it’s important to test your trigger emails before implementing them. Send test emails to a small group of customers or employees to see how they react. Make sure to test different subject lines, images, and calls to action to see what works best.

Trigger Email Statistics

Based on data from Wunderkind.co, trigger emails generate 24x more revenue per send than typical email blasts.

trigger email revenue per send
24x more revenue per send. $.95 per send vs. $.04 per send.

Also, a trigger email campaign has more than twice as much engagement when compared to standard email blasts.

Why is this? First, trigger emails typically provide a more personal and relevant message to the recipient. They’re more inclined to be welcomed rather than ignored.

Good Email Practices

A few things to consider when crafting your trigger email campaigns…

  1. Never Spam Anyone. Thankfully, trigger emails are only sent out to existing customers/subscribers, but keep this rule in mind.
  2. Don’t overdo it. In some less-common circumstances, there may be so many triggers you should elect to send a daily summary over an email for every event. This isn’t common but use your best judgment.
  3. Personalize every email. At a minimum, it should include their first name, and potentially something unique about them (Account info, order info)

Every email you send should contain the following:

  1. A clear description of what the email is about
    • “Thank you for your purchase. This email serves as your receipt.”
  2. Instructions on what to expect next
    • “You will receive the next email notification when your product ships…”
  3. A timeline for for when this will happen to set expectations with the recipient
    • “… which is typically within 3 business days”

Many people fail to deliver #2 and #3. Certain customers/users need to be told what will happen even if this is the last email in the communication cycle.

Overcommunicating is nearly always preferred over under-communicating.

Give the Trigger Emails Personality

Any email that you send out should be unique to your own brand and target base. You won’t want to have the same verbiage if your company sells spa services compared to a company that sells skateboards.

trigger email personality
Give your emails the personality that your customers will appreciate

How to Implement a Trigger Email

You don’t need to be a Software Engineer to set up your first trigger email. There are plenty of website automation tools that you can use to send an email based on email automation triggers. They are simple to use and are often designed for non-technical users. Plus you can always reach out to their support staff if you get stuck.

If your website is on a hosted solution, such as Shopify, they have this already built in. You just need to set it up. Go to Settings >> Notifications, and you can edit them to your pleasure. The triggers should be in the notification title so you can tell them apart.

WordPress-powered sites have a choice of plugins to use that will provide this same functionality. Check out Uncanny Automator. It will most likely give you what you need.

Finally, if you want an automation solution that will work with any site check out Zapier. They are a huge automation platform that offers read-made templates for you and a large user base that often helps each other.

The Best Trigger Emails to Send

Below is a substantial list of trigger email marketing options that you should use along with trigger email examples. Successful businesses use nearly all of these, so you’ll want to be in that group. They tell the customer or subscriber that you are legit and you care deeply about their experience with you.

1. Email Verification Trigger Email

Everyone has seen this one. After you register on a site, you are shown a message that you need to verify your email address. This is important because you’re going to be sending messages out and you need to verify that this user controls that email address.

Typically a site is locked for a user until they verify their email. It’s that important.

Benefits

Verifies that this is an actual email address for the user.

Concerns

A small inconvenience for the user, but generally well tolerated.

Email Verify Example

Not a lot of fluff in this one. Get to the point and give them a link to click on.

Example 1

SUBJECT: Email Verification for [site name]

Hello [First Name], 

Please click on the link below to verify your email.

[verification link]

Thanks!

Thank you again, and welcome to the team!

[Your name]

2. New customer trigger email

Benefits

Helps the customer feel like you appreciate them.

Concerns

Just make sure you let the user know they’ll receive emails when they sign up.

A welcome message is the first impression a customer has of your brand after they have registered on your site. It should be warm, friendly, and helpful. It should contain information on how to get started with your product or service.

Here are a few examples of welcome messages that do just that:

New Customer Trigger Email Examples

This is your first chance to welcome the user into your world.

Be warm and friendly, and add your personal flair to it.

Example 1

SUBJECT: Welcome to [site name]!

