According to Molly Niendorf, some marketers worry that triggered email will look inauthentic to recipients. "Sure, automatic emails have been around long enough that recipients know you're not perched at your computer, hitting the send button just as soon as they sign up or click a link," she writes at the Emma blog.

But, she argues, your audience will appreciate smart triggers that show how you're paying attention to their preferences and needs. For instance:

Send welcome messages that go beyond a generic welcome. "If you're an outdoor adventure company," she says, "you might display audience groups on your signup form so subscribers can select to receive communication about their areas of interest." With that information, you can then welcome new subscribers as members of your "climbing" or "kayaking" groups.

Include personalized coupons in a birthday greeting. Use age, gender, location or purchase histories to create a triggered offer that's more relevant to your recipient.

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