Definition
Trigger campaign types describe the different categories of automated emails based on what causes them to send. Each trigger type serves a different purpose, requires different data inputs, and drives different subscriber outcomes.
Understanding trigger types helps marketers design comprehensive automation strategies that cover the full subscriber lifecycle with the right messages at the right moments.
Main Trigger Categories
| Trigger Type | Description | Example |
|---|---|---|
| Behavioural | Triggered by subscriber action | Browse abandoned, link clicked |
| Transactional | Triggered by a transaction | Purchase confirmation, shipping update |
| Time-based | Triggered by elapsed time | 30-day follow-up, anniversary |
| Milestone | Triggered by achievement | 10th purchase, 1-year subscriber |
| Event-driven | Triggered by external event | Webinar starts, webinar replay available |
| Inaction-based | Triggered by lack of action | No open in 60 days, no purchase in 90 days |
| Date-based | Triggered by calendar date | Birthday, subscription renewal |
| Value-based | Triggered by value threshold | Cart value > £100, spent > £500 total |
Common Trigger Campaigns
Behavioural Triggers
- Welcome series: Triggers on signup
- Browse abandonment: Follows up on product/category page visits
- Cart abandonment: Recovers abandoned shopping carts
- Content engagement: Sends related content after specific article clicks
- Category interest: Follows category browsing with relevant offers
Transactional Triggers
- Order confirmation: Immediate purchase receipt
- Shipping notification: Tracking information when order ships
- Delivery confirmation: Follow-up after delivery
- Payment receipt: Payment confirmation
- Subscription renewal: Notice of upcoming renewal
- Service expiry: Notification of service ending
Time-Based Triggers
- Post-purchase check-in: "How are your new products?" at N days
- Usage follow-up: "Tips for getting started" at N days after signup
- Re-engagement: "We miss you" at N days of inactivity
- Review request: Rate your purchase at N days after delivery
Designing Trigger Campaigns
- Identify the trigger event: What action or condition starts the sequence?
- Define the delay: How long after the trigger should the email send?
- Define the conversation: What is the sequence of emails?
- Set exit conditions: What removes a subscriber from the flow?
- Establish frequency rules: How does this trigger interact with others?
- Plan for errors: What happens if the trigger data is incomplete?
Best Practices
- Prioritise time-sensitive triggers (cart abandon, welcome) for immediate send
- Use single-email triggers for urgent communications
- Use multi-email sequences for nurturing and education
- Set clear exit criteria to prevent email overlap
- Monitor trigger rates to detect tracking issues
- Regularly review trigger performance and refine timing
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Frequently Asked Questions
Start with the essentials: welcome, cart abandonment (for ecommerce), post-purchase, and re-engagement. As you mature, add browse abandonment, milestone emails, content follow-ups, and date-based triggers. Most mature programmes run 8-15 active trigger campaigns.
The welcome email series. Subscribers who receive a welcome email show 33% higher long-term engagement rates. The welcome is your best opportunity to set expectations, deliver on the signup promise, and establish the subscriber relationship.
Yes. Too many triggers can cause email overlap (subscriber receives multiple automated emails from different triggers simultaneously), frequency issues, and subscriber confusion. Map all trigger campaigns in a single document to identify overlap and enforce frequency rules.