Email Marketing Techniques 2010 – Triggered Emails vs. Broadcast Emails. Getting 30% higher Open Rates.
There are two main “styles” of email marketing campaigns: first one is broadcast email—a uniform message sent to everyone on the list, and the second is triggered email—a message triggered by an event, time, or an action sent to a specific person for a specific reason (I mean highly personalized). The real power of personalization and relevance lies in trigger-based email. Latest researches (i.e. “The ROI of E-mail Relevance” by Jupiter Research) have found that behaviorally targeted trigger-email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email. nd 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.
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 (autoresponder software – Atomic Email Autoresponder, sending and scheduling software – Atomic Email Studio) 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 specials 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.
2. It’s automated. The key to successful trigger-based email is automating the triggered messages. This is “set and forget” email.
Caution: Don’t completely forget about it! Review your triggered-email campaigns at least twice a year.
3. It’s individualized. Often, the audience for a triggered-email is one person. Triggered messages are sent only to specific people who have taken a specific action or inaction on your Web page or website, or with your previous email. The emails deploy only when relevant to the person receiving them.
Mastering email marketing means creating a blend of broadcast and triggered email programs.
Naturally, there are times you justifiably need to communicate the same message to everyone at the same time (your email newsletter, your holiday free-shipping offer, etc.), so broadcast email has its place.
Triggered email is for those times when you need a confirmation, a follow-up, a prompt, a reminder, or an alert.
Specific behavioral actions in your target audience can trigger an entire special series of email messages (known as a “dialog track”) limited only by your imagination (and maybe a little by your creative resources)!