Sifting through your inbox, you notice a birthday coupon for a free night at the Marriott. It’s wedged between that email from mom you’ve been meaning to reply to and a quiz to determine “Which Social Media Platform Are You?”
You already know that you’re Twitter (short and sweet), but you wonder, how did a massive hotel remember my birthday?
The answer is simple: triggered email campaigns. For brands looking to increase the success of their emailing marketing, triggered campaigns can serve and fulfill four main purposes:
1. Data-driven marketing: Triggered campaigns can operate through a single data point, such as email sign-up date, birthday, date of first purchase, or last open/click date. Slightly more complex but still easy-to-implement triggers--such as transactional (order confirmation, shipping confirmation), abandoned cart, cross-sell, and product survey/review emails--are also options. No matter the choice, the ease of implementation and the neutrality of these triggers give brands the opportunity to engage consumers at a meaningful point in the relationship.
2. Testing: Unlike one-time sends (email sent at a specific moment), triggered campaigns are self-deployable, sent regularly, and require less maintenance and overhead. They are great for testing important email components, such as subject line, offer type, creative (text vs. image), and audience segments. Two of my personal favorites for testing are the call-to-action (CTA) button placement and color. Test these in your triggered emails and use the insights to give your promotional messages a performance boost.
3. Real-time analysis: Since triggered campaigns are deployed consistently, an influx of user information allows marketers to see how different campaign components trend across hours, days, and weeks. Marketers can use this information to determine whether unexpected factors are influencing campaign success, as well as how to use those factors to improve performance.
4. Optimal deliverability: Due to the high open and click rates they garner, triggered campaigns promote positive ISP reputation and increase inboxing rates. Triggered emails achieve 2.5 times the open rate and twice the click rate of general email, quite the impressive feat considering the 14% drop in unique click rates over the past year, according to Yesmail’s Email Marketing Compass report.
Personalization and automation are often sidelined in favor of short-term growth and revenue goals. Triggered campaigns are timely and relevant essential qualities for truly interacting with consumers. Not only does that Marriott coupon come the day before your birthday, which enhances the consumer’s experience, but that single email serves as a tangible representation of a large-scale ability to see consumers as individuals. In order to achieve this with each email, marketers should take a step back to review and act on the consumer data they’ve been collecting but not using.
Triggers should be an inseparable part of every marketing program. Like staying at a hotel and getting room service–you can have one without the other, but they’re always best in combination. There is charm in eating off a silver platter while swaddled in 2,000 thread count sheets, and it’s refreshing to open up an email personalized for you. The convenience of having both at once improves the overall user experience, and allows brands to leave a memorable and positive impression.