Trigger-based marketing, also called event-based marketing refers to the practices by which a marketing action (mailing, emailing, phone call, etc.) is automatically triggered when a customer or prospect is undertaking a specific action (purchase, webform completion, whitepaper download, etc.) or when a particular event occurs (anniversary/birthday date).
Trigger-based marketing actions have developed considerably with the Internet and digital marketing development as they allow fully automated marketing actions (marketing automation).
The most common forms of triggered-based marketing used in digital marketing and e-commerce are:
Follow-up and order confirmation emails
Cart abandonment email
Retargeting display campaigns
Campaigns related to form filling