(Newswire.net — July 22, 2020) — Do you know 75% of email revenue is generated by triggered campaigns? And if that’s not enough, triggered emails have a 70.5% higher open rate than regular emails. Here’s a look at more such statistics.
Source: Webpagefx
The data above makes the importance of automation and triggered emails clear. From better customer retention and increased customer engagement to improved click-through rates and higher customer gratification, triggered emails can do it all. So, if you wish to make your business successful in the long run, it is high time you start leveraging triggered emails.
What is a triggered email?
Before you go ahead and make the most out of your triggered email campaign, let’s see what is a triggered email. Triggered emails are such emails which are sent automatically on the basis of predefined events or conditions that get triggered through a customer’s certain behavior, actions, and signals. Triggered emails are also known as behavioral or transactional emails.
Why are triggered emails necessary for your business?
Now since you know what triggered emails do, let’s see how it can help you grow your business.
- Instils trust
Trigger emails are a great way of promoting communication with your customers while strengthening your relationship with them. To put it in other words, it works as a dialogue between a business and a customer. The customer takes an action and in response receives an email, thereby instilling a sense of trust with the brand.
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Satisfies customer expectations
With the evolution of email marketing, the expectations of subscribers have also increased. They expect their activities such as placing an order, booking a service, and more to be followed with an email. Trigger emails by leading the customers down the sales funnel provides instant gratification to them. As already mentioned, that’s the reason trigger emails show higher open rates than promotional emails.
- Aids customer retention
Trigger emails work in an impeccable way to retain existing customers through reactivation or re-engagement emails. In addition, it is also cheaper to retain an existing customer than to attract a new one. While bringing onboard a new subscriber can cost you $55.24 per contact, spending $1 on re-engagement emails can give you returns as high as $28.50.
- Keeps the customers informed
Trigger emails are a great way of letting people know about their booking or subscription process. It gives them an idea about how well the whole process is going. For instance, if you buy sneakers from an e-commerce store, you will get an email confirming the money transfer and your order being successfully placed. You will also receive a link to track your shipment.
Types of trigger emails to boost your business
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Welcome emails
With the average open rate of welcome emails being 82%, leveraging it the right way can help marketers accelerate conversions. A welcome email is sent when a subscriber completes a subscription process and joins your mailing list. It is a great way of making a good first impression. From giving your subscribers an overview of your business and the products and services you offer to letting them know about the value your brand will provide and setting expectations for the future emails, there are a lot of ways to make your customers feel comfortable through a welcome email. Here’s an excellent welcome email template from Tinder. See how they make good use of visuals to divide their product features while adding a step by step guide to set up an account.
Source: Really Good Emails
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Reactivation emails
Reactivation or re-engagement emails work smoothly in bringing back inactive or dormant subscribers. These are such customers who haven’t engaged with your brand in a long period. Such emails try to re-engage the customers by initiating a conversation with them while reminding them about the value they can get from your business. We love the re-engagement custom email template design from Clear. Right from the personalized subject line which reads “Smiles Davis, we’re ready to wow you again” to informing the customers about their improved, speedy checkouts, Clear does it all like a pro.
Source: Really Good Emails
However, in case you get no response to your reactivation emails, it is better to clean your email list and remove your inactive subscribers. It will help you improve your email deliverability and sender reputation.
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Abandoned shopping cart emails
With the average cart abandonment rate being 67.91%, using abandoned cart emails is critical for the success of any business. Such emails are sent when the customer likes a product, adds it to the cart but doesn’t go ahead with the purchase. These emails help prospective customers with decision making and transform them into your loyal customers.
Take some inspiration from this visually appealing abandoned cart email template design from PERIGOLD. From the perfect email copy with an image of the product left in the cart to giving them recommendations based on the similar line of products, the brand sure knows how to extract the most out of their abandoned cart email strategy.
Source: Really Good Emails
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Loyalty emails
Every brand has a set of best customers – the ones who return to your brand every time they need to purchase a product or avail a service. Such customers can turn into your brand evangelist if you engage and reward them through loyalty emails. You can do that by creating a VIP segment of your loyal customers and send them relevant offers, discounts, coupons , and more. You can do it the way Aerosole does. Take a look at their email template which has all the elements to make a loyal customer happy. From their “good things come to VIP’s” email copy to a 20% discount on the entire purchase, the brand does a great job with its loyalty email.
Source: Really Good Emails
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Remarketing emails
Remarketing emails are triggered when a subscriber checks out a product on your website. In other words, it is a friendly nudge which encourages subscribers to go ahead with the purchase. See how Debenhams has made smart use of remarketing email to target the customer who recently viewed their products.
Source: Really Good Emails
They make use of FOMO by highlighting that the product might go out of stock if they don’t add it to their cart and check out. They have also highlighted free delivery on orders above £30.
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Order confirmation emails
Order confirmation emails assure customers that their order has been placed and the product will be on its way shortly. Here’s how Everlane does it.
Source: Really Good Emails
Everlane first thanked the customer by personalizing the email copy with their first name and then went ahead with the ordered product details.
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Shipping emails
Once the order is placed, the next thing a customer wants is to get it shipped as soon as possible. So, updating a customer about the shipment of a product becomes imperative. It is a sure-shot way of delighting them. Tradesy makes good use of their shipping email by informing the customer about their shipment while encouraging them to refer their brand to friends for an incentive. They also go a step ahead and encourage the customer to download their app.
Source: Really Good Emails
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Review emails
Once the product gets delivered to the customer, you can re-engage them by encouraging them to review the delivered product. It wouldn’t only bring the customer back on your website but also enhance your social proof, thereby helping you increase your sales. Here’s a simple yet effective review email from Withings.
Source: Really Good Emails
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Special event emails
If you have any additional data about your customers, you must use it for your advantage. For instance, if your sign up form includes a birthday or anniversary section, you must wish your customers with a birthday or anniversary email along with a present. It is a great way of making them feel special and turning them into your loyal customers. Do it the way Pizza hut does. The brand makes sure they wish their customer in the best possible way while offering them freebies in the form of delicious cinnamon sticks on their next online order.
Source: Really Good Emails
Another way of making use of special event emails is to keep a track of the day when the customers signed up on your website and send them anniversary emails for the same. This is another great way of bringing customers back to your website and enticing them to buy more. Here’s an excellent anniversary email example from Grammarly. Apart from wishing the customer in their signature style, they have also gone a step ahead and offered 40% off on Grammarly premium.
Source: Really Good Emails
Wrap up
Even after the customer has completed the purchase, it becomes imperative to nurture them. This is where trigger emails come in handy. It gives you the ability to customize the customer experience to every recipient. Simply put, setting up a triggered email campaign is worth all the time and money you invest in it. In the long run, it will help you save both while converting more prospects into customers.
So, go ahead and work with your team to leverage triggered email marketing to your advantage while engaging the customers throughout their life cycle journey. You can take some inspiration from the above-mentioned examples and set your own unique triggered email campaigns. In case you need help setting up a triggered campaign, you can always reach out to Mailchimp experts or HubSpot experts.
Author Bio
Kevin George is the head of marketing at Email Uplers, that specializes in crafting Email Newsletter Design Templates, PSD to Email conversion, and Custom Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.