You’ve probably received triggered emails in your own email inbox, but maybe you’ve never thought about the impact they have on a company’s email marketing.
Some of the most commonly seen trigger emails, and the ones you’ve probably received, include purchase confirmation orders and shipping reminders. But triggered emails provide companies with so much more opportunity than just these two transactional touchpoints.
Triggered email campaigns help you interact and engage your customers at all levels of the purchasing journey with content that relates to their actions and behaviors. Meaning they help you reach your customers on a more personal and relevant level.
To further personalize the experience, you can mail merge your contact lists to segment your emails even deeper based on customer behaviors. Whether you’re welcoming customers to your subscriber list or attempting to re-engage and retain them — automatic email responses can help.
Setting emails to automatically trigger when a customer makes a purchase or browses a certain product multiple times will give you insight into what products and services they are looking for. Image courtesy of Pexels.
What is a triggered email?
Triggered emails are marketing emails that are initiated from a specific behavior, action, or preference. When a customer performs the designated action, an email is automatically generated to follow-up.
Here are a few examples of what triggered email campaigns can look like:
Welcome emails: sent to new subscribers to warm them up after they joined your email lists. Share coupons or details around the benefits of joining your list and make them feel welcomed.
Retention emails: you can identify inactive subscribers and create a re-engagement campaign to prevent them from churning. Retention emails are important because it’s much cheaper to retain a current customer than it is to attract new ones.
Remarketing emails: many shoppers add an item to their cart and then abandon it. With the help of triggered emails, you can send them a reminder and bring them back to their cart.
Transactional emails: this can be sending customers a receipt or confirmation after they made a purchase or providing them with shipping and delivery details.
Personal event emails: collect subscriber birthdates and send them a special coupon or discount to celebrate, or celebrate their anniversary of joining your list. Whatever the case may be, it makes the interaction much more personal.
Since these emails are activated based on something the customer did, you can expect to see improved metrics around these campaigns. That’s because you are reacting to something the customer just did and the follow-up emails will be relevant to them based on this action.
There are a number of benefits to using triggered emails. From reaching customers at specific lifecycle stages to sending them appointment reminders — they each have their own benefit. Image courtesy of Pixabay.
3 Benefits of Triggered Email Campaigns.
Beyond providing you with another touchpoint to interact with your customers, triggered emails are a great marketing tool for a number of reasons. From improving campaign metrics to boosting revenue — there’s a triggered email for everything.
Let’s take a look at three benefits companies can expect to gain by using triggered emails.
1. High Open and Click-Through Rates.
When compared to other email marketing tactics, such as newsletters and one-off promotional content, triggered emails boast impressive open and click-through rates.
This is because the content that is being served to them is related to something they just did. Meaning the follow-up email is relevant and most likely beneficial to them. For example, if a customer made a purchase and received a confirmation email, they are likely to open it and make sure their order is processed properly.
Relevancy is very important in email marketing and using triggered emails will help you provide information that is pertinent to your customers.
2. Provide More Relevant Content.
That’s a perfect segway into the second benefit we’ll look at in this article. Personalization and relevant content are extremely important in email marketing. In fact, 78% of consumers say personally relevant content will increase their likelihood to make a purchase.
You have a big opportunity to hit your customers with the right content, at the right time when it comes to triggered emails. Creating a triggered email based on a specific action or behavior will make your emails more relevant to what they need at that moment.
From there, you can continue to engage your customers at the level and learn more about your customer preferences along the way.
3. Increased Revenue.
As mentioned above, many customers are much more likely to make a purchase if the content they receive from a company is personally relevant. Thus, adding trigger emails can help improve your revenue numbers. In fact, they can generate 24x more revenue per send when compared to traditional batch-and-blast emails.
Here are a few different kinds of triggered emails that can directly increase your revenue numbers:
- Abandoned cart emails for products customers left in their shopping cart
- Back in stock emails to let customers know a product they previously looked at or saved is now back in stock
- Abandonment emails based on customers browsing the history
- Price drop notification emails to let customers know a product they previously viewed or liked is now on sale
Providing your customers with more relevant content will help keep them engaged and keep them looking forward to your emails. Image courtesy of Pexels.
Are triggered emails right for your strategy?
Triggered emails are a great way to provide your customers with a personalized experience based on their actions and behaviors. You have the ability to connect with your customers at the right time, with the right content – and with content, they want to be receiving from you.
With triggered emails, you now have the opportunity to add relevant touchpoints throughout the entire customer journey. So start improving the customer experience while increasing your revenue potential by implementing triggered emails from the welcome campaign through post-sale notifications.
If you haven’t already incorporated triggered emails into your strategy, now’s the time to dive in!