Triggered Email Communications

July 12, 2013 Neil Ingalls

Email marketing has been around since the rise of the internet. As email communications caught on, marketers began to build their own databases, purchase lists and design comprehensive marketing campaigns to capture contact information.  Why? Because email marketing is a successful, inexpensive way to reach potential customers.

At times, email challenges even the most experienced marketers. The proliferation of spam has made many users wary of opening emails that don’t pertain to them.  The CAN-SPAM Act of 2003 helped legitimate email marketers rise above the abusive spammers. The major email providers have worked to build more sophisticated systems to filter spam out of the main inboxes of their users. Google and Bing’s success in this process has grown their market share and retained users on their email platforms. The less spam, the happier the user, and happy users are loyal users. But this means that marketers need to work smarter in order to land in the inbox.

Not to mention that marketers quickly realized that sending blanket emails to an entire list was ineffective, and as consumers have become more digitally savvy, marketers have realized the importance of segmenting their data.

What does this all have to do with triggered email marketing?

Triggered Emails are more engaging, more relevant to the consumer, and can greatly increase your open rates. These increases provide a much better bang for your buck and better use of your marketing time. Instead of sending emails into that great void based off of an email address and a name, triggered email campaigns are specific and targeted to either a date or specific action of the consumer.

So how does one set up a successful triggered email campaign? Here are two very successful types of triggered emails:

Recurring Triggered Email: This trigger is determined by the consumer’s information, be it a date, or the last purchase. From sending a kind birthday card, or reminding a customer that it has been 6 months since their last order. This re-engages customers and shows a personal touch. It can also prevent you from sending too many emails within a short period of time to a prospect, turning them off to your services.

Behavior-Based Triggered Email: This triggered email is based on a customer’s purchases or preferences. Let’s say you are a sports store and someone buys a tackle box, it would be smart to send an email offer about the newest fishing rod in stock. Using customer information can be tricky, but maintaining a clean customer data base with easy opt in rules based on specific purchases will pay off in the long run.

Triggered emails can empower many types of businesses to make that personal connection and really engage with customers. A more personalized and engaging email is much more likely to be opened and read, spurning some on your list to buy. They also can compliment a triggered direct mail campaign to follow up on, or reinforce personalized offers that drive long-term brand engagement.

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