DMA: Data and Marketing Association
Consumer Help

Not Every Triggered Email, Is a Good Triggered Email


Email marketers are pressured today to do more with their email programs and the data that feeds them. Messaging to micro moments and being contextually relevant are topics of conversation that keep some marketers up at night. Leveraging Triggered messaging is often the solution to achieving this relevance. But just because you can trigger and email, doesn't mean you should. Ryan Phelan and Kara Trivunovic will take you through the good, the bad and the ugly of triggered email messaging, providing you with recommendations and guidance on how best to apply triggers to solving your relevance needs.

What You'll Learn

  • How to evaluate triggers and their value to your program
  • How to prioritize what marketing automation emails you should implement
  • Most common triggered email mistakes
  • New triggers to consider



Kara Trivunovic

Vice President & General Manager, Digital Solutions

As an email marketing veteran dating back to 1999, Kara has been actively involved in programmatic email development, execution, and strategy in a variety of senior positions on the client, agency, and provider side. Kara was founder and principal of The Email Advisor, a respected email marketing consultancy focusing on email strategy and channel optimization that was subsequently acquired by an enterprise email service provider in 2009. Over the course of her career she has had the opportunity to work with a variety of brands and global organizations structuring a variety of custom email education programs, conceptualizing and implementing new and innovative email programs, optimizing contact strategies, and developing staffing and budget plans. Kara currently serves as the VP, General Manager, Digital at Epsilon.


Ryan Phelan

Vice President, Marketing Insights

Ryan Phelan brings over 15 years of online marketing experience to Adestra as the Vice President, Marketing Insights. Ryan’s past client involvement is lengthy with major contributions at AT&T, Global HP, Sam’s Club, Sony, GM, Omni Hotels, CenturyLink and CapitalOne among others. Prior to his time at Adestra, Ryan contributed at a executive level at Acxiom, BlueHornet, Responsys, Sears/Kmart and infoUSA. Ryan is a nationally recognized thought leader, writer and distinguished speaker on subjects relating to using complex data practices to drive effective strategies in CRM, email marketing, social and mobile. Ryan was recognized as one of the top 30 digital strategists in 2013 and was a keynote speaker at the 2012 & 2014 Email Evolution Conference. He is heavily involved in industry organizations as a member of the Board of Directors for the ESPC and Chairman Emeritus of the Email Experience Council (email arm of the Direct Marketing Association).

Brought to you by:

  • eec-small

    Make sure to follow along on at #eec and #DMAWebinar

Interested in learning more on email marketing?
Email Training Courses

Login To Your Account