Hello [First Name], 

Thank you for subscribing to our newsletter! We’re so glad to have you aboard. Here are a few things you can expect from us: 

  • Weekly tips and tricks on [XYZ topic]
  • Exclusive discounts and offers
  • First dibs on new products and services 

If there’s ever anything we can do to improve your experience, please don’t hesitate to reach out. We’re here for you! 

Thank you again, and welcome to the team!

[Your name]


Example 2

[Your name] 

Hi [First Name], 

Thanks for signing up for our service! We’re excited to help you [achieve XYZ’s goal]. 

Here’s what you can expect from us: 

  • A dedicated account manager who will be your primary point of contact
  • A tailored service plan based on your specific needs
  • Regular check-ins to see how we can better serve you 

We strive to provide the best possible experience for our customers. If there’s anything we can do to improve your experience, please let us know. 

Welcome aboard! 

[Your name]

3. Receipt Email (auto-reply)

Benefits

Closes the Communication Loop.

Reduces anxiety for the sender.

Concerns

Make sure your auto-reply logic doesn’t send an email every time if you’re in an active email conversation with someone (via email) or it will get annoying.

A receipt email is sent to verify that you received a message. This is done when the user typically sends you a message via email. This is to let the sender know that you received the message and what to expect next. It essentially closes the loop in this initial communication cycle.

Auto-Reply Examples

This email effectively lets the sender know that their email to you was received.

It describes exactly what will happen next and an approximate timeline.

Example 1

SUBJECT: RE: <The original subject line>

Hi [First Name]!

Thank you for your email.

This email is a confirmation that we have received your message and that we’ll get back to you as soon as possible and within our business hours.

Thanks!

[Your name]Thank you again, and welcome to the team!

[Your name]

4. Purchase trigger email

Benefits

Acts as a receipt for the purchaser

User proof that the sale has been received by you (reduces anxiety for the purchaser).

Concerns

The information you enter in the purchase email should be accurate (expected shipping date). Deviations can negate the value of this notification.

A purchase trigger email is sent after a customer has made a purchase. This type of email confirms the purchase and provides information on how to use the product or service. Many times this will include the receipt of the purchase and should always explain what to expect going forward. They should include information about the order (such as the items purchased, the total cost, etc.), as well as estimated delivery times.

This email should be sent immediately. If this does not happen instantly after clicking “buy” or paying for one’s purchase then it may confuse the buyer and that the order did not go through. Customers expect this email so if your system has any delay whatsoever, be sure to explain that on the order page of your website.

These types of messages serve as both confirmation of the sale (for the customer) and a receipt for their records.    Below is an example of an order confirmation message:

Purchase Trigger Email

This will serve as a receipt to the customer.

This type of email is typically more professional, with a warm and thankful message or two thrown in.

Example 1

SUBJECT: Thank you! Your order is confirmed.
OR
SUBJECT: Thank you for your purchase. Here’s the confirmation of your order.

Hello [First Name],

Thank you for your recent purchase from our website!

Your order confirmation is below:

[Item 1]
[Item 2]
[Item 3]

Order Number: 123456
Order Date: 12/31/22
Order Total: $99.99

We will send you a follow-up email when your items leave our warehouse which is usually within 24 hours.

Thanks for shopping with us, and we hope to see you again soon!

[Your name]

5. Cart Abandonment Email

Benefits

Can re-engage a lost sale.

Concerns

Might be considered annoying by some.

An abandoned shopping cart is when someone puts some items in their cart but leaves prior to checking out.

A recent survey found that 29% of all cart abandonment users come back when sent a personalized email asking if they need help with their order.

Abandoned carts happen all the time—even when customers are fully intending to make a purchase. These triggers can be set up so that if a customer abandons their cart within a certain time frame (usually 24 hours), they receive an email reminding them of what they were purchasing and giving them an incentive to complete their purchase (such as free shipping or a discount code).

This type of trigger has been shown to be highly effective in reducing abandoned carts and boosting sales.     Below are two examples of cart abandonment messages.

Cart Abandonment Email Examples

The customer was very close to buying something.

A good email can be the deciding factor for many to come back and complete the purchase cycle.

Example 1

SUBJECT: Your cart has some abandonment issues.

