A Few Cautionary Notes
Because a triggered e-mail campaign sends e-mails on its own, you might forget all about it when thinking up other customer-contact initiatives. This is a big mistake.
“Be aware of what other messages are going out to customers from your organization,” cautions Symon. “It’s great to do all kinds of complicated decision trees, and it looks great in management meetings, but if [customers] get too many messages, [the campaign] can backfire.”
Also, make sure you do all the proper planning, accounting for every possible response. “Setting these up can take a lot of work,” says Rizzi. “If you’re setting up a triggered campaign that you’re going to have to revise every few weeks, you’re not going to get your cost benefit out of it.”
And finally, make sure your customers know why they’re receiving each e-mail. “If it’s time based, but not immediately after the sale … make the customer aware of why they’re getting the message,” says Symon. “And put some value in there.”