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Email: When Are the Best Times to Pull the Trigger?

November 28, 2012 By Anthony Wilkey
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Whether you're a mom-and-pop store on the corner or an international retail conglomerate, the old saying holds true: "People do business with the people they know, like and trust." Success is contingent on building relationships with your customers.

The larger your list, the more impossible the idea of sustaining one-to-one communications may seem. Fortunately, today's online relationship marketing technologies empower marketers with the ability to incorporate what they know about their customers with the capability to automate specific types of messages that are based on a customer action—a trigger.

As you'll see proven below, these automatic, behavior-based campaigns, (what we like to call "trigger campaigns") are incredibly effective. In fact, they actually reduce the time and effort required of your marketing team, while simultaneously building trust, increasing and sustaining engagement and creating new revenue opportunities. However, to do this, you must have some key pieces in place to experience success.

Common Triggers
According to the Direct Marketing Association's Email Experience Council, triggered email campaigns have 96 percent higher open rates and 125 percent higher clickthrough rates than other messages, yet they only comprised 2.8 percent of the total email volume measured in Q4 2011. The most common types are the "Welcome" email, sent immediately after the sign-up has been completed, and the "Thank you" email, sent when someone has made a purchase. If you've got one or both of those kinds of customer communications automated, you're off to a great start!

But there are so many more campaigns you can automate. There are other obvious choices like birthdays, anniversaries and abandoned shopping carts. But what are some lesser-recognized opportunities that organizations can take advantage of?

Product Lifecycle Emails
Implementing a lifecycle campaign is an incredibly powerful way to maximize cross-sell opportunities and strengthen the customer relationship, while using less of your valuable internal resources. Baby strollers and digital cameras may not seem to have anything in common, but they're both great examples of products whose purchase sets up a perfect scenario for a highly effective lifecycle email campaign.

"What is a lifecycle email campaign?" you might ask? A simple way to describe it is as one that is based on predictable future needs or desires, as indicated by a previous customer action. A triggered lifecycle campaign typically consists of scheduled emails distributed at defined intervals. These campaigns can also be based on certain behaviors or changes of status.

 

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<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

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<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

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A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

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