In working with several email vendors, I've always been surprised at the lack of pre-designed, effective triggered email campaigns within the accounts upon implementation. If you're a platform reading this – you should have these campaigns ready to go in your system. If you're an email marketer, you should be working to incorporate as many types of triggered emails you can to increase engagement, acquisition, retention and upsell opportunities.
Marketers who aren’t using triggered email campaigns by now are seriously missing out. New data from Yes Lifecycle Marketing’s latest benchmark report reveals that while triggers are growing in adoption, a vast majority of marketers aren’t taking advantage of this simple tactic. Triggers made up just under 7% of total campaigns marketers sent yet generated almost 5 times the click rate, almost double the open rate and almost triple the CTO rate.
What are Triggered Emails?
Triggered emails are emails that are initiated from a subscriber's behavior, profile, or preferences. This differs from typical, bulk messaging campaigns that are executed at a pre-determined date or time by the brand.
Because triggered email campaigns are behaviorally targeted and timed when a subscriber is either expecting them, they achieve superior results when compared to business as usual (BAU) email campaigns like newsletters. There is no better channel that's so widely accepted.
- The average order value (AOV) for non-triggered retail emails was $56.34 compared to $61.54 for triggered messages
- When looking exclusively at triggered campaigns, Saturday emails sent in Q1 garnered an 8% conversion rate, nearly double the Saturday average
- While 65% of marketers had adopted Welcome campaigns in Q1 2016, that number grew to 7% over the last year
The broad categories of triggered email campaigns fall under lifecycle, transactional, remarketing, customer lifecycle, and real-time triggers. More specifically, triggered email campaigns include:
- Welcome Email – This is the time to set the relationship, and provide guidance for the behavior you wish to establish.
- Onboarding Emails – Sometimes your subscribers need a push to help them set up their account or begin utilizing your platform or store.
- Early Activation – Subscribers who activated but haven't immediately engaged can be enticed to do so with these emails.
- Reactivation Email – Re-engage subscribers who haven't responded or clicked through within your purchase cycle.
- Remarketing Email – Abandoned shopping cart campaigns continue to drive the most conversions for email marketers, especially in the e-commerce space.
- Transactional Email – Service messages are great opportunities to educate your prospects and customers as well as provide them alternative engagement opportunities. Included are e-receipt, purchase confirmations, back orders, order confirmation, shipping confirmations and returns or refund email triggers.
- Account Email – Notifications to consumers of changes to their account, like password updates, changes to email, profile changes, etc.
- Personal Event Email – Birthday, anniversary, and other personal milestones that can provide special offers or engagement.
- Milestone Email – Congratulations messages for subscribers that have reached a specific milestone with your brand.
- Real-time Triggers – Weather, location, and event-based triggers to engage deeper with your prospects or customers.
The study affirms marketers would benefit from implementing broader and more blended campaigns that draw on a combination of triggers to better engage and convert customers. Marketers may find themselves reevaluating their trigger campaign strategies during the back-to-school shopping season and ahead of the holiday shopping season.