If you are like me, you wear more than just one hat. In addition to email marketing, you may also manage PPC, SEO, online advertising, or print. Some may even manage projects outside the scope of marketing. So how do you get everything done, but still have time to create relevant, timely email campaigns? Think trigger-based email messages.
A trigger-based email program puts the ease in email marketing. While creating workflow rules and implementation may seem tricky at first, the end result can be a truly relevant email campaign to customers and prospects that yields a greater ROI.
A few things to consider when creating a trigger-based email program:
- Think customer first. What frequency of trigger-based campaigns will not bombard your customer or prospect leaving them fatigued from over-sending? What promotional opportunities make sense: cross-sell, up-sell, discounts, free shipping? The possibilities are limitless for how you will use trigger-based email campaigns, but always be cognizant of the impact on the customer. You want it to be a positive experience that reinforces trust.
- Keep it simple. Your automated plan should mirror your brand. Once you’ve done the tricky part of configuring your trigger-based message, you’ll be able to learn and test on the fly, so pepper in new business rules and continue to polish messages.
- Timing and relevancy are key. For any marketing program, timing and relevancy are critical to driving customer interest. Creating triggered-based e-mail campaigns activated by customer actions enhances their relevancy, and ultimately creates a better return.
Types of Trigger-based Campaigns:
- Transactional triggers: Messages that are based on a direct transaction with a customer target such as a purchase, profile update, opt-in, or conversion are an underutilized tool in the world of email marketing. Think brand reinforcement, promotional opportunities, and trust recognition.
- Recurring triggers: These messages are based on the customer’s profile. It could be a simple birthday trigger or a more complex product re-order message. For recurring triggers, the opportunities are limitless, but be cautious as these are easily the most recognized place for over-mailing.
My suggestion for you: put some ease in your workday. Consider how you can benefit from automation and trigger-based messages and start implementing a plan soon. To learn more about trigger-based email programs, download our whitepaper The Need for Ease.
Sally Lowery
Online Marketing Manager at Bronto
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