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Why and How You Should Be Using Triggered Email, Part 1

by Karen Talavera  |  
November 9, 2010

In this article, you'll learn...

  • How automated triggered email outperforms broadcast messaging
  • The three defining characteristics of trigger-based email
  • Four ways you should be using triggered email

When I teach email marketing, I always explain that there are two main "flavors" of commercial email messages: (1) broadcast email—a uniform message sent to everyone on the list, and (2) triggered email—a message triggered by an event, time, or an action sent to a specific person for a specific reason.

Although you can segment your list and version your broadcast campaigns to specified groups with different offers and creative for, say, men vs. women, the real power of personalization and relevance lies in trigger-based email.

Jupiter Research (see its "The ROI of E-mail Relevance") has found that behaviorally targeted trigger-email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email. (That response is even higher than that of tightly segmented broadcast campaigns.)

And if that's not enough reason to get on board, eMarketer recently reported that twice as many marketers are planning to use triggered remarketing campaigns in the next year than the number who do so now.

Event- or action-triggered automation makes it possible to send relevant emails to list members at exactly the optimum moment based on a specified time, date, event, or action. Marketers using triggered-email automation solutions are able to map out each element of a triggered campaign, including the following:

  • The event, action, or specified time (the "trigger") that initiates the sending of an email
  • Timed delays for scheduling and initiating message delivery
  • The subject line and content of the message
  • The person or group of persons who should receive it
  • The cadence of messages in a sequence, or "track"
  • The number of messages in a track

The three main characteristics of trigger-based email are as follows:

1. It's specific to a recurring need or objective. Triggered-email campaigns are ideal for communicating in response to regularly recurring actions, such as when a new member subscribes to your list, a shopper leaves an item in an online shopping cart, or a product warranty is about to expire.

In all three cases, you can develop a campaign ONCE to address the situation, and send the same message to a person when the trigger is tripped.

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Karen Talavera heads Synchronicity Marketing and writes about how to successfully use email, social, and content marketing on the Enlightened Emarketing blog. You can also follow Karen on Twitter (@SyncMarketing) and Facebook for daily tips and links to emerging email and social media marketing trends, facts, and research.

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