{"id":29218,"date":"2022-07-16T15:05:00","date_gmt":"2022-07-16T09:35:00","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=29218"},"modified":"2023-03-13T16:31:46","modified_gmt":"2023-03-13T11:01:46","slug":"3-strategies-to-leverage-triggered-emails-with-sfmc","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/3-strategies-to-leverage-triggered-emails-with-sfmc\/","title":{"rendered":"3 Strategies to Leverage Triggered Emails this Holiday Season with Salesforce Marketing Cloud"},"content":{"rendered":"\n<p>[This post was originally published on 24th Nov 2021. It has been updated on 16th July 2022.]<\/p>\n\n\n\n<p>In 2021, push holiday sales reached an <a href=\"https:\/\/www.cnbc.com\/2021\/10\/27\/holiday-sales-2021-to-rise-by-8point5percent-to-10point5percent-national-retail-federation-says.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">all-time high<\/a> of $859 billion. A huge proportion will come from online and other non-store sales, which in turn will be influenced by brands\u2019 email marketing efforts. Segmented emails are the <a href=\"https:\/\/cedcommerce.com\/blog\/email-marketing-guide-for-the-holiday-season-2021\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">#1 channel<\/a> for holiday marketing for eCommerce brands because, with responsive, mobile-ready emails, you can easily offer flash sales, personalized discounts, and special offers to increase sales, cross-sells and upsells during the holidays.<\/p>\n\n\n\n<p>So if you want to tap into the immense sales potential of the holiday season, look no further than email. If you already have a <a href=\"https:\/\/email.uplers.com\/blog\/holiday-email-templates-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">holiday email marketing strategy<\/a>,&nbsp; you\u2019re already well ahead of many of your competitors! However, there might be one email type that you might <em>not<\/em> have considered in your holiday email marketing strategy \u2013 <em>triggered emails<\/em>.<\/p>\n\n\n\n<p>Here are 3 ways to make the most of triggered emails in Salesforce Marketing Cloud (SFMC) this holiday season and beyond.<\/p>\n\n\n\n<p><strong>What are Triggered Email and Why Does My Brand Need Them?<\/strong><\/p>\n\n\n\n<p>Simply put, triggered emails follow the customer. So every time, someone:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Signs up for your newsletter<\/li><li>Buys a product from your eCommerce store<\/li><li>Registers for an event or webinar<\/li><li>Abandons a cart<\/li><li>Updates their account<\/li><li>Achieves a specific milestone with your brand,<\/li><\/ul>\n\n\n\n<p>you can send them a triggered email that acknowledges their action and provides further guidance to lead them down the purchase funnel.<\/p>\n\n\n\n<p>Retailers <a href=\"https:\/\/movableink.com\/blog\/10-types-of-triggered-email-marketing-campaigns-and-how-to-use-them\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">report<\/a> that with triggered emails, they achieve:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Click-through rates of 56%<\/li><li>Open rates of 50%<\/li><li>On-site conversions and purchase completions of 44%<\/li><\/ul>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-19773 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS.png\" class=\"attachment-full size-full\" alt=\"Hire a team of SFMC experts to help with your email campaign management\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS.png 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS-300x75.png 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS-768x192.png 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS-624x156.png 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>With triggered emails, you have a powerful channel to:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Increase the retention of and engagement with existing customers<\/li><li>Improve the acquisition of new customers<\/li><li>Garner more opportunities for cross-sells and upsells<\/li><\/ul>\n\n\n\n<p>These facts, along with the holiday sales figures mentioned at the start, provide a powerful impetus to set up <a href=\"https:\/\/email.uplers.com\/infographics\/triggered-email\/\" target=\"_blank\" rel=\"noreferrer noopener\">triggered emails <\/a>for your holiday email marketing program. And SFMC makes this very easy. Check out this guide on<a href=\"https:\/\/email.uplers.com\/blog\/guide-to-create-behavioral-triggers-in-salesforce-marketing-cloud\/\" target=\"_blank\" rel=\"noreferrer noopener\"> how to set up behavioral triggers in SFMC. <\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Set up Abandoned Cart Emails<\/strong><\/h3>\n\n\n\n<p>According to <a href=\"https:\/\/brandcdn.exacttarget.com\/sites\/exacttarget\/files\/deliverables\/etmc-predictiveintelligencebenchmarkreport.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Salesforce<\/a>, abandoned cart emails generate the highest average revenue per click at $36.02, so these emails should definitely be a part of your holiday email marketing strategy.<\/p>\n\n\n\n<p>Leverage SFMC to email cart abandoning customers to remind them to complete their purchase. Add an incentive to every email to tempt them to click on \u2018Pay Now\u2019. Also, set up and send abandoned cart emails with different kinds of messaging, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Still thinking about it?<\/li><li>Need more time to decide?<\/li><li>Here\u2019s what you\u2019re missing<\/li><li>We miss you. Come back!