Trigger Mail

A trigger mail is an automatically sent message fired by a defined event instead of running on a fixed schedule. Typical triggers are sign ups, confirmations, purchases, birthdays, abandoned baskets, inactivity or a subscription expiry. Trigger mails hit the recipient at the right moment and therefore reach significantly higher open and click rates than pure broadcast sends.

Common triggers

Welcome mails after registration, order confirmations, shipping notifications, invoices, birthday messages, re activation mails to inactive users and reminders for abandoned baskets are the classic categories. Each of these mails has a clear function and a fixed reference to a user action, which keeps them topically focused and predictable for the recipient.

Success factors

A good trigger mail has a clear reference to its trigger, arrives quickly after the event, contains exactly one main message and a single call to action. Personalised content and correct data fields, such as the order number or first name, are a given. Substance must match the promise, otherwise the credibility of the entire email programme suffers.

Trigger mails in JD Mail

JD Mail operates its own trigger mail system that receives triggers at list or profile level and delivers the matching mail within minutes. Triggers are configured per AdSpace, from birthday triggers to complex behavioural signals from click history. Sending, bounce processing and reporting run inside the same engine as regular newsletter delivery, so reach and success of each trigger flow are transparently reported.