Beyond the Cart: 5 Unconventional (But Lucrative) Behavioral Triggers You’re Ignoring
Every marketer knows that behaviour-based email triggers dramatically outperform generic broadcasts. Instead of sending the same message to everyone, these automated emails respond directly to a user’s actions—browsing patterns, on-site searches, and engagement behaviours.
According to Omnisend’s 2025 report, marketing emails sent in response to behavioural triggers generate 10 times greater revenue than other marketing email types.
Additionally, MoEngage data from early 2025 shows thbehaviour-baseddsed emails achieve open rates as high as 42.36%, whereas broadcast emails achieve only 14.5–26.9% opens.
Forbes Advisor (2024) further reports that automated or triggered emails generate 30 times more revenue per recipient than non-automated emails.s
By tapping into these signals, you send timely, hyper-relevant messages that feel personal.
Yet most marketers stop at cart abandonment. While recovering stalled checkouts is important, it’s only the beginning. In this guide, you’ll discover five unconventional behaviour-based email triggers beyond the CT—each illustrated with a single, general example to keep things focused. We’ll also show you where to insert in-content CTAs, recommend sidebar CTAs, and suggest visual diagrams to clarify each trigger. Let’s dive in.
Let’s be honest—most inboxes are war zones. Everyone’s vying for attention with flash sales, loud headlines, and shiny graphics. But behaviour-based email triggers? They slip in quietly, speak directly to the user, and get results without shouting.
Here’s what makes them quietly powerful:
They show up when they’re needed. Someone browses a product, abandons a cart, or downloads a guide—and boom, they get a tailored message that feels more like help than a pitch.
They talk to people, not at them. These aren’t cookie-cutter blasts. Their emails are based on real actions, which makes them feel personal (because they are).
They nurture, not nag. Well-timed triggers guide people naturally through their journey—no pressure, no pushy tactics.
Instead of flooding inboxes with noise, behaviour-based emails offer value at the right time. They don’t just drive clicks—they build trust. And in the long game of digital marketing, trust is what scales.
Going “beyond the cart” means looking past the obvious triggers. Below are five high-impact behaviour-based email triggers that marketers often overlook. Each includes examples from e-commerce, SaaS, and B2B scenarios, as well as suggestions for visuals and in-content call-to-action (CTA) elements. Consider adding diagrams (like user journey flowcharts or trigger-response maps) for clarity.
What it is: When a visitor browses product pages or uses your on-site search but doesn’t add anything to their cart, you have an opportunity. Instead of only tracking cart abandonment, set up emails for users who showed interest by viewing products or searching your site.
Why it’s lucrative: This captures window-shopping intent. A timely reminder can prompt browsers to return before they forget. Omnisend reports that browse abandonment emails achieve an open rate of around 34.55% with a click-to-conversion rate of 11.42%. In other words, this trigger can turn casual browsing into sales by staying top of mind.
Example: A visitor spends time reviewing several pages on your website but leaves without taking action. Within an hour, they receive an email that references what they viewed and offers helpful resources (e.g., a short demo video or a comparison guide). This reminds them of their interest and encourages them to take the next step.
What it is: When a customer expresses interest in an out-of-stock or upcoming product (for example, by adding it to a wishlist or waitlist), trigger an email the moment it becomes available.
Why it’s lucrative: This catches people at peak buying intent. Subscribers waiting for a restock are primed to make a purchase ass soon as it becomes available Neil Patel cites a study showing that back-in-stock emails open at a rate of 65.32%, which is drastically higher than the rate of standard promotions. You’re delivering exactly what the customer wants, right when it’s ready.
Example: A visitor signs up to be notified when a sold-out product or service feature becomes available again. As soon as inventory is replenished, the system automatically sends an email: “Your saved item is available! Get it before it’s gone.” The email includes a prominent “Shop Now” button or “Activate Now” link.
What it is: After someone makes a purchase or subscribes, trigger targeted follow-ups. Beyond a simple “thank you,” use this moment for upsells, cross-sells, or replenishment reminders based on their purchase history.
