Remember to Pull the E-mail Trigger!
>messages based on each recipient's response or non-response to a campaign.
>an automated response to a particular type of inbound message from your customer.
One example of a company that's using advanced triggered messaging is FirstPlace Software that sells search engine placement software to the small business marketplace. FirstPlace offers a 30-day free trial of its Web Position Gold software. It uses three time-triggered messages to convert trials into buyers. The first e-mail is sent within a few hours of download to welcome the customer and provide tips on how to use the program. The second e-mail is sent four to five days into the trial and extends a special offer if the customer purchases right away. The third e-mail is sent midway through the trial to remind the customer the offer will soon expire. Each e-mail is personalized with customer name, expiration date, a specific sales representative to contact, and the rep's phone number. Of course, if a business purchases the software early in the communications stream, it doesn't receive any of the additional e-mails. The program is a major contributor to sales.
You'll note that FirstPlace staggers the delivery of its triggered messages. Sequenced trigger messages should be properly timed, and each message should have a particular purpose in stimulating customer involvement. Generally, you want to have an interval between messages. Allow several days to pass before you send the next staged message.
Think about integrating e-mail triggers into your marketing strategy. You'll deliver product offerings and timely content when it is most relevant to the customer.