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Triggered messaging is a rapidly growing part of marketing with extremely good ROI. It's about delivering business messages that are personalized and near-real time, resulting in very good engagement. All email marketers should be doing this if they're not already!
My previous post in this series explained when triggered messages were effective, for example for cart abandonment and onboarding sequences. This follow-up is a brief summary of the three main implementation strategies for triggered emails, using:
Many Ecommerce systems can send a few types of triggered messages, for example 'purchase complete' and 'cart abandonment, either natively or using third-party plug-ins. (There are lots of these, for example Abandon Carts Alert Pro for Magento and EDD Abandon Cart for WordPress/EDD).
This is the most basic of the three alternatives. You typically:
The upsides are:
There are three main downsides:
Your ESP is able to send triggered emails, once you provide real-time data, and a Web Analytics system supplements the activity data from your Ecommerce system.
This is a traditional approach to sending triggered messages and keeps everything in one place.
The upsides are:
There are several downsides:
Risk of sending after purchase, because of stale data. Big-name ESP-based solutions may run hourly or even daily, leading to support calls when slow buyers are incorrectly sent cart abandonment emails
There are several Real-Time Marketing/Triggered messaging systems available. These connect with your ESP and Ecommerce system, sending any type of triggered email.
Setup is straightforward. You:
The upsides include:
There are two main downsides:
Summary on ESP
Which method you choose depends on various factors, including the size of your website, your ESP and what you’re trying to achieve with your marketing.
In general, very small online stores should look towards the built-in capabilities of their Ecommerce platform. If your website is a bit larger, you should be looking to get more marketing capabilities in order to maximize your revenue. To do this, you’ll either need to build some custom integration with an ESP with strong functionality or look towards a specialist RTMS.
You may also need a combination of methods – for example, order confirmations, password resets and sales receipts may be sent out by default by your Ecommerce system. They’ll typically be basic emails with little in the way of branding or marketing capabilities.
It may be possible to route them through your ESP so as to make the branding match and to start including other offers. Then you may be able to include upsell/recommendations using an RTMS which dynamically formats appropriate upsell offers based on the products ordered.
Finally, here’s a quick reference to the pros and cons of the different ways of implementing triggered messages for your website.
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