<\/li><\/ul>\n\n\n\n<p>You can also send different kinds of emails such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>An email with products an individual added to their cart but left before completing the purchase \u2013 ideally with discounts or special offers to entice them to finish the sale<\/li><li>Abandonment surveys<\/li><li>Limited-time offers, promo codes, and discounts to create a sense of urgency<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/RD4uaOtIivwiv14wc3TXL1-wrCHp6ePlwHxf3DfB4Pgca-8HOAZNeYMFYTL1LYKhROee0OEx1CCH4os4tz6tEX8Wd7Zb3dA65cuS6CESpIKI2-FELkiUs0wQCsRzGOzZs3DAWZFLoIyokm7mh1E\" alt=\"Limited time offer - email example\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/get-your-paws-on-black-friday-savings-from-petplan\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p><em>Petplan\u2019s Black Friday email encourages shoppers to start shopping early for Cyber Monday with attractive discounts and gift cards.<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>An email with recommended products similar to ones they have purchased during previous holiday seasons (great for cross-sells and upsells)<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/UKfj4T9xcVmcWvR9tgpy6MCh1Jo2NGJ0cZ2l1CGTXsLIJ14hwHf6WttC3boYp8XDkbMKaU6hXYaOpzQQZArNfxMxkixH6-yMmYzL52KqLyiQJjIuF01hVwkgvAu7fdGadOkOKONrtHuSEiMcTJw\" alt=\"Email example for cross-selling\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/two-words-festive-special\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p><em>Swiss Chalet\u2019s Christmas-themed email includes enticing offers to get shoppers to spend more during the festive season.<\/em><\/p>\n\n\n\n<p>Follow these practices for holiday-themed abandoned cart emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Set up emails for visitors who abandon guest checkout with personalized exit pop-ups and special offers<\/li><li>Include pricing information with the abandoned items to encourage opens and clicks<\/li><li>Add a&nbsp; \u2018Rebuild Cart\u2019 cart button to take shoppers directly back to their cart and encourage them to finish the checkout<\/li><li>Offer online and offline customer support<\/li><li>Set up browse abandonment campaigns to capture shoppers who exit before the checkout page<\/li><li>Add textual references to get them in a holiday shopping mood<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Leverage SFMC Templates to Streamline the Holiday Triggered Email Schedule<\/strong><\/h3>\n\n\n\n<p>Always create campaigns with the subscriber in mind. To this end, make sure that every holiday email \u2013 <em>especially every triggered email<\/em> \u2013 you send:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Is personalized for every subscriber (see next section)<\/li><li>Contains meaningful content<\/li><li>Includes attractive creatives that set the stage for holiday shopping<\/li><li>Includes clear benefits and calls to action (CTA)<\/li><li>Is optimized for mobile opens<\/li><\/ul>\n\n\n\n<p>SFMC Email Studio and Content Builder provide many reusable content blocks and customizable templates so that you can create triggered holiday campaigns quickly. Modify these templates with high-quality copy, holiday-themed creatives, personalized subject lines, greetings, offers, delivery times, etc., to send holiday emails that impress, delight, and convert.<\/p>\n\n\n\n<p>Also, determine your holiday campaign schedule early, and set up triggered automations in SFMC. Pick templates, create all triggered emails ahead of time, and schedule any required updates to content or creatives before email sends. You can also generate multiple versions of the same triggered holiday email containing personalized or dynamic content for different segments or individuals.<\/p>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-20441 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png\" class=\"attachment-full size-full\" alt=\"Our SFMC developers can design flawless email templates\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-300x75.png 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-768x192.png 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-624x156.png 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Some triggered emails you can create for the upcoming holiday season:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Welcome<\/li><li>Onboarding<\/li><li>Transactional: purchase confirmation, shipping notification, returns processing, refund processing, etc.<\/li><li>Account notification<\/li><li>Milestone<\/li><li>Real-time triggers based on event, location, or weather<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Remember SPCA: Segmentation, Personalization, Call to Action, and A\/B Testing<\/strong><\/h3>\n\n\n\n<p>Before setting up triggered emails in SFMC, you need to tell SFMC who to set these emails to. Here\u2019s where segmentation comes in. Start by understanding your audience:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Who are the people who shop with you during the holiday season?<\/li><li>What do they buy?<\/li><li>What are their key demographics: age, profession, location, etc.?<\/li><\/ul>\n\n\n\n<p>If you have used SFMC in the past, you already have a lot of data in SFMC Email Studio. Use this data to create and modify your segments, ensure that you reach every potential customer, and send them the right triggered emails at the right time.