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Why and How You Should Be Using Triggered Email, Part 2

by Karen Talavera  |  
November 30, 2010

In this article, you'll learn...

  • The two most underused types of triggered email and how they can increase revenue
  • The high value—for marketers and recipients—of welcome emails
  • Tips for improving onboarding and remarketing trigger campaigns

If you're just tuning in to this series, Part 1 explored the difference between broadcast and triggered email, explained the role of trigger-based email, and defined the fundamental characteristics that make triggered email so powerful.

Part 2 will look at the first two of four triggered-email campaigns that no email-marketing program should be without.

Welcome and Onboarding: Are You Saying Hello?

I like to think that email is, in the eyes of the recipient, first and foremost a conversation marketing channel. If we view it as talking with our audience vs. talking at them, it works a whole lot better. And you wouldn't begin a conversation without a hello or a new customer relationship without a warm welcome, would you? (Let's hope not.)

Automated welcome emails are one of the most underused yet easy and powerful types of triggered-email messages available. Recent research sheds considerable light on just how powerful they are.

According to a report released by Experian Marketing Services, welcome emails have transaction rates that are nine times higher than those of bulk mailings.

Experian published "The Welcome E-mail Report: Benchmark Data and Analysis for Engaging New Subscribers through E-mail Marketing" after a year of research, from May 2009 to April 2010, on 65 of its clients.

Although common sense would lead most email marketers to believe the following two findings, the Experian study confirms them:

  1. Welcome emails with an offer generated more revenue than those without an offer.
  2. Real-time welcomes generated eight times more revenue than bulk welcomes (those batched and sent weekly). On average, welcome emails that contained an offer and were sent out as soon as the subscription began generated $6.89 per email. Bulk welcomes generated only $0.78 per email.

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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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