What are Triggered Emails: How to Use Them [Examples+ Best Practices]

What if your emails could work smarter, not harder?

Imagine this: Someone visits your site, adds something to their cart, and then life happens. They get distracted. But instead of letting them slip away, they get an email that feels like a friendly tap on the shoulder.

That’s the power of triggered emails. These clever, automated messages don’t just sit in inboxes; they perform.

In fact, they result in a 152% higher click rate than your typical bulk emails. They’re like having a 24/7 assistant who knows exactly what to say and when to say it.

Ready to see how they turn “almost” into “conversion”? Let’s dive in!

What are Triggered Emails?

Triggered emails, also known as behavioral or transactional emails, are automated messages sent when a user takes a specific action. These actions can include signing up, making a purchase, abandoning a cart, or even celebrating a birthday.

For example, a welcome email is triggered when someone joins a mailing list, a reminder email notifies a user about an upcoming payment, and a cart recovery email encourages shoppers to complete their purchases.

All of them are triggered emails.

Types of Triggered Emails

Triggered emails are a powerful way to engage your audience at just the right moment. So, naturally, there are different types of triggered emails.

• Welcome Emails
• Abandoned Cart Emails
• Order Confirmation Emails
• Post-Purchase Emails
• Birthday or Anniversary Emails
• Re-engagement Emails
• Shipping Confirmation Emails
• Feedback Request Emails
• Loyalty Program Emails
• Abandoned Browse Emails
• Win-back Emails
• Upsell/Cross-sell Emails
• Birthday Email

But these are not all. You can create even more triggers or tags if you want.

Read our article on email automation examples to learn how you can create these triggered emails.

Triggered emails vs. Drip campaigns

Let’s clear up the confusion: Trigger emails and drip campaigns might both be automated, but they’re not the same thing.

Think of trigger emails as your brand’s quick reflexes—they’re sent instantly after a specific action, like when someone forgets their password or makes a purchase. These are one-time, timely responses that feel personal and relevant.

On the other hand, drip campaigns are essentially email sequences designed to nurture leads over time. Imagine them as a series of pre-written emails sent over days, weeks, or even months. Each email builds on the last, guiding your audience step by step toward a goal, like signing up for a service or making a purchase. 

For example, a welcome drip campaign might start with a friendly hello, followed by tips, product highlights, and finally, a special offer.

Here’s the cool part: you don’t have to choose between the two. While triggers handle those immediate, action-based moments, drip campaigns take care of the long-term relationship building. Together, they:

• Automate your marketing
• Save you time
• Keep your audience engaged

At every stage of their customer journey.

So, why not have the best of both worlds?

Why Should You Use Trigger Emails?

Imagine you’re having a conversation with a friend who’s always there when you need them, saying exactly the right thing at the perfect moment. That’s exactly what triggered emails do for your business!

Whether it’s welcoming a new subscriber, reminding someone about an abandoned cart, or even thanking a customer for making a purchase, these emails hit at just the right time. They’re like having a conversation with your customers when they’re most engaged.

Now, here’s why you absolutely need them:

• It’s Personal: Triggered emails are all about YOU—well, your customer. They feel personal and relevant because they’re based on your customers’ actions. That means you’re sending the right message at the right time, not just another generic email.
• Boost Engagement: Because these emails are so timely, your audience is way more likely to open and engage with them. Whether it’s a “Welcome” email or a cart reminder, it’s all about showing up when it counts.
• Drive Conversions: Want to get more sales? Triggered emails are known for their high conversion rates. By offering the right info at the right time, you guide your customers toward the next step, whether it’s completing a purchase or signing up for a special offer.
• Save Time & Effort: These emails work automatically in the background, saving you time while keeping your audience engaged. So, while you’re working on other things, your triggered emails are doing their magic.
• Transactional emails: Transactional emails inform customers of purchases, payments, tracking information, and more.
• Efficient Resource Utilization: Automating your email campaigns reduces the need for manual intervention, allowing your marketing team to focus on strategy and creative tasks, thereby optimizing resource allocation.
• Re-engage Inactive Users: When you put the inactive audience under a tag, then after your selected timeframe, you can send an automated email sequence to your inactive users and bring them back.

Best Practices for Triggered Emails

Alright, so you’re ready to unleash the power of triggered emails? If yes, then awesome! But before you hit “send,” let’s make sure your emails are as effective as they can be.

