Emails that are triggered by a contact's behavior have the benefit of being perfectly timed. When you send an email in response to a page visit you know the contact is online, and you know which page they are on, so you can send a message that is extremely relevant and timely.
A particularly effective use of triggered emails is to send a message that engages the contact in a one-to-one conversation. It allows a human to step in at the perfect time. Effective marketing & sales automation isn't attempting to automate everything, for most businesses this isn't the appropriate goal, it's creating processes that bring human touch into the equation at key moments so that a human can take care of things only a human can. Automation is great for some things, but it can't (yet) replicate or replace human judgment, intelligence, and conversation.
You could send a triggered email that asks the contact if they have any questions when they visit your FAQ page so that you can address their concerns. Or, you could send them an email that invites them to schedule a demo if they visit your pricing page so that you can move them deeper into your sales process. You might ask them if they need any help if they visit your help docs so you can wow them with your proactive support and resolve their issues before they fester into frustration.
To create an automation that sends an email message triggered by a page view:
Make sure that you have Site Tracking set up.
Click “Automations” in the top menu to navigate to the Automations Overview.
Click “New Automation.”
Click “Start from Scratch” and then “Create.”
Click the “Web page is visited” trigger so that the automation will begin when the contact visits a particular page of your website.
Enter the URL of the page you want to trigger the message to send. In this example, I'm going to create an automation that sends an email inviting the contact to schedule a consultation if they visit the pricing page. A visit to the pricing page indicates that someone is considering making a purchase and it would be a good time to engage with them to address any concerns and impress upon them the value your solution provides.
Note that you also have the option to run the automation on visits to large portions of your website using wildcard URLs. For instance, to run the automation when any page in your “products” directory is visited, you'd enter a URL like:
The asterisk symbol tells ActiveCampaign to run the automation when any URL is visited in the products directory. So visits to:
... would all trigger the automation.
Set the automation to run “Once” so that the contact doesn't receive the same message over and over each time they visit the page.
You can segment the contacts entering the automation so that the automation only runs if the contact matches certain conditions. For instance, if this automation is going to send a message inviting someone to schedule a demo, you may not want it to run if the contact is tagged as a “customer.” You could also use the segment conditions to specify that the automation should only run if the contact has visited the pricing page twice.
When you've configured your trigger, click “Save Start.”
You could add a wait condition after your trigger so that the email isn't sent to them the instant they visit the page. For this particular example, I don't want to wait too long so I'm just going to use a 15-minute wait but you could have it wait for 24 hours or whatever makes sense to you.
To add a wait action, click the “+” button.
Under the Conditions and Workflow category, click “Wait.”
Select “For a specified period of time” by clicking it.
Enter the length of time the automation should wait and click “Save.”
Now we will send a message. Click the “+” button and then select “Send email” from the “Sending Options” category.
You'll be prompted to create an email campaign. You'll be walked through the steps of the campaign creation process. For more detailed guidance on how to create messages, see that category of help docs. When you are done designing your message, you'll be returned to the automation builder.
Give your automation a descriptive name. For this example, it might be “Send consultation invite on a visit to pricing page.” When you're ready, click “Active” to turn the automation on. From that point forward, as contacts visit that page of your site, the automation will run and send them the campaign you created.