Lead Generation Success Story: Triggered Emails

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Your email marketing efforts are ticking along at a great pace. You send relevant messages appropriately timed to an opt-in list. Your open rates are good, traffic is delivered to your website and your unsubscribe rates are reasonable. But you are looking for more email marketing strategies for a company to grow.

EmailInsider suggests considering trigger-based messages. They are right-time; right recipient messages that only reach a fraction of your total email list but deliver highly personalized messages. Examples include: welcome emails, cart abandonment, shipping updates and follow ups from customer service. Demographic triggers might include: birthday, wedding anniversary, location and age messages.

While the volume on trigger messages may be low, they are so precisely targeted that they can deliver significant ROI and be considered a true lead generation success story:

A travel site generates 45% of its email profits from triggered messages that make up only 5% of their message volume.
A uniforms seller generates 25 times the revenue as a regular broadcast email from birthday email messages.
An online specialty-products retailer discovered that 40% of their email revenue is attributed to triggered messages, which makes up around 4% of their email volume.

Sound overwhelming? It needn’t be. These messages, once optimized properly, can be automated. Get started by analyzing the data contained in your subscriber list; do you have what you need? If not, consider ways you can fill in the gaps. And, ABT (always be testing). Try a few different things when developing triggered messages. Copy, design and subject lines all play into the effectiveness of all email marketing.

How are you implementing trigger-based or other automated messaging?

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