Setting up email triggers are not for the faint of heart. It requires technical expertise and the digital tools to make the trigger fire. But this is by far the most effective way to connect with users for the first time and turn them into engaged, repeat readers. The basic premise of triggers is sending emails based on the actions of visitors to your website, not a decision made by the sender. This could be as simple as sending a welcome email when someone signs up, or prompting them to finish registration if they enter an email but don’t complete the process. It could also be sending a user an email based on their engagement with content.