Here are some best practices to turn your triggered emails from “meh” to “mind-blowing”.

Get Personal (Like, Really Personal)

Triggered emails are all about timing and relevance, so use your customer’s name, reference their recent actions, and tailor the content to their interests. For example, “Hey [Name], we noticed you left these awesome sneakers in your cart. Want us to hold them for you?” Personalization can boost open rates by 26%, so don’t skip this step!

Timing is Everything

Don’t wait too long to send that email. If someone abandons their cart, send a reminder within an hour—not three days later. The faster you act, the more likely they are to come back and complete the purchase.

Keep It Short and Sweet

Nobody has time to read a novel in their inbox. Get to the point quickly, use clear calls-to-action (CTAs), and make it easy for them to take the next step. Think: “Your cart is waiting! Complete your purchase now.”

Mobile-Friendly Design

Over 60% of emails are opened on mobile devices, so make sure your emails look great on smaller screens. Use large buttons, and concise text, and avoid tiny fonts that require zooming.

Test, Test, Test

Not sure what subject line or CTA works best? A/B test it! Try different versions to see what resonates with your audience. Small tweaks can lead to big results.

Add Value, Not Just Promos

While discounts and offers are great, don’t rely on them every time. Sometimes, a helpful tip, a thank-you note, or a personalized recommendation can be just as effective (if not more).

Don’t Overdo It

Triggered emails are powerful, but too many can feel spammy. Be strategic—send emails that matter, not just because you can.

By following these best practices, your triggered emails will feel less like marketing and more like a helpful nudge from a friend. And trust me, your audience will notice the difference.

Real-Life Examples of Trigger Emails

Triggered emails are like little helpers that show up at just the right time—whether it’s a friendly reminder or a warm welcome. But, what do they look like in action?

Let me walk you through a few examples so you can see how they effortlessly turn clicks into connections. Let’s take a look!

Welcome Email

Nothing works better than a warm welcome. For this very reason, a welcome email is a mandatory email for almost every product or company service that has a welcome email trigger.

A welcome email trigger can be activated when someone subscribes to the product or product service or buys a premium plan. There are many other reasons for this.

Here is a welcome email sent by Spotify Design.

And you can clearly see it works. But why.

Why Does It Work?

• Spotify sent the welcome email right after the user signs up
• Added a friendly ‘you can unsubscribe anytime’ message along with the post
• Designed with a very colorful, vibrant image to draw users’ attraction
• Added other social media links to join the community or to stay updated

Abandoned Cart Email

Bringing a cart abandoner can be tough, but what works mostly is a gentle nudge with an incentive. That’s why abandoned cart emails are a must-have for any online store.

An abandoned cart email is triggered when a shopper adds items to their cart but doesn’t complete the purchase. Maybe they got distracted, had second thoughts, or just needed a reminder. Whatever the reason, this email gives them a chance to pick up where they left off.

Here’s an example of a well-crafted abandoned cart email from Pulp and Press. You can take inspiration from it.

And as you can see, it works. But why?

Why Does It Work?

• An instant notification with a catchy title works as a great abandoned cart reminder
• Displays the chosen products by customers to lure them back to shopping
• Reminds the users that they can get 30% off over $100 shopping
• Added a CTA button to get back to the abandoned cart right then

Thank You Email

Gratitude never goes out of style. That’s why a thank-you email isn’t just a polite gesture—it’s a chance to make customers feel valued and appreciated.

A thank-you email can be triggered when someone makes a purchase, signs up for a service, donates, or even just engages with your brand. No matter the reason, it’s a small but powerful way to build lasting relationships.

Here’s a great example from Pathwright that you can take inspiration from.

And as you’ll see, it’s not just about saying thanks. It’s about making every interaction meaningful.

Why Does It Work?

• Shows they are genuinely thankful with a bold ‘Thank You’ image
• Comes with a heartfelt and genuine thank-you message
• Invites recipients to explore tools like Butter and Mmhmm, keeping them involved
• Simple and easy-to-skim structures, making key messages stand out
• The email encourages interaction by inviting recipients to send interesting links

Post Purchase Email

Nothing beats the excitement of a package on its way! That’s why post-purchase emails aren’t just about order confirmations—they’re about keeping the anticipation alive.

