I recently attended the Spring NEMOA conference in Boston and one hot topic of discussion was leveraging triggered email communication based upon recent behavior for higher order rates. Today, 20% of emails sent are triggered and the majority is “thrust” or batch and blast. The message at NEMOA was to flip that statistic such that 80% are triggered. Why? Triggered emails perform 4-6x better! The following are some ideas
- Surprisingly, abandoned cart email volume has been declining! Every marketer should send a series of abandoned cart emails for those who selected items online but did not go thru the entire transactional process.
- Send a triggered email promoting a category that someone just browsed on your site
- Send a triggered email promoting the same item that someone just browsed on your site
- “Now in Stock” — Send triggered emails when sold out items are back in stock
- Send Welcome series emails to new buyers or subscribers
- Send triggered emails for registry customers to correspond with milestone dates of their event (wedding or birth of child)
- Create a New Mover series of emails. Send discounts and offers for a particular product category for those who have just moved
- Send “people who like this also like this” triggered emails based upon last product purchase and product affinity models
- Try “Now on Sale” emails for items that people were browsing but did not buy that are now on sale.
- Send Replenishment emails reminding customers to re-order their favorite perfume or other consumable item at a specific time since last purchase.
