If you’re not automating triggered emails to specific people in your database, you’re not only missing out on a great chance to be lazy, you’re missing out some of the best response rates in online marketing. Automated emails generate higher than average click throughs, according to eMarketer’s 2012 Email Marketing Benchmarks report, which showed an average click-through rate of 10.4%. That’s more than twice the average of other email marketing.
This success is not surprising when you consider that timing and relevance are essential to opens and clicks. There’s no better example of good timing and good relevance than automatically sending a message to people whenever they complete an action that’s tracked on your system.
If you’re tripped up by triggered email and looking for opportunities to send automated emails to your audience, here are some suggestions:
- The Welcome Email: The welcome email continues to garner the highest open rates of all. Your welcome email need not be limited to any one kind of welcome, for example, a newsletter subscription. You can send the equivalent of a welcome email triggered by any one of these actions on the part of the recipient: downloading, buying, filling out a form, registering, or subscribing.
- Cross Sell/Up Sell Emails: These emails are triggered by the same actions that can trigger a welcome email, such as a purchase, registration, or subscription. These automated emails offer a related item or service to the buyer. They can be a one-time email that follows up a purchase, or emails sent later that are related to that purchase. For example, if someone purchased a saddle, a follow-up email might offer special pricing on a bridle in matching leather. Or if someone registered for a content marketing webinar, a follow up email might offer a book on the topic.
- Lead Nurturing Emails: These emails are triggered by an action such as submitting a form, putting items in an online shopping cart, or in some other way showing interest in what you’re selling. The messages are sent over time, slowing nurturing and/or educating the lead until he or she becomes a customer. For example, if someone attends your webinar, they might get a series of emails that follow up on the webinar and offer more information about your products over time.
- Customer Satisfaction Emails: These emails are triggered by purchases and ask customers to respond to surveys or in some other way rank their satisfaction (or lack of) with your business, service, and/or purchase. Think of a follow-up email after a hotel stay, for example, that asks you to rate your visit. Or note the occasional Netflix emails that check in and ask you when you received the latest DVD.
- Cart Abandonment Emails: These automated emails are triggered when someone gets as far as putting items into an online shopping cart but doesn’t complete the purchase. Such an email can remind customers that they have items in the cart, or even offer an incentive for returning to the website to buy.
All of these emails are triggered by action on the part of the prospect or customer. You don’t need to do anything but set up the automated system in order to show up in the inbox with relevant, targeted messages. Remember, these automated emails can average twice the usual click-through rate, thanks to their relevancy and timeliness. Isn’t it time to pull the trigger and put these emails to work for your business?