How are Triggered Emails used in Marketo?

Triggered Emails in Marketo are specifically designed to be sent based on specific lead actions or behaviors. This means that when a lead performs a predetermined action—such as filling out a form, downloading a white paper, or visiting a particular webpage—the system automatically initiates and sends an email tailored to that action. This behavior-based approach allows marketers to engage with leads at critical moments in their buyer journey, delivering relevant content that aligns with their interests and actions.

The effectiveness of Triggered Emails lies in their ability to respond in real-time to lead behavior, improving engagement rates and fostering a more personalized communication strategy. This approach enhances the likelihood of converting leads into customers, as the messages are timely and contextually relevant.

In contrast, manually created emails for targeted leads do not leverage the automation and immediacy that Triggered Emails provide, and ongoing newsletters are typically part of a broader campaign strategy rather than being tied to specific actions. Assessing campaign performance, while important for understanding overall effectiveness, does not inherently define the function of Triggered Emails, which is primarily about sending responses based on lead behavior.