Automated triggered emails are an excellent way to build subscriber engagement. It no doubt increases email performance, but also conversation rates. Once it is set up, triggered email campaigns very efficiently and easily reach out individual customers and prospects throughout the sales cycle.

What are triggered emails?

Triggered email is an Integrated IT solution that enables a message to be sent automatically in response to a key action by a customer or prospect. For example, when the prospect signs up for an organization’s email newsletter, a welcome message is automatically sent to them. Thank you emails, order confirmation, birthday wishes and so on are some examples of triggered emails. As triggered emails are based on a customer’s action, they tend to outperform other types of email marketing messages.

Triggered marketing campaigns are also known as event based marketing and achieve real step change increase in response rate and consequently produce significant return on investments.

Customer events

Customer events are the interaction customers make with the organization or service related events which affect them. These events act as strong indicators of intentions, desires and needs. They generally fall into three categories

• Customer life events like birthdays, home move, a baby and change in marital status.

• Behavioural triggers like customer opening a new account, changes in purchasing patterns, browsing particular sections of a website and changes in account values. These can be indicators of purchase intentions and attrition of changes in customer lifecycle and value.

• Brand experience events like poor service which have a disproportionate impact on customer perception of the brand. Multiple negative events of this kind are precursors to brand switching.

The best indicators are often combinations of customer events over time than a single click on a website. These patterns can be successfully used to drive highly targeted personal and relevant communication and sales. In few cases poor service events can be converted to revenue generating opportunities as the customer is receptive to communication.

The major problem with triggered email marketing is the ability to act upon them operationally. With the help of web channels, personal emails and text based communications the cost of servicing and promoting to customers have changed fundamentally as it is a straight forward matter to automate personal actions.

Triggered email marketing proposition

When a company puts in place a marketing program that responds to customer’s actions, desires and actions in seconds while they are still on the website,pleases your customers. In case you specialize in services like online brokerage you can identify when customers are having a bad day on the stock market or having a good day and thereon perhaps time an optimal for an up sell promotion. This approach can be effective since it directly is relevant to customer’s circumstances at that moment in time. There are companies that engage in such programs that yield real step change improvements in customer response rates thanks to the highly scalable triggered email marketing that eliminate traditional barriers to flexible, real time direct marketing.

Conclusion

In case you have gaps in your email outreach to prospects and customers, a more robust triggered email program is the ultimate solution. There are various companies online that can help you use triggered emails to increase your email marketing successfully.