I’m not quite the coffee drinker I once was, but marketing messages from brands like illycaffe still make me think of stopping to make a cup of its famous brew. An email I received from the legendary Italian coffee brand earlier this week promised “Top 10 Essentials for July 4th” in its subject line. I couldn’t resist, and I opened it.
Scrolling though the HTML, I looked at all of the products being promoted before settling on one (tea, not coffee) for a closer look. What prompted this article was the trigger email I received shortly after I left illy's website, without buying, to get on with the rest of my day.
Remarketing to consumers — i.e., using website browsing activity to dictate segmentation — is what makes well-done trigger emails so powerful. Smart marketers can develop automated triggers that are relevant, rather than crossing the line into being thought of as intrusive or, worse yet, creepy. Please take a look at the slideshow below to see how illy tried to lure me back to its website to make a purchase.
Paul Bobnak is the research/content director for Direct Marketing IQ. He's also the archivist at Who's Mailing What!, which houses the most complete, searchable and fully online library of direct mail and email in the world. Paul can be reached at firstname.lastname@example.org.