Behavioral triggers

Behavioral triggers fire based on what users do (or don't do): viewed page X, used feature Y, hit usage limit Z. Most relevant email possible.

Examples

• Viewed product 3 times, didn't buy
• Used feature for first time
• Hit plan limit
• Missed usage for 14 days

Setup

Requires event tracking. Klaviyo, Customer.io, Braze support this well.

Relevance

Behavioral triggers have 3-10x the conversion of broadcast emails. Worth the setup.

What to do with this

• Build the top 5 behavioral triggers for your business before optimizing broadcasts, triggers produce multiples of broadcast revenue per send
• Start with easy triggers (purchase, signup, cart abandon), advanced ones (feature use, inactivity patterns) come later
• Send triggered emails promptly, seconds matter for some triggers (cart), minutes for others (purchase)
• Track trigger-level metrics separately, bundling them into overall open/click hides the real performance
• Review trigger coverage quarterly, as you add new features and user behaviors, new triggers become available