Hi [First Name],

Not to sound like your ex, but you left something at our house (no, we’re not talking about your Hanson CDs — we’re keeping those.)

Your cart is about to expire and we just want to make sure you don’t miss out on anything!

[Item 1]
[Item 2]
[Item 3]

Hurry, as these items may soon be out of stock!

Thanks for shopping with us, and we hope to see you again soon!

[Your name]


Example 2

SUBJECT: Hey! Your cart feels left out!

Hello [First Name],

We noticed that you recently added some items to your shopping cart but didn’t complete your purchase. Don’t worry — we saved your items so you can finish shopping whenever you’re ready.

In case you need some inspiration, here are the items you were considering:

[Item 1]
[Item 2]
[Item 3]

Thanks for showing interest in our products! We hope to see you again soon!

[Your name] 

6. Order Status Change email

Benefits

One of the most important post-sale emails.

Keeps the customer informed, reducing sales anxiety.

Looked upon as a professional move.

Concerns

Virtually none. Typically the value of keeping the purchaser informed is worth multiple emails.

However, make sure you use common sense.

Think of it like this:
You are a Project Manager, and your customer is the CEO. You want to constantly update the CEO so there are no surprises or questions about the project. Your emails are setting expectations and helping the customer see the progress of their order.

Status Change Email Examples

Sending the customer an update whenever the status of an order changes is a good idea.

This email is great for telling the customer that you care about updating them and that you are a company that is transparent and well managed.

Example 1

SUBJECT: We are processing your order.

Hi [First Name],

We wanted to let you know that the status of your order has recently changed. Details are below:

[Item 1]
[Item 2]
[Item 3]

Order Date: 12/31/22
Order Total: $99.99

We will send you a follow-up email when your items leave our warehouse which is usually within 24 hours.

Thanks for shopping with us, and we hope to see you again soon!

[Your name]

7. Product Shipment email

Benefits

You generate excitement in your customer with this email.

Concerns

Not including tracking information will work against you.

A product shipment trigger email is sent when a customer’s order is shipped. This type of email provides tracking information and the estimated delivery date.

Product Shipment Email Examples

Your customer has been waiting for this email.

This email absolutely needs the tracking code and, if possible, the expected arrival date.

Another bonus is to put a link to a knowledge base article (if it exists) if the person has questions or needs help for some reason.

Example 1

SUBJECT: Your order is on its way!!

Hi [First Name]!

Your order just left our warehouse and is en route to the shipping company. Here are the details for you to track its process.

[Item 1]
[Item 2]
[Item 3]

Tracking URL: [link]

Shipping to:
[Name]
[Address]
[City], [State] [Zip]
[Country]

If you have any questions during the shipping process, you may find your answer here at [FAQ URL]

We’ll send you a courtesy email when the shipping company informs us that it has been delivered.

Thank You!

[Your name]


Example 2

SUBJECT: We’ve sent your order!!

Woot! We just shipped your order and I wanted to tell you first. Here are the details for you to track its process.

[Item 1]
[Item 2]
[Item 3]

Tracking URL: [link]

Shipping to:
[Name]
[Address]
[City], [State] [Zip]
[Country]

We will send you a courtesy email when it’s delivered so you won’t have to leave it on your porch too long.

We’re excited!

[Your name]

8. Product Delivered email

Benefits

Another exciting email to receive.

Adds a level of security for your customer.

Concerns

You’ll need to be programmed into the shipping company’s database to provide this information.

A product delivered trigger email is sent when a customer’s order has been delivered. Don’t let the package sit on the customer’s front porch waiting for them to see it. You are helping them by telling them it has arrived. They will love you even more.

Product Delivered Email Example

Another excitement-generating email.

your return policy is good to include as well.

Example 1

SUBJECT: Your order has been delivered!!

Hi [First Name]!

We just got word that your order was delivered. It should contain the following items:

[Item 1]
[Item 2]
[Item 3]

Tracking URL: [link]

Shipped to:
[Name]
[Address]
[City], [State] [Zip]
[Country]

If there is any reason you’d like to return or exchange an item, you can find our easy-to-follow instructions at [URL].

We are sincerely grateful for your business. Please let us know if there is anything else you need.

