Find More Opportunities for Event-Triggered Emails…It Will Be Worth It.

Written By Mark Weinstein, President

With good reason, social media marketing may be all the rage, but email remains the bedrock of customer communications, transactional confirmations, and lead generation. Personalized, timely, and event-triggered emails will most often provide the highest response rates and greatest return on investment.

You’re probably familiar with event-triggered email – a message that is sent based on an event. For example, a special message or discount coupon can be sent to a subscriber on their birthday or the anniversary date of being a customer.  Emails can be triggered as a welcome message, purchase “thank you”, when an online shopping cart is abandoned without purchase, to make cross-sell suggestions based upon recent products purchased, or to send timely reminders to re-purchase products or services.

Most often events are triggered by data provided when someone became a customer or their subsequent transactions, inquiries, or promotional contest entries…but, not always as I’ll suggest later.

Email Marketing

If you use event-triggered emails rarely, or they are not yet part of your email marketing strategy, consider the latest statistics on the growth of event-triggered emails released last month in the Q4 2012 North America Email Trend Results report published by multichannel marketing company Epsilon.

  • The volume of triggered emails, rose 73% in the fourth quarter of 2012 compared with the same period a year earlier.
  • The increase is linked to better performance: Triggered email yielded 70.5% greater open rates and 101.8% higher click-through rates than “business as usual” email messages sent during the quarter.

If your email database is not rich in customer transaction data, or you just want to find more ways to use personalized event-triggered emails try this as temperatures rise in the coming months:  Local weather-related triggered emails.

Do you have services or products that should sell particularly well as hot weather approaches?  Monitor weather forecasts in your markets.  When the advance weather forecast is for a high temperature of, say 90 degrees, an email is triggered to your email database in that market two-three days prior to the forecasted high temperature providing special offers related to the approaching high temperature.

We have tested weather-related triggered emails and have seen 2.6x greater click-through rates than business-as-usual emails. In addition to hot weather emails, try expanding the weather-related approach when forecasts suggest rain, snow or cold temperatures.

It’s time to create more event-triggered email events to take advantage of this growing and successful approach.