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As customers of retailers, we have all seen triggered messages based on a response to an action we have taken, for example welcome emails on subscribing, onboarding emails after purchasing, and shipping reminders. More generally, they can be used by all types of businesses to welcome and engage prospects and customers where they're known as behavioural emails and are one of the key functions of Marketing Automation.
As marketers, we know they can be extremely effective, but research shows, fewer than half of business are using them. This post explains:
In a follow-up post, I explain the technical options to send behavioural emails for retailers.
Econsultancy reports that triggered email open rates are four times higher than newsletters. And the Direct Marketing Association reported 125% higher click-through rates. Our own data on sales uplift presented below shows a 12% increase in revenue.
The reason for their effectiveness is simple. It's an example of how marketing works better when the audience is engaged – as all those marketer who link their brand with topical events know well.
Real-time triggered emails get good results because they respond to subscriber actions and are relevant to them, so they benefit from current high engagement. Whereas routine marketing emails can be more like interruptions and are sometimes rejected as irrelevant.
Engagement is highest when emailing a confirmation of an expensive product a subscriber just bought, or a reminder about their holiday flight tomorrow.
Real-time abandonment recovery emails are the “silver bullet” for retailers using event-triggered messages. Our real-time marketing reports show 12% sales uplift from combined cart/form and browse abandonment emails emails). The charts below show the regular benchmarks Triggered Messaging Limited of sales uplift from triggered messaging and cart abandonment rates.
There are many flavours of triggered emails, to deepen engagement with your brand, improve customer experience, and deliver upsell opportunities
You can also include triggered messages within your traditional bulk email as dynamic content. These are personalized for the current subscriber, formatted in the cloud at open time, and included in the email as dynamic images. They work by (a) allowing personalization that is difficult for ESPs, such as leveraging product details and behavioral history from an eCommerce system and (b) adding real-time formatting so that you don't waste space or attention by promoting products that are out of stock or a sale that's over. Something better can be displayed instead.
You can see we're being advocates of triggered messaging, but they're not always suitable. I would advise against investing in sending triggered messages in the following cases:
So, these are the benefits and results you can expect from triggered messaging! In my next post I will look at the various methods of implementing triggered messaging for your business. There are 3 main options depending on your budget, your ESP and what you want to achieve. It's important to choose the option that's right for you. To understand the technical options see this post on the options to send behavioural emails for retailers.
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