In today’s dynamic business landscape, effective customer communication is critical for success. Many businesses employ various messaging platforms to deliver different types of messages, from promotional offers to transactional updates. This approach can lead to disjointed messages and a poor customer experience.
In 2022, Postmark—the much-loved transactional email provider—joined the ActiveCampaign family—and together, we’re on a mission to make it easier for you to manage all your emails, including your crucial transactional messages, in a single place.
Many of you are already putting our Postmark integration to work to send important transactional emails from your ActiveCampaign automations (learn more about how that works). And now, there’s a new way to embed your transactional emails more deeply into your workflows: Introducing transactional email triggers.
What is an automation trigger?
Automation triggers are the conditions that start automations and they play an important role in automating repetitive tasks, nurturing leads, and providing a seamless customer experience. For example, you can start an automation at a certain time (that’s a date trigger), when a contact performs a specific action, when a custom event occurs, or when a tag is added.
You can leverage triggers to kickoff personalized and targeted communication sequences, deliver timely messages, and engage with your audiences based on their preferences and behaviors.
New Postmark triggers: Turn transactional email engagement into automation triggers
Over the next weeks and months, you’ll see new triggers become available in your ActiveCampaign automation builder that will help you integrate your transactional emails more closely into your overall customer experience. The first trigger is already available in your account today.
Transactional email open trigger
The first trigger we’re bringing to the automation builder is the open trigger. With this new trigger, you can kick off an ActiveCampaign automation whenever a contact opens a transactional email sent via Postmark.
Here are just a few ideas for what kind of use cases you can unlock with the new transactional email open trigger:
- Adjust contact/deal score
- For example: If a customer opens an order confirmation email, you can add points to their contact score to reflect engagement with your business.
- Apply tag to engaged contact
- For example: If a customer opens a webinar reminder email, you apply a tag to mark engaged contacts and later send a recording of the webinar.
- Send a follow up message based on engagement (email or SMS)
- For example: If you’ve sent an order pick up email to a contact and the email has not been opened in 2 days you can kick start a workflow to send a SMS message to the contact and remind them in a different channel about picking up their order.
Try it out, streamline your workflow by importing and customizing this pre-built automation to trigger a series of events when a contact opens your transactional email or read our support doc to learn how to get started.
[ Try the transactional email trigger → ]
Benefits of using a transactional email trigger
Promotional and transactional emails can work together to enhance the overall customer experience and drive business success. By setting up automation triggers, businesses can create personalized and targeted sequences to deliver timely messages. Using transactional email triggers in your email marketing strategy offers several benefits that contribute to a more effective customer experience:
- Timely communication– Trigger emails based on specific customer actions, such as making a purchase or updating account information to ensure customers receive important information promptly.
- Enhanced personalization– Transactional emails are highly relevant to a customer’s recent actions. By customizing a customer journey that is based on specific customer behavior, you can deliver a personalized experience that resonates with an individual.
- Opportunity to upsell and cross-sell – Transactional emails typically have higher open and click-through rates than promotional emails because they contain important information that customers seek. Leverage transactional email triggers to capitalize on this engagement, automate opportunities for upselling, cross-selling, or gathering feedback.
- Building trust and credibility– Sending transactional emails such as order confirmations and shipping notifications that are delivered promptly and accurately enhances the overall customer experience and builds credibility in your brand.
- Automation and efficiency– By automating communications or actions through triggers, you can save time and effort by eliminating the need to send these messages manually. This helps streamline the communication process, allowing you or your team to focus on other critical tasks.
This is the first trigger we’re bringing to the platform, we are going to add additional triggers to open up more use cases. More to come, sign up to follow for more updates and stay tuned for more Postmark automation triggers along with innovation of how we are helping you to deliver a connected customer experience and get a complete view of the customer journey.
Try the new trigger now or sign up for a free Postmark trial today!