Thank You!

[Your name]

9. Thank you trigger email

A thank you trigger email is sent after a customer has made a purchase or taken some other action that shows their loyalty to your brand. This type of email expresses gratitude and offers a discount on the customer’s next purchase.

Benefits

Inspires Repeat Business

Concerns

Virtually None. You can’t do this after every sale, as it would discount all the future business.

Thank You Email Example

This email is great for telling the customer that you care about their business.

Send this after the customer’s first purchase with you.

Example 1

SUBJECT: Thank You [First Name]

Hi [First Name],

Thank you for your recent purchase from our store! We hope you’re happy with your purchase and that you’ll continue to shop with us in the future.

To show our appreciation, we’d like to offer you a special discount on your next purchase. Use the code [coupon_code] at checkout to receive [discount] off your next order.

We hope to see you soon!

Thank you,

[Your name]

10. Anniversary trigger email

An anniversary trigger email is sent on the anniversary of a customer’s first purchase. This type of email celebrates the customer’s loyalty and offers a discount for their next purchase.

Benefits

The customer is not expecting this, so it’s a nice surprise to receive.

Concerns

Not much.

Anniversary Email Example

Compare this email to a friend that calls you on a date most people ignore.

It just feels good to be contacted.

Example 1

SUBJECT: Happy anniversary!!

Happy birthday [First Name]!

We wanted to celebrate the anniversary of your first purchase! We’ll celebrate this every year…it’s that important to us. Here’s a special discount for your next purchase.

Just enter the code “[coupon code]” at checkout to receive [discount] off your order.

Thank you for being part of our journey and we look forward to continuing to serve you in the future.

Sincerely,

[Your name]

11. Birthday trigger email

This one is pretty straightforward. A birthday trigger email is sent on the customer’s birthday. This type of email offers a discount or freebie and makes the customer feel special on their big day.

Benefits

This is another exciting email to receive.

The customer is not expecting this, so you get a lot of customer service points.

Concerns

You have to request that the customer enters this date at some point, which some people don’t feel comfortable doing.

Birthday Email Example

Statistics have shown that businesses that send out birthday emails receive a 45% open rate, a 12% click rate, and a 3% repeat purchase rate!

Example 1

SUBJECT: Woohoo!! Happy birthday!!

Happy birthday [First Name]!

It’s your birthday! And we want to celebrate with you.

To show how much we appreciate you, we’re giving you a special discount on your next purchase. Just enter the code “[coupon code]” at checkout and you’ll receive [discount] off your order.

So go ahead and treat yourself to something special. We know you deserve it.

Thank you for being such a great customer! We hope you have a happy birthday!

We hope to see you soon!

[Your name]

12. Review Request Email

A review trigger email is often sent after a customer has used your product or service. It is typically triggered after a set period of time following the delivery of the product. This type of email asks for feedback on the customer’s experience and can be used to improve your product or service. Many times it will include a link for the customer to leave a review on the site.

Some companies use incentives to get users to leave a review, but be careful with this approach. If you incentivize only positive reviews (“Get a 10% discount for leaving a 5-star review”), it may be a turnoff to certain users. You run the risk of lowering the credibility of your reviews.

Benefits

You’ll get honest feedback from a verified user.

Concerns

You’re asking for their opinion, so you have to accept the good reviews with the bad reviews.

Review Request Email Example

A good email can help the user understand that you care about their opinion and their experience.

Example 1

SUBJECT: Did you like [product name]?

Hello [First Name],

Thank you for your recent purchase from our store. We hope you’re happy with your purchase but if not, please let us know so we can make it right.

We would also greatly appreciate it if you could leave us a review on our website or social media pages. Your feedback helps us improve our products and services and lets other potential customers know what to expect when they shop with us.

To leave a review, simply click on the link below and follow the instructions. It only takes a few seconds and we really appreciate your time.

[Review Link]

Thanks again, and we hope to see you back at our store soon!

[Your name]


Example 2

Hello [First Name],

We hope you’re happy with your recent purchase but if not, please let us know so we can make it right.

