Welcome back to Part 3 of the Email Marketing Blog.
Part One and Part Two covered:
• Who do you send emails to?
• What kind of email do you send?
• When is the best time to send your emails?
• Where do you send your emails from?
• How do you measure email campaign success?
.Today we will cover Trigger Based Email Campaigns
Trigger Based Email Campaigns are an effective way to reach out to your current customer and prospect database because the emails are based on their behavior, interest and recent actions. Trigger-based emails are sent in real-time and can be used for initial contact with a new prospect, up-sell and cross-sell opportunities, customer feedback campaigns, shopping cart abandonment programs and customer revival programs.
Three types of Trigger-based emails include:
- Transactional Triggers – These emails are typically responses to a consumer action. A consumer might have purchased a Cooking book online. The transactional email may contain a special promotion or offer for a similar cooking book or possibly cooking utensils if the company carries them.
- Recurring Triggers – These emails are initiated based on specific items within a customer or prospect’s profile. Items that will trigger an email may include anniversaries, birthdays or renewal notices. Typically a special promotion or coupon is included to encourage the recipient to take another action with the company. The Melting Pot has a great trigger based email campaign for birthdays and anniversaries with discount coupons.
- Threshold Triggers – These emails are triggered when a customer or prospect reaches a point in a cycle. On Star is great example of using Threshold triggers. OnStar sends emails reminding drivers when to get their tire pressure checked, a maintenance check up done or even when your oil change is due.
Trigger based emails typically require a lot of set-up time, but once set-up is complete, managing and maintaining the campaign is relatively simple and quick. The first thing is to determine the “Business Rules” for your trigger-based emails.
- What are the factors that will trigger emails?
- Who get’s a trigger email?
- How often should one person get a trigger email?
- What are the trigger emails supposed to accomplish?
- What special offers will be included in the trigger emails?
- Which Email Management Tool will be used to distribute the trigger-based emails? (I recommend Bronto)
- Which CRM tool will be used to track actions? (I recommend Sales Force)
- Which Analytics Tool will be used to track the website traffic? (I recommend Google Analytics)
Once these questions and items are answered, the next step is to implement them.
- Integrate all tools for complete trackability
- Design and develop the email’s HTML design and content
- Upload Trigger Campaigns to you Email Management System
- Launch Campaign
- Update Specials and Email Designs as often as you’d like
After implementation sit back and reap the benefits. As your trigger-based email campaigns progress make sure you’re monitoring and tracking the results. With all three tools integrated you will be able to analyze the effectiveness and determine the ROI of the campaign and make updates for improvements accordingly.
Email campaigns can be a very cost effective and successful when implemented correctly, especially when combined with SEO and other Internet Marketing campaigns. Whether you are planning to utilize a Newsletter, Transactional or Trigger-Based Email Campaigns do your research first, then test and analyze them to continue to make improvements.