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Get Personal With Trigger Based Email Campaigns

Posted on the 01 August 2013 by Marketingtango @marketingtango
trigger based email campaigns

When a customer signs up for your email list, do you send a welcome message in response?

How about when someone makes a purchase, or registers a product? Do you reply with a suggestion for a related item or incentive? If not, you may be missing out on sales conversion opportunities.

These are all examples of trigger-based emails.

Integrating such relevant, personalized, real-time marketing messages into your campaign can lead to greater ROI. Trigger-based emails are so effective because they’re initiated in response to a customer’s specific action, such as subscribing, purchasing, downloading, or just asking a question.

Triggered emails arrive in your customers’ In Box exactly when they’re most receptive to your message—when they’re already thinking of you.

Here are some of the most popular types of trigger-based email campaigns:

Welcome When your customer subscribes or registers, that can trigger a series of welcome messages that confirm the subscription and introduce your company. Your welcome messages should serve to whet the person’s appetite for more, without wearing out the welcome too soon!

Transactional These messages can be initiated whenever customers make a purchase, update their profile, opt-in to a newsletter, or others. Transactional emails present opportunities to cross-sell or up-sell, according to your customers’ preferences and purchase habits.

Recurring — Send recommendations along with reminders triggered by dates in your subscribers’ profiles, or according to calendar holidays. Think birthdays, anniversaries, seasonal promotions, and the like. Just be careful not to overdo it and get spammy.

Abandoned Shopping Cart — Send your customer a message with a link to their shopping cart page and an incentive to complete the purchase (rather than going to your competitor).

Win-Back — If customers haven’t visited or made a purchase over a certain amount of time, let them know they’re missed! Send a win-back message with an incentive to return and re-engage or make another purchase.

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