Strike when the iron is hot and get more ROI from your email campaigns.
Event-triggered emails are exactly what they sound like – automated emails that are triggered based on specific events, such as an action taken (or not) by a website visitor or a meaningful change in a customer’s behavior or profile.
Trigger emails are a great addition to any marketer’s toolkit because they allow marketers to automatically send messages that are timely, personalized, and relevant to where the person is right now. By responding swiftly and meaningfully, you can catch someone at the time they’re still actively thinking about the product or topic that triggered their action … and your email.
Examples of trigger email campaigns include:
- Confirmation Messages – welcome emails to new subscribers, thank you notes for making a purchase or taking a survey
- Event Campaigns – a series of triggers that go out before and after an event or webinar; reduces non-attendance and increase opportunities for continued conversations
- Shopping Cart Abandonment – alerts to a visitors who’ve left items in their shopping cart
- Personal Messages – birthdays, anniversaries, holidays
Benefits of trigger email
There are several advantages to adding trigger email campaigns to your marketing mix. Here are four of the biggies:
- Increases customer loyalty. Trigger emails are fundamentally a part of great customer service, a demonstration that customers come first and that your company is paying attention – and responding – to their needs and interests.
“Trigger-based email marketing campaigns can generate 4x more revenue and 18x greater profits.”
“Trigger-based email campaigns can be responsible for 20% or more of email marketing revenue.”
–Direct Marketing Association
- Increases brand relevance. Responding swiftly and relevantly to actions and/or profile changes has the additional effect of boosting the relevance of your brand. Why? Because you’re delivering messages that are tailored to a person’s immediate needs and interests. Even if they don’t convert yet, you’ve scored brand-affinity points that will pay off in the future.
- Increases operational efficiency. Saving time is a key benefit of marketing automation, and trigger email campaigns make excellent use of this benefit. Set up your trigger campaigns, turn them on, and let them work for you while you spend your time focused on other things like strategy and campaign performance.
- Increases revenue. From top to bottom of the funnel, as well as post-purchase and more, trigger email campaigns offer endless opportunities to engage with prospects and customers at the precise time when they’re thinking about your brand.
Best practices in trigger email campaigns
When people download content from your website
- Send a Thank You trigger that invites them to ask questions, and provide an email link for that
- If they click a specific link in that content, send a trigger related to that
Target prospects who aren’t moving through the funnel.
Send a trigger email with a special offer to see if you can get them re-engaged.
Target existing customers:
People who have already bought from you are your very best leads for an upsell.
- When a customer purchases, send a confirmation trigger email thanking them
- Shipment of a physical product is good for a trigger email letting them know when to expect their purchase, perhaps including a tracking number
- If you know customers tend to buy related products, send a trigger email about one that’s often purchased
Once you set the rules, Act-On takes care of it all for you, executing automatically and keeping track.