Trigger emails are automated emails triggered based on user actions like sign-ups, cart abandonment, or browsing. They’re designed to be timely and highly relevant so that your message arrives at the precise moment when it’s needed. Instead of sending generic newsletters to everyone, trigger emails allow you to interact personally with users.
Alternatives to trigger emails include ‘batch-and-blast’ campaigns, which are less specific and tend to result in lower engagement rates.
Driving real results
- Triggered emails bring in up to 8x more revenue per email than ordinary batch emails.
- Firms see an 80% increase in the open rate of trigger emails over standard campaigns.
- Triggered emails can increase conversion rates by 152% compared to standard emails.
- 65% of marketers notice enhanced customer engagement when automated communications are used.
Reminders
Trigger emails might seem insignificant, but they aren’t. They remind people about your product and keep them engaged.
This quote emphasizes the subtle power of trigger emails. Gia points out that while a trigger email is tiny, it is essential to maintaining extended interaction. If your message occurs at the precise moment – be it a reminder or an opportunistic offer – it can awaken a latent subscriber and convert them into an active buyer. Her business background reminds us that these programmed touches create normal, long-term relationships.
Creating emails that convert
Booking.com employed trigger emails to win back failed bookings. Customers who dropped out of the booking process received personalized follow-up emails with personalized offers, resulting in 20% more completed bookings and a 15% reduction in cart abandonment. The strategy enhanced revenue and customer interaction in general.
On the other hand, Spotify employed trigger emails to reactivate dormant users. They sent targeted emails with tailored playlists and content suggestions based on users’ listening history. Spotify saw a 25% increase in user re-engagement and subscription renewal. This strategy maintained Spotify’s customer base and boosted overall app usage.
Timing is everything
Challenge: Most marketers struggle with finding the perfect balance between automation and personalization. Too much reliance on automation leads to emails feeling impersonal or too ‘salesy,’ Not relying on automation enough can lead to missed opportunities for timely engagement.
Solution:
- Send messages based on user behavior and interests.
- Test with A/B testing to determine when to send your trigger emails.
- Add dynamic content that reflects the actions and interests of the recipient.
- Review engagement metrics at regular intervals to refine your trigger strategies.
Renewed interest
- Plot the customer journey and define touchpoints that require an auto email (cart abandonment, post-purchase, inactivity, etc.).
- Use dynamic content and personalization tokens to construct a personalized atmosphere for each email.
- Experiment with sending timing to maximize open and click-through rates.