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/Ky1oJeBE_zq9BxbAOXPT2A1d40a_0BhWz77xyi_iDiDMUIrXPzMSvTTn2IfHRPOuqiz9U8MgpyK1x148XWTOVqjuNIi27q18PAA_9SJrm-QtSn0H51JhrXfoX7puMIykwELHkAH_Qp9Op_egbsA\" alt=\"Triggered email example\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/a-little-gift-from-airbnb\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p><em>A simple promotional email with a holiday discount based on the recipient\u2019s past booking.<\/em><\/p>\n\n\n\n<p>Next, always personalize every triggered email. Subscribers expect immediate triggered emails in response to an action that they have taken. But now, they also expect such emails to be personalized. With SFMC, you can personalize all these aspects of triggered holiday emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Greeting<\/li><li>Subject line<\/li><li>Creatives<\/li><li>Content<\/li><li>CTA<\/li><\/ul>\n\n\n\n<p>Some best practices to get your personalization and segmentation right for triggered holiday emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Build customer personas as per your understanding of the target audience<\/li><li>Optimize content for customer-centric keywords<\/li><li>Craft compelling subject lines and banner headlines<\/li><li>Create interesting, relevant and original content and creatives that reflect the joy and excitement of the holiday season<\/li><\/ul>\n\n\n\n<p>Next, ensure that your Call to Action stands out with contrasting colors, white space, and simple fonts. Be specific so the subscriber knows exactly what they need to do and what they can expect to get by clicking on the CTA link or button.<\/p>\n\n\n\n<p>Finally, A\/B test every triggered email for the holiday season. Many marketers skip this step because these emails are set up for a temporary period. In fact, this is <em>exactly<\/em> why you should test every email before final sends! If a subscriber receives an incorrect, irrelevant, or generic triggered email during the holidays, they will remember it for a long time. This will affect your sales \u2013 not only during the holiday season but also beyond it. A\/B testing can help you improve open and click-through rates and increase your chances of holiday email success.<\/p>\n\n\n\n<p>Some A\/B testing tips to keep in mind:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Start by identifying the goal of every campaign<\/li><li>Test a sample that\u2019s large enough to provide statistically trustworthy results<\/li><li>Test early and as often as possible<\/li><li>Test only one variable at a time. To test more than one variable, do multivariate testing<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Wrap Up<\/strong><\/h2>\n\n\n\n<p>Triggered emails for the holiday season are easy to set up in Salesforce Marketing Cloud. Take advantage of these 3 strategies to set up triggered emails for your brand this coming holiday season. If you need more help in executing your triggered holiday email campaigns in SFMC, contact the experienced team at <a href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-exacttarget-email-templates\/\" target=\"_blank\" rel=\"noreferrer noopener\">Email Uplers<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>3 proven ways to get the most bang for your buck from triggered emails during the holiday season.<\/p>\n","protected":false},"author":42,"featured_media":29320,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1158],"tags":[],"class_list":["post-29218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salesforce-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Strategies to Leverage Triggered Emails this Holiday Season with SFMC<\/title>\n<meta name=\"description\" content=\"Triggered emails for the holiday season are easy to set up in SFMC. 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Read more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/email.uplers.com\/blog\/3-strategies-to-leverage-triggered-emails-with-sfmc\/\" \/>\n<meta property=\"og:site_name\" content=\"Email Uplers\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/email.uplers\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-16T09:35:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-13T11:01:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/11\/image_2021_11_24T06_12_47_484Z-540x282.png\" \/>\n\t<meta property=\"og:image:width\" content=\"540\" \/>\n\t<meta property=\"og:image:height\" content=\"282\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Chintan Doshi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@email_uplers\" \/>\n<meta name=\"twitter:site\" content=\"@email_uplers\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Chintan Doshi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/email.uplers.com\/blog\/3-strategies-to-leverage-triggered-emails-with-sfmc\/\",\"url\":\"https:\/\/email.uplers.com\/blog\/3-strategies-to-leverage-triggered-emails-with-sfmc\/\",\"name\":\"3 Strategies to Leverage Triggered Emails this Holiday Season with SFMC\",\"isPartOf\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/3-strategies-to-leverage-triggered-emails-with-sfmc\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/3-strategies-to-leverage-triggered-emails-with-sfmc\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/11\/image_2021_11_24T06_12_47_484Z.png\",\"author\":{\"@id\":\"https:\/\/email.uplers.com\/blog\/#\/schema\/person\/81d2df4983baf495159753841ca762a7\"},\"description\":\"Triggered emails for the holiday season are easy to set up in SFMC. 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