What Types of Triggered Emails Can Be Optimized to Engage a Customer?

Trigger-based email communications are growing more popular as marketers come to discover that they help with targeting and maintaining relevancy.  So what exactly does it mean?  Triggered simply means that you send email to subscribers based on certain preferences or behavior.  The message itself is crafted in response to something the subscribers does or says.  It can also be based on information that pertains to that individual.  The tricky part is that implementing such a strategy can be harder than it sounds.  To help maximize the impact, we have listed a few types of triggered emails that are effective for engaging your audience.   

When it comes to email marketing, making a good first impression is crucial to the success of your campaign.  It doesn’t matter how strong your products or services are, a bad impression will negate that strength.  The moment you get your subscribers’ contact information is the first critical point of engagement.  It could very well be the most significant point in the entire relationship.  To maintain this level of engagement, send your new subscribers a well timed, professional welcome message that snags their attention and leaves them wanting more. 

Attracting new customers on a consistent basis can get very costly depending on your marketing methods.  The ideal solution to this problem is to keep your existing customers happy so they continue to do business with you. You can better assure that this happens by implementing a win-back program that provides a great value to your customers.  Send messages to customers letting them know you’ve noticed they haven’t spent any money with you in the last six months.  Send personalized email that includes an exclusive for their birthday or anniversary.  The more rewarding your win-back program, the more likely your customers will be to stick around.

A shopping cart is a powerful tool for email marketers and anyone who wants to sell something online.  While they make it easy for people to buy items from you, sales are never guaranteed.  Shopping cart abandonment is one of the biggest problems facing internet merchants today, and for this reason, implementing a program that addresses this issue only makes sense.  This program should consist of timely delivered, triggered emails to the visitor who abandoned the cart, provide easy access to the process where they left off, and offer a discount or some kind of incentive for returning to your store.  Shopping cart abandonment does happen, but as long as you follow up in a timely fashion, you will have the opportunity to save vital sales. 

Email marketers are increasingly adopting trigger-based strategies that address areas such as welcome messages, continuous engagement and shopping cart abandonment.  For beginners, the best advice is to start small and work your way up to more complex programs.  You can begin by simply identifying something that is easy to trigger and craft your email communications accordingly.  Over time, you will get the hang of it and have yourself a response-triggering email campaign that delivers results.