“When drip emails are triggered by people’s behavior on your site or app — rather than time or email opens — you’re starting out closer to that ideal because they’re responding to individual situations. Instead of a relentless, fixed sequences of messages, every person gets an email experience that’s customized to their needs.”
Traditionally email automation is triggered by a single action—like signing up for a newsletter. What follows is a series of emails delivered according to set time parameters. What works much better, is looking for ways to incorporate behavior triggers into this automation. When a subscriber buys something, for instance, engagement is much higher on transactional emails.