“If this then that” is the famous working principle of programming which can be applied to the explanation what trigger emails are by effect. When programmers write code they use a simple logic despite however complicated programming language is applied. The logic implies a sequence of actions a computer should follow. The sequence of action in its turn implies a step-by-step procedure when each preceding event induces every subsequent effect. And this is exactly how trigger emails work or should work at least.
In other words, a trigger email is induced by a subscriber. Or rather, an action performed by a subscriber. In contrast to BAU (business-as-usual) email campaigns, when marketers cover their user bases with the same content basing on some arbitrary objectives of a brand, the trigger email campaigns are created in accordance with a certain online behavior of the subscribers.
Thus, trigger emails correspond to the fundamental principle of cause and effect observed in the reality as well as to the action-and-reaction dynamics of living organisms. Why trigger emails are efficient in bringing ROI and how to create an advanced trigger email campaigns are explained hereinafter.
What Can Behavior Initiate
In fact, we deal with various types of messages under the generic name “trigger emails”. Every type is dedicated to a specific action a subscriber performs on a website as well as to the absence of actions a brand expects from the subscribers. For example, welcome emails should be sent to the new users just after their subscription. Thus, the subscription is that triggering event which induces a certain email campaign. Another example which can be accepted as opposed to the subscription is the so-called retention emails when subscribers who do not login to a website for a long period (30 days or so) are re-engaged by a brand with a specific encouraging email campaign. In other words, the common name of trigger emails encompasses a variety of types of emails created in accordance with the specific conditions related to the subscribers’ behavior.
When Names Matter
Since each type of trigger emails implies a reaction of a brand on a subscriber’s actions, any trigger email campaign should be recognized as a customized or personalized one. The extent of personalization of every certain trigger email depends on what action of each particular subscriber is recognized by a brand as a triggering event. When a subscriber receives a personal event email dedicated to some personal milestone like a birthday or a college graduation, the content of such an email should be highly personalized containing the first and last names of a subscriber along with congratulations and the details of the event the subscriber celebrates. In case of the so-called retargeting emails when subscribers receive some info related to the products they are looking for on the internet, the personalization can be limited to only the first name of a subscriber. In any case, whatever type of trigger emails is considered, the personalization is the inherent feature which makes such emails special.
Personalization – Satisfaction – ROI
Why do the advanced digital marketers bet on the personalization in general and on the trigger emails in particular? In accordance with the statistics, the personalized email campaigns bring ROI higher by 760% than the common bulk emails. It means that brands can expect a very positive reaction from their subscribers since the trigger emails are the best response-provoking. The personalized messages deliver the content which is expected by the subscribers most likely. One of the most obvious examples of trigger emails is the transactional messages delivering the post-purchase content which is maximally personal by definition. The shipping notifications and confirmations along with reminders about abandoned shopping carts all resonate with the subscribers’ interests better than anything. That’s why the trigger emails lead to responses and therefore enforce the communication between brands and their customers.
Digital Era Implies Automation
Since the higher engagement and the overall satisfaction of the subscribers constitute the objective of any marketing campaign, the trigger emails can be an effective component of the advanced marketing strategy. Explanations, tutorials, and numerous “best practices” with regard to the trigger emails are shared on the internet in a great variety of sources. At first glance, such an abundance can help marketers to create their campaigns despite whatever business is concerned. However, neither the shared experiences nor exemplary use cases can replace the actual marketing toolkit appropriate for creating certain trigger email campaigns. Besides, both learning and preparatory stages of any email campaign are time-consuming unless some automation technology is involved. The usability enters the battlefield when marketers select a proper approach to the automated workflows. The “smart” solutions empowered by artificial intelligence might come in very handy.
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Working Principles of Automation 360
SendPulse as a truly progressive bulk sending platform always feels the pulse of the most up-to-date technologies facilitating digital marketing. Prioritizing the trigger emails as the most lucrative type of campaigns for the digital marketers in the sense of the customer engagement, SendPulse provides Automation 360 – the solution able to transform the creation of trigger email campaigns into a self-driving program.
The roadmap of the Automation 360 functionality includes 5 steps where only 2 of them belong to a marketer. The rest 3 ones are executed automatically by the system. The first step implies adding an event as the triggering action expected from a subscriber. It means the system will wait for the exemplary data related to the predefined event. The second step requires creating an autoresponder that will react to the indicated event with emails. Besides emails, the system can respond with SMS or web push messages on the choice of marketers. Whatever type of messages is applied, it will contain the variables from the event.
The third stage of the process implies some specific data arriving from the indicated website as a triggering signal. It can be adding goods to a shopping cart as well as any other action performed by a visitor and predetermined as a triggering event. Then, SendPulse responds to the received data by means of sending a specific message to a subscriber. Thus, the Automation 360 system works like a “smart” connecting hub between the actions performed by the subscribers on the indicated websites, the marketers, and the subscribers themselves. And the final stage which can last as long as it is necessary implies keeping track of conversations in the form of marketing messages sent each time when the predefined events like purchases or whatever else happen.
Digital Intelligence that Counts
The reason why marketers should apply Automation 360 to their campaigns consists of several important aspects worth considering when the competition in conquering the customers’ attention becomes more and more fierce with each passing day. Since improving the efficiency of marketing campaigns and therefore increasing ROI is the general objective of any business, the various solutions providing automated workflows are gaining importance in the era of digital. Automation 360 fits the trend of relieving marketers from the repeated routines. It allows them to focus on the activities that require the genuine human intellect and the imaginary power. In other words, SendPulse represents the solution which perfectly meets the motto of the digital transformation: automate everything that can ever be automated. Moreover, Automation 360 is intelligent enough to make the automated messages tailor-made. Thus, the automatically conducted marketing campaigns well-timed and highly personalized in accordance with the triggering behavior of the subscribers is the achievement of the contemporary digital technologies every professional marketer is to adopt.