Why it’s lucrative: Post-purchase customers are highly engaged and trusting. Offering them relevant products or services feels natural, not pushy. For consumables, timely restock reminders encourage customers to continue buying from you. In fact, Experian found that transactional emails (such as order confirmations and receipts) receive 8 times more opens and clicks and generate 6 times more revenue than standard promotional emails. This shows how context-relevant messages drive engagement and conversions.
Example: Day 0 (Immediate): Send a “Thank you” email that confirms the order and suggests a complementary product (“Customers who bought this also chose…”).
Day 30–60 (Replenishment): If the purchased item typically runs out or expires after a month, trigger a “Time to restock” email. This could be a reminder to refill or an invitation to upgrade to a subscription plan for automatic delivery.
What it is: Send celebratory or reward emails when customers hit key milestones. These include anniversaries such as (one-year membership and birthdays), usage achievements (10th purchase, 100th login), loyalty point milestones, and more.
Why it’s lucrative: These triggers tap positive emotions. Recognising a customer’s achievement or loyalty builds goodwill and a sense of personal connection. Userpilot highlights that celebratory messages at milestones trigger positive reinforcement and “create a dopamine hit” for the user. In practice, customers feel appreciated and are more likely to continue engaging (for example, making another purchase or referring a friend).
Example: On the first anniversary of a user’s signup, automatically send a “Happy Anniversary” email. Thank them for their loyalty, include a summary of what they’ve achieved over the year (“You’ve used our service 150 days!”), and offer an exclusive reward, such as a discount, free add-on, or early access to new features.
What it is: When a subscriber or customer has been inactive – for example, not opening your emails, not logging in, or not making repeat purchases for a period- trigger a targeted re-engagement email. This can be a friendly “We miss you” message, a special offer, or a survey asking how you can improve.
Why it’s lucrative: Recapturing an inactive user is often more cost-effective than acquiring a new one. A well-crafted re-engagement email can remind dormant users of the reasons they initially signed up for the service, helping to revive their interest. Industry guidance suggests that a 2–4% click rate on re-engagement emails remains profitable, given the lifetime value of a retained customer. Moreover, re-engaging inactive users cleans up your list and improves overall deliverability.
Example: If a subscriber has not opened any emails or logged in for 30 days, send a “We miss you” email. This message might offer a small incentive (e.g., “Enjoy 15% off your next order”), highlight new features or content, and ask a quick question: “How can we improve?”
In today’s landscape, over 55% of emails are opened on mobile devices (Campaign Monitor ). Even the most sophisticated behaviour-triggered email is wasted if it’s not mobile-optimised. Here’s how to ensure your triggers shine on any screen:
Font & Size:
Use a clean, popular web font, such as Open Sans or Lato.
Set base font size to 16px for body text, and 20–22px for headings.
Paragraph Structure:
Keep paragraphs to 3–4 lines max.
Use bullet points and numbered lists for scannability.
Whitespace & Layout:
Incorporate generous padding and margins to prevent the content from feeling cramped.
Limit column layouts; a single-column design works best on narrow screens.
Buttons & CTAs:
Use large, tappable buttons (minimum 44×44px).
Ensure a high contrast between the button colour and the background.
Keep CTA text concise (e.g., “Shop Now,” “Claim Offer”).
Images & Visuals:
Compress images for speed.
Use responsive image tags or fluid-width images that scale with screen size.
Include concise alt-text for any crucial visuals.
By following these guidelines, each behaviour-based trigger you set up will maintain clarity and impact, regardless of how subscribers view their inbox.
Behaviour-based email triggers unlock a strategic advantage: they enable your marketing automation to respond to genuine user intent. By leveraging signals such as browsing behaviour, wishlist adds, purchase events, milestones, and inactivity, you send personalised, timely messages that drive higher opens, clicks, and conversions.
Browsing & Search Abandonment: Nudge visitors who showed interest but didn’t convert.
Back-in-Stock & Wishlist Alerts: Alert users waiting for specific items as soon as they become available.
Post-Purchase Upsell & Replenishment: Capture the attention of newly converted customers and drive repeat purchases.
Milestones & Loyalty Rewards: Celebrate customer achievements to forge deeper loyalty.
Inactivity & Re-Engagement: Rekindle relationships with dormant subscribers before they slip away.
By implementing these unconventional (but lucrative) triggers, you’ll move beyond cart abandonment and unlock new revenue streams.
