On the Web: Rapid-Fire E-Marketing

The Good Autopilot
Triggered emails get their name from being "triggered" by something a shopper did. This could be placing an order or, as noted above, leaving a site with products still in the shopping cart. The email should be sent immediately after the trigger from the retailer itself or its email service provider (usually a day or more later). Triggered emails use a standard creative template. Once set up, they're sent automatically, requiring no further marketing intervention.