Williston, Vt.

These days, everyone and their brother has a thrust e-mail program. But surprisingly, very few folks have triggers. Trigger e-mails, also known as “good dog” e-mails, are sent to individuals based on actions. The action could be good (thanking them for orders), bad (when they abandoned their carts, for example) or indifferent (confirming votes in a poll). But it’s always a happening, event or instance. Triggers are successful because they have higher response rates, better deliverability and improved lifetime profit.

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