Trigger emails are an effective internet marketing tool. Properly set up trigger mailings to increase sales automate informing the client, keep him in the funnel, push him to the desired action. The advantages of the tool “work” in any business – trade, production, services, education, media. Not using it is a serious mistake.
Trigger mailings are automatic e-mails sent to customers with reminders about incomplete purchases, promotions, new arrivals, holiday bonuses. Their tasks are to increase brand loyalty, engagement of the target audience, satisfaction from interaction with a boutique, beauty salon, online school. The best example of a letter contains personalized information so that the recipient feels the sender’s interest, desire to satisfy his needs or pain.
From the article you will learn what triggered mailings are, what automation tools exist, how to set them up. Here are examples of topics and reasons for emails that keep customers in the sales funnel.
What is triggered mailing?
Trigger email in English means an email received in response to registration on a website, a completed purchase, or items sent to the cart but not paid for. Understanding what trigger emails are provides the right algorithm for using the tool. The more personal information is collected about the client during registration, the more often there are reasons to trigger emails. Fast mobile proxies are indispensable for Internet marketing automation.
What information about the user is useful:
- e-mail address, phone number, city;
- dates of birth, registration, last visit to the online store, purchase;
- marital status, children, their age;
- hobbies, pets, cars.
Each item on the list gives you a reason to prepare trigger mailings. What will this give the customer? A feeling of caring and friendliness. Provided the mailings are relevant, not intrusive, personalized.
How does triggered mailing work?
It optimizes marketers’ efforts to gently lead customers and keep them in the sales funnel. What does triggered mailing include? Reaching out to customers, subscribers to build brand loyalty, satisfaction with the interaction. It is used for:
- to welcome new subscribers, renew old ties with customers;
- birthday greetings;
- informing about a gift, bonus, personal discount;
- reminding about an event for which the recipient is registered, scheduled payment, abandoned cart with unpaid purchases;
- receiving feedback, feedback on service or product;
- confirmation of a purchase made, payment, delivery.
The list of reasons gives an understanding of trigger mailings – what they are, how effective they are in marketing. It depends on the regularity, the content of the letters, the reliability of the mail server, the ability to interact with the right regions. Using OpenVPN Windows server eliminates geographical limitations.
Why do you need triggered mailings?
Their purpose is to increase sales and profits through reminders about promotions, sales, discounts, goods left in the cart. In addition, these letters solve communicative and informational tasks. An experienced marketer, answering the question of why trigger mailings are needed, will certainly say:
- for a sense of dialog;
- demonstrating concern for the personalized needs and benefits of the client;
- building trusting relationships;
- maintaining engagement through more touches;
- getting feedback, identifying missteps and weaknesses;
- increasing the efficiency of emailing costs.
Having understood why you need and how triggered mailing works, let’s move on to the peculiarities of customization.
How do I set up triggered mailings?
Triggers are often written in dry, concise language. They don’t need creativity, the main thing is to inform and interest the recipient. The basic principles of trigger organization are:
- personalization;
- automation;
- restraint;
- caring.
The information should be useful, unobtrusive, friendly. A mailing can consist of one or a series (chain) of emails sent according to a certain algorithm. Use a proxy checker to send emails to the right regions of the world.
Basic setup steps
Now on to how to set up triggered mailings:
- open the control panel of the email marketing service;
- create a letter;
- manually add data to personalize the text;
- test the content, correct errors;
- publish the email, add the sender’s data.
The tool not only automates sales but also keeps customers in the funnel.
Automation tools
Such email marketing services as MailChimp, SendPulse, eSputnik, UniSender allow you to send chains of trigger emails. The reasons for their composition are registration on the site, subscription to news, viewing products, sending it to the cart, ordering. The letters should make a visitor a buyer.
Examples of trigger emails
Any action by a client can be a reason to prepare letters:
Register a new subscriber on the website. He should be thanked, informed about what informational materials he will receive with what frequency. It is possible to give links to the top positions of the catalog at once.
Request for product recall. The letter should be sent 10-14 days after delivery confirmation and receipt of the order. In it you should ask whether the buyer is satisfied with everything, ask to leave a review on the site. This can kill two birds with one stone – on the one hand, to show care for the buyer, on the other hand, to strengthen trust in the online store.
Mailings for holidays, anniversaries of the trading platform, subscriber’s birthday. A great opportunity to congratulate, draw attention to new catalog items, give a bonus, draw attention to yourself.
A shopping cart with goods left by the customer. The first email (after 1-2 days) should remind you that there are items left in the cart. After 7 days, it is a good idea to send a second reminder, complete with a personalized discount.
Trigger emails include emails about new products, promotions, sales, bonuses in exchange for a targeted action.
Benefits of triggered mailings for business
According to marketing company Nahan (USA) the standard results of trigger campaigns are manifested:
- a 40-70% increase in response rates compared to conventional promotional emails;
- a 4-fold increase in conversion rate;
- 12-fold increase in ROI (return on investment).
Do you want to get those results? You need to choose the perfect time to send emails, give your customers personalized offers.
Common mistakes when setting up triggered mailings
Gross errors include:
- sending e-mails without checking the text, clickability of links, correctness of images;
- composing SPAM-type content, without taking into account personalization, with intrusive advertising;
- lack of a clear campaign goal, which makes emails unmotivating and unappealing to recipients.
Effective setup of triggered mailings is an important condition for their effectiveness
Conclusion
This type of automated mailings is considered by experts to be the most effective for increasing sales and profits. Using services for email marketing, you can increase the engagement of the target audience with personalized offers at those moments when the level of interest in the brand’s products is at its highest.
