In working with several email vendors, I’ve always been surprised at the lack of pre-designed, effective triggered email campaigns within the accounts upon implementation. If you’re a platform reading this – you should have these campaigns ready to go in your system. If you’re an email marketer, you should be working to incorporate as many types of triggered emails you can to increase engagement, acquisition, retention and upsell opportunities.
What are Triggered Emails?
Triggered emails are emails that are initiated from a subscriber’s behavior, profile, or preferences. This differs from typical, bulk messaging campaigns that are executed at a pre-determined date or time by the brand.
Because triggered email campaigns are behaviorally targeted and timed when a subscriber is either expecting them, they achieve superior results when compared to business as usual (BAU) email campaigns like newsletters. There is no better channel that’s so widely accepted.
- Triggered email campaigns produce 197% larger open rates than typical campaigns Tweet This!
- Triggered email campaigns produce 203% larger click-to-open rates than typical campaigns Tweet This!
- Triggered email campaigns produce 406% larger click-through rates than typical campaigns Tweet This!
Yesmail has published The Ultimate Trigger Report, which provides input to these stats as well as best practices for triggered email campaigns that your marketing team should have implemented. The broad categories of triggered email campaigns fall under lifecycle, transactional, remarketing, and real-time triggers. More specifically, triggered email campaigns include:
- Welcome Email – This is the time to set the relationship, and provide guidance for the behavior you wish to establish.
- Onboarding Emails – Sometimes your subscribers need a push to help them set up their account or begin utilizing your platform or store.
- Early Activation – Subscribers who activated but haven’t immediately engaged can be enticed to do so with these emails.
- Reactivation Email – Re-engage subscribers who haven’t responded or clicked through within your purchase cycle.
- Remarketing Email – Abandoned shopping cart campaigns continue to drive the most conversions for email marketers, especially in the e-commerce space.
- Transactional Email – Service messages are great opportunities to educate your prospects and customers as well as provide them alternative engagement opportunities. Included are purchase confirmations, back orders, shipping confirmations and returns or refund email triggers.
- Account Email – Notifications to consumers of changes to their account, like password updates, changes to email, profile changes, etc.
- Personal Event Email – Birthday, anniversary, and other personal milestones that can provide special offers or engagement.
- Milestone Email – Congratulations messages for subscribers that have reached a specific milestone with your brand.
- Real-time Triggers – Weather, location, and event-based triggers to engage deeper with your prospects or customers.
The study affirms marketers would benefit from implementing broader and more blended campaigns that draw on a combination of triggers to better engage and convert customers. Marketers may find themselves reevaluating their trigger campaign strategies during the back-to-school shopping season and ahead of the holiday shopping season.
© 2015 DK New Media.