A post-purchase email can be triggered when someone places an order, books a service, or even signs up for a trial. It reassures customers, sets expectations, and adds a personal touch to the shopping experience.

Here’s an example from Warby Parker to take inspiration from it.

And as you’ll see, it’s not just about the order. It’s about making every step of the journey just as exciting as the purchase itself.

Why Does It Work?

• Reassures the customer that their order has been received
• Builds excitement by confirming that the order is being packed
• provides a visual reminder of the selected items to keep engagement high
• Sets clear expectations for shipping time to reduce uncertainty
• Adds a personalized touch by displaying the shipping address
• Creates a sense of uniqueness by making the experience feel special
• Includes a subtle brand message that reinforces the company’s identity
• Offers contact details and social links to keep the customer connected

Subscription Email

Why wait when you can have the good stuff on repeat? That’s exactly why subscription emails exist—to make sure you never miss out.

A subscription email trigger is activated when someone signs up for a service, a newsletter, or a recurring order. It’s more than just a confirmation; it’s about setting expectations, delivering value, and keeping the excitement alive.

Take this example from Sundays—they don’t just ask you to subscribe; they give you a reason to stay hooked.

Because let’s be honest—when something is this good, why have it just once?

Why Does It Work?

• This trigger email works because it grabs attention with a clear discount offer
• The call-to-action button stands out and makes it easy to take action
• It creates urgency by mentioning high demand and shipping delays
• The content is structured in short sections, making it easy to read
• High-quality images showcase the product and ingredients effectively
• Highlights key benefits like air-drying, balanced nutrition, and human-grade quality

Common Mistakes to Avoid While Sending Triggered Emails

With all these examples, you probably have a good idea now. So, you might be thinking there is no way you can go wrong with automated emails. Unfortunately, that’s the case always. If you’re not careful, a few slip-ups can turn a winning message into a total snooze fest.

So, when it comes to email triggers, here’s what not to do:

• Writing a novel when a post-it note would do keep it short and sweet
• Forgetting to proofread because typos are the ultimate vibe killers
• Being too salesy nobody likes a pushy friend
• Ignoring personalization “Hey [Insert Name]” screams “I didn’t care enough”
• Overloading with links doesn’t send your readers on a scavenger hunt
• Skipping the call to action what’s the point if they don’t know what to do next
• Sending at the wrong time don’t be the 3 AM text of emails
• Skipping email authentication and hampering email deliverability

Dodge these pitfalls, and with a few tweaks here and there, you will boost your email game in no time.

Send Your Triggered Emails with FluentCRM

Yes, yes. Keeping all these in your mind while creating a tag or automation funnel can be really daunting. But don’t worry. You can rely on FluentCRM to rescue you!

FluentCRM offers multiple tags, an automation funnel, and email sequences with which you can easily sort your emails under a tag and send them at any preferred time you want.

The best part? You don’t have to do anything other than set a tag.

For example, this is a welcome offer email automation funnel made with FluentCRM. As soon as the visitor submits the form, the automation will be activated. And, not just that, you can even customize the time from here.

But what if you don’t find any automation suitable for you? (Maybe that won’t happen in FluentCRM, but still) Well, in that case, you can create one from scratch.

Here is an example of a trigger email. This email is triggered by the tag ‘Download’. As soon as someone downloads FluentCRM, a heartfelt thank you email goes to them.

You can create tags, set triggers, send trigger email campaigns, and generate leads however you want with FluentCRM.

And, if you feel this is too much to remember, then feel free to reach out in the comment section! We will send you a detailed guideline.

Turn Every Click into Conversion with Timely Triggered Emails

You’ve done the hard part, like: getting those clicks. But here’s the deal: if you’re not following up, you’re leaving money on the table. That’s where triggered emails come in.

They’re like your 24/7 assistant, sending the perfect message at the perfect time. Abandoned cart? A friendly reminder pops up. New subscriber? A warm welcome lands in their inbox. It’s all about staying top of mind without lifting a finger.

But obviously, remembering all the examples, and best practices will be tough. And here’s the best part: FluentCRM makes it ridiculously easy. Set up your emails once, and it handles the rest—sending them at just the right moment to turn clicks into customers. No guesswork, no stress, just results.

So, start automating with FluentCRM today and watch your conversions grow. It’s time to work smarter, not harder.