Also, we would love it if you could leave us a review on our website or social media pages. Whether your review is good or bad, it will help us get better and deliver the best experience for everyone.

Just click on the link below to leave a review. We appreciate your time so it’s meant to only take a few seconds to complete.

[Review Link]

Thank you!

[Your name]

13. Customer Service trigger email

A customer service trigger email is sent after a customer has contacted you for help. This type of email inquires how you did and if there is anything else the customer may need.

Benefits

Customers will appreciate the attention to their experience.

Concerns

Again, you’re asking for their opinion, so you have to accept the good responses with the bad ones.

Customer Service Email Example

A good email will help the user understand that you care about their experience.

This should come from a Manager if possible so the user ca reply if an issue remains.

Example 1

SUBJECT: We care about your experience

Hello [First Name],

Thank you for contacting us recently.

We sincerely hope that we were able to provide assistance to your liking.

Please let us know if there is anything that remains unclear that we can assist with. Your happiness with our service is most important to us.

Thank you!

[Customer Service Manager]
[Customer Service Contact Information]

14. Subscription Renewal Trigger Email

This is another courtesy email that goes a long way for your customers. It lets them know that their subscription (monthly, yearly, etc.) will renew soon and they should expect to see the standard charge for it on their credit statement.

Benefits

Removes the shock of an unexpected charge for the user.

Concerns

Assuming that the user wants to continue using your service, virtually none.

Subscription Renewal Email Example

Reminds the user that they have an active subscription with you.

Lowers the risk of a chargeback, which can be quite costly to a small business.

Example 1

SUBJECT: Your subscription will renew soon

Hi [First Name],

We hope you have been enjoying [company or service name].

We thought you’d appreciate this reminder that your subscription will renew soon. Here are the details:

Renewal Date: [Review Link]
Estimated Charge: [Charge Amount]

Thanks again for your business, and please let us know if there is anything we can assist with.

Thanks!

[Your name]

15. Upsell trigger email

An upsell trigger email is sent to customers who have expressed interest in a higher-priced product or service. This type of email offers a discount on the upgrade, making it more affordable for the customer.

Benefits

Increases sales from customers.

Concerns

Requires your technology to be set up to support this product hierarchy.

Upsell Email Example

This can help with additional sales from existing customers if done right.

Often, a coupon with a soon-to-expire date works well in this situation.

Example 1

SUBJECT: We thought you may need this too

Hi [First Name],

We hope you’re enjoying your recent purchase from [store name]. We want to make sure you have everything you need to get the most out of it.

That’s why we wanted to let you know about some similar products that might interest you. These items are often purchased together, and we think they would complement your new purchase perfectly.

[Upsell Product Info]

Thank you for shopping with us, and we hope to see you again soon.

Sincerely,

[Your name]

16. Cross-sell trigger email

A cross-sell trigger email is sent to customers who have purchased one of your products or services. This type of email recommends other products or services that would complement what the customer has already bought.

Benefits

Increases sales from customers.

Concerns

Requires your technology to be set up to support this product hierarchy.

Cross-Sell Email Example

This also can help with additional sales from existing customers if done right.

Often, a coupon with a soon-to-expire date works well in this situation.

Example 1

SUBJECT: We thought you may like this

Hi [First Name],

We hope you’re enjoying your recent purchase from [store name]. We’ve got some great related products that we think you’ll love. Check them out:

[Upsell Product Info]

Thank you for shopping with us, and we hope to see you again soon.

Sincerely,

[Your name]

Frequently Asked Questions

What are Trigger Messages?

Trigger messages are automated messages that are sent in response to a specific action or event. They can be used to welcome new subscribers, subscribing to a newsletter, thank customers for their purchases, or even provide customer support.

What are Campaign Triggers?

Campaign triggers are a set of conditions that, when met, will automatically launch multiple emails (a campaign). For example, you can set up a trigger to automatically send a “Thank You” email after a person purchases a product, then another 5 days later to see how much they are enjoying it.

Conclusion

These are just some examples of great trigger emails, but there are many more out there! The most important thing is to find what works for you and your business and run with it! Experiment with different subject lines, content, calls-to-action, and more until you find what gets the best results for YOUR business.

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