Remember to Pull the E-mail Trigger!
One powerful aspect of e-mail marketing is the ability to create a real-time dialog with your customers based on what they do on your site or how they interact with your e-mails. This is known as event-triggered marketing, and it should be a part of your e-mail arsenal.
Traditional e-mail messages are sent on a pre-scheduled basis. But, the ability to send personalized, relevant e-mail messages when different events happen can be key to timely customer communications. With triggered e-mail, you can create messages that are sent to individual users based on an event (the trigger) occurring. Messages can be triggered based upon customer actions or a change in requested information.
The beauty of this type of e-mail marketing is that it's automated. You create the "rules" for which e-mails will be delivered based on certain customer actions. You load your messages into the message content manager of your e-mail deployment system. Then when the condition occurs, the appropriate e-mail is automatically sent. Your customer receives a timely communication, and the speed of your responsiveness can drive instant customer response. And, once you take the time to create a triggered e-mail system, it's in place for all subsequent activity. You may want to refine messages and refresh content, but it will continue to serve your marketing communications well.
In its simplest execution, triggered e-mails are used for:
>welcome or confirmation messages.
>reminder messages about birthdays, anniversaries or gift-giving holidays; or a subscription renewal reminder series.
>order confirmation messages or updates on order progress.
>alerts of changes in certain market conditions (there are many applications here including financial services, travel and weather).
>password or change of address confirmations.
When I sign up for e-mail promotions from my favorite direct marketers, the experience is enhanced when I immediately receive a welcome message. This responsiveness creates an instant feeling that the marketer cares about my business. And, I like knowing when my order has been shipped and that I can follow the progress of the delivery by clicking on a link. I also appreciate reminders that travel fares to my favorite cities are now on sale or that I just might want to consider selling or buying that particular stock on my "watch" list.