Digital: Get the Most Out of Your Email Marketing with Triggered Emails


Get the Most Out of Your Email Marketing with Triggered Emails

By Anesca March 2, 2016 • 5 minutes to read

The most important thing to any business is its customers. If a business doesn’t have any customers, it will cease to exist. But in having these customers, it’s just as important to establish how you talk to them and to keep them engaged. In a hugely competitive market, marketers have been challenged to find new ways of reaching out to their customers and ensuring that these comms stand out from the crowd…. cue lead generation!

Let’s take a step back, what exactly is lead generation? Lead generation is the process of grabbing the interest of consumers in the product or service of your business with the intention of turning them into leads and developing a sales pipeline. This will create more converted customers and ultimately an increase in sales and revenues for your business.

Email marketing is one of the most effective lead generation tools, according to Digital Marketing experts. Due to its success, the vast majority of brands all have some sort of email marketing in place. To create a successful email marketing campaign, it is imperative that your strategy stands out from the competition and that you keep up with all the latest trends and technologies, from design, through to development.

Where’s the evidence that Email Marketing is such a valuable tool?

  • 92% Of adult internet users maintain at least 1 email account.
  • 72% Of email users check their inboxes more than 6 times a day.
  • 83% Of consumers will most likely spend more money on their purchases if they’ve enjoyed the email communications they’ve received about about brands, products, or services.

The best part about email marketing is that it relatively inexpensive. It will generate a high ROI for quite a low initial spend.

So how do you create an email marketing campaign that will stand out against all the other emails in the already cluttered inbox of your valuable customer?

Well, you could trawl Google for days on end to find all the latest hints, tips and tricks which all claim to be most sure-fire way of making your campaign a success. But I find that there is only one technique that troops the rest, and that is triggered emails.

What exactly are triggered emails?

Triggered emails are emails sent automatically to customers in response to certain scenario’s such as: events, news, offers or information related to your intended recipient’s interests and actions. If done properly, it’s because you’ve learnt or the customer has told you, what they’re interested in. In marketing data is King!  It is essential to get as much information about each of your receivers as possible, that way you can ensure that your campaign delivers the right message, to the right person, at the right time - consumers buy more and more often when met with personalised retail experiences.  If you’re a developer, you’ll already know that flexible, open APIs, along with JavaScript and other web technologies, open the way for seamless, real-time data exchange – making your email marketing even more powerful.

Epsilon’s Q3 Email Trends & Benchmarks report found that open rates for triggered emails were 77% higher than BAU emails and that click rates were as much as 152% higher. triggered emails this year accounted for 30% of email revenue. “

The use of triggered emails generates more responses than using a generic email campaign that sends the same message to every receiver.

What content do I put in a triggered email?

A triggered email can be anything from;

  • A simple message suggesting future purchases based on a past transaction,
  • Reminders about an abandoned e-commerce shopping cart,
  • Extending rewards to loyal customers,
  • Welcome emails,
  • Birthday and anniversary emails,
  • To, highly personalised emails if you really want to get into the nitty gritty. If you know your database well, then you can send emails based on more complex recipient list segmentation clusters such as demographics, geography, brand affinity or product preferences.

Due to the nature of triggered emails, they are almost always automated and require minimal effort to maintain after initial development. Make sure you have also set up tracking analysis so you can monitor the success of your triggered emails too.

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