Ten Ideas for Triggered Emails

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   

  1. 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.
  2. Send a triggered email promoting a category that someone just browsed on your site
  3. Send a triggered email promoting the same item that someone just browsed on your site
  4.  “Now in Stock” — Send triggered emails when sold out items are back in stock
  5. Send Welcome series emails to new buyers or subscribers
  6. Send triggered emails for registry customers to correspond with milestone dates of their event (wedding or birth of child)
  7. Create a New Mover series of emails.  Send discounts and offers for a particular product category for those who have just moved
  8. Send “people who like this also like this” triggered emails based upon last product purchase and product affinity models
  9. Try “Now on Sale” emails for items that people were browsing but did not buy that are now on sale.
  10. Send Replenishment emails reminding customers to re-order their favorite perfume or other consumable item at a specific time since last purchase.
Elisa Berger, Ph.D.

About Elisa Berger, Ph.D.

Elisa Berger, Ph.D is Principal and Executive Vice President, Database Marketing at Cross Country Computer (CCC). Elisa has been successfully helping database marketers achieve their ROI goals for nearly three decades. She earned her Ph.D. in Applied Research at Hofstra University.
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