You seem to be leaving the cart!
Here’s the product information for a better shopping!
Please Come Back!
the poor Internet you see! I am back on your shop
Now that’s one kind of a triggered email – Company sends this to contacts, leads, or customers to
help facilitate or follow-up on some kind of action the user has taken on their website.
7 reasons for using Triggered Email campaigns
- 1According to Epsilon, Triggered Emails have a click-through rate 152% higher than traditional emails.
- 2Triggered Emails have capabilities to add dynamic offers and messages within the content.
They help in lead nurturing, leading to easy conversion. - 3Auto responders have 4 times more open rate (almost 73% higher) than generic emails.
- 4Automated workflows save time, provides real time data and reduce stress. They make emails more contextual, relevant and personalized.
- 5In Q2, 2013, triggered messages accounted for 3.5% of total email volume, 30.6% increase over 2012.
- 6Commercial email, which is under the lens of CAN-SPAM act, if blended with Triggered Emails becomes more legitimate and surpasses the prohibition. As a best practice, such promotional content should not exceed 25% including graphics, calls to action etc.
- 7With transactional Emails, you can achieve high deliverability and scalability. It also gives an additional opportunity to engage users with more information, cross selling and up selling.
Potential Pitfalls and Challenges
- Implementing the Automation is one-time but costly exercise
- Updating existing systems to work with newer technology
- Creating the right rules and programs for each events separately
- Identifying the events on which triggered campaign has to be set
- Analyzing and capturing the subscriber attributes and behavioural data
- Managing and syncing the data from multiple sources
7 Types of Automated Workflows
-
Welcome or Introduction Email:
Welcome or introduction triggers basically welcomes the subscriber or buyer depending
upon the action or transaction. It can be an Event Registration, Website Visit, Software Download,
Form Filling, Email Subscription Activation or after an Order Completion.
-
Cross Sell/Up Sell Emails:
Cross-selling or Up-selling triggers offer a related item or service at the same price or lesser
depending on the kind of sell. Follow up emails stir up & revitalize the consumer’s decision
making thought process leading to a repeat purchase.
-
Lead Nurturing Emails:
Typical lead nurturing emails are triggered when a prospect submits a form, puts items in
an online shopping cart or expresses interest in your products by any other means.
Main objective is to nurture or educate the lead till the final closure.
-
Customer Satisfaction Emails:
Customer satisfaction emails are follow up emails that normally follows within a few days of
business deal (that may be buying of a product or service, online or otherwise).
-
Cart Abandonment Emails:
Cart abandonment email is an auto responder that invites people to join back the abandoned
cart and finish the purchase.
-
Re-Engagement Emails:
Every business has inactive leads and such an automated workflow re-engage with them through
offers, wishes and more.
-
Up-coming Purchase Emails:
In case if you have contacts who buy at a regular point of time and skip the purchasing
cycle at times, schedule an email for them. Remind them in advance for the
upcoming purchase.
Which sectors are the top 3 performers?
-
Financial Services and Banks
sent 9.5% triggered emails,
out of the total email volume. -
Consumer Products lead the
race sending 6.1% triggered emails,
out of the total email volume. -
General Consumer Services
sent 4% triggered emails,
out of the total email volume.
How is developing triggered email different ?
Normal Email
A marketing email with dynamic content is typically a static HTML email with simple tags for recipient-specific information that get merged with customer lists. These emails are then sent in bulk by an Email Service Provider (ESP).
Triggered Email
A triggered email, on the other hand, is HTML generated by combining a custom template with user data around a specific event, and then sent directly through backend system or using an ESP via API integration.
Things to Look For When Selecting a
Triggered Email Service Provider
Triggered Email Service Provider
- Delivery tracking
- Full reporting and statistics
- Marketing control with IT integration
- Dynamic content personalization
- Integration with your opt-in email sending tool
- Ability to send text and/or HTML transactional emails
Future of Triggered Emails
- Transactional emails will be fine tuned with improved customer experience especially for on-the-go transactions.
- Triggered emails will grow with the growth of web applications and enhanced mobile functionalities.
- Mobile commerce is growing and with that transactional emails are growing too. Marketers will adapt to cloud based email systems to handle deliverability, deployment and security.
- The State of Retailing Online 2013: Key Metrics and Initiatives (Forrester), 54% of customers are abandoning their carts. Yet only 19% of the top 1000 retailers have abandoned cart programs in place and thus the future of behaviour based auto responders is really bright and wide.
- A large part of triggered campaigns will centre around post-purchase support and follow up emails.
- Event driven drip programs will be booming during holiday seasons.
- More marketers will use behaviour driven emails which will automatically re-engage those who didn't open or click in the previous campaign.
- Retailers will send automated follow up emails to website visitors, based on their browsing behaviour. For Eg. When a visitor browse pages or products, completes form fields etc.