"Trigger emails have thrust their way into the online marketing consciousness with a confident swagger and the promise of a brighter future for all," writes Mark Brownlow at Email Marketing Reports. "The positive press has its justification: trigger emails seem to solve the main challenges faced by the modern email marketer. And the campaign results make impressive reading."

But what questions should you be asking if—like Brownlow—triggers aren't your area of expertise? He brainstorms several, including these:

Have you optimized your campaign basics? Before rushing to implement trigger email, be sure your email marketing fundamentals—subject lines, preheaders, designs, layouts, copy and calls to action—are in tip-top shape.

How will trigger email affect your frequency caps? "If you've decided there is some upper limit on the number of emails any one person gets from you in a set period of time, do trigger emails count?" Brownlow asks. You might exempt them from caps because they're highly targeted and highly relevant—but will subscribers simply see more email than they wanted?

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