Every day you face a multi fold challenge in finding the time, the budget and the staffing resources to apply best practice email marketing practices. The big question is how to send hundreds, or thousands of emails, and still manage to ensure they are timely and relevant, and provide the ROI you are looking for?
The answer is to automate! Automated, or triggered, emails are the highest performing type of emails. How do they work exactly? Unlike traditional broadcast emails, such as the monthly email newsletter, these emails involve setting up criteria that when met, a message is automatically sent. They are usually always action based, which means the driving force behind these emails are around the subscribers behaviours, interests, demographics and buying behaviour.
So incorporating such individual criteria into your triggered emails gives you benefits such as:
Increased relevance – the emails directly reflect the interests or actions of the subscriber, making them inherently relevant and timely for that individual. By providing extra value on an individual level you drive up engagement and open rates because your customers start to look forward to your emails for the valuable content.
Increased frequency - they are triggered every time someone takes an action they are more frequent than your once a week newsletter, and as the subscriber may not enjoy getting the newsletter every day, they will be happy to receive an email relating to their recent purchase, and their upcoming birthday, two days in a row, because it’s personalised to them and means more.
Increased ROI, and more time for your staff, because everything is automated!
So really it’s not surprising that these automated emails, which are so perfectly timely and relevant, have the highest engagement rates, and they deliver a much better ROI than your usual emails. And did you know birthday emails have even higher engagement rates than all other types of triggered emails – making triggered birthday emails the most effective of all.
So what sort of triggered/ automated emails should you be sending? We list the TOP 5 below with links to blog posts on each which include all the key information you need to know: