How to Send Trigger Emails That Keep Customers Coming BackJul 21, 2016 by Lina Vashurina,
How does your business
We are referring to a real marketing tool, though it may sound like magic.
Triggered emails are sent to a subscriber upon their taking a specific action. They may contain information about an order’s delivery status, a reminder of the products left in the shopping cart without having completed checkout, or even just a birthday greeting. As soon as the action occurs, (for example, the calendar hits the customer’s birthday), the automated message is sent to the subscriber without any human effort required. Most email providers have options for the trigger email functionality on their paid plans.
Your trigger emails might include dynamic content, meaning that the email can be intelligently customized to suit the event’s purposes. A
When do I use trigger emails?
These email systems are used to stir up and
Someone writes to you and includes their contact details, whether it’s received privately or via social media. By virtue of doing so, the assumption is that they maintain some level of interest in your product or niche, but they might not be ready to buy yet. How do you follow up with every single one of them?
When a customer volunteers his or her contact details to complete an order, you ought to be capturing this in a database to use for your own marketing purposes. When done manually, this is a very taxing task.
You want to send your customers content that is useful and
Mail chains and their content can be automated in response to a person’s readiness for purchase. For example, a first email might express gratitude for a completed purchase, a second might include links to useful content, the third a free
How to create a trigger newsletter
Trigger emails are supported by most modern email marketing services, like MailChimp, Getresponse, SendSay, UniSender, and the like) . There are some services that specialize in trigger emails specifically like Mandrill, Customer, Mailtrig, and Triggmine.
Before choosing your provider, you ought to design your trigger chains first so that you know what types of features you’ll need. Send a few emails manually to small segments of your customer base and see which triggers perform best for you. For example, send some thank yous to newly registered members, then send some delivery status updates, then offer additional products to those who have recently completed checkout. By looking at the open rates and tracking clicks on links within the email, you get a clear sense of what works and what doesn’t.
Your trigger events of course ought to be tailored to the nature of your business and its ability to respond to customer requests. Customers of a hypothetical cosmetics store might react well to a personal discount after a completing a certain number of purchases and the customers of a hypothetical children’s clothing store will be happy if you can remember a baby’s birthday.
Here is an example of a trigger email campaign for responding to new clients:
- Once registered, a visitor receives an email
1-2days later with some kind of pitch to make a purchase. If a purchase is completed within some amount of time from receiving this email, the chain continues and they get another email (say, of products related to the one they purchased) a day later.
- If response to the first letter is poor, the followup email instead comes in
- Thank you notes and discounts are sent automatically upon the completion of future purchases.
- The customer periodically receives an email about any interesting new products.
To sum up:
- Trigger emails save your business significant save time when it comes to marketing and sales.
- Before deciding on a trigger email provider, do some experimentation on your own to see what works best for you.
- Depending on your needs, you may want a more specialized trigger email provider.
Stay up to date!
Get free e-commerce tips, news and inspiring ideas delivered directly to your inbox