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"Do you want fries with that?" The concept of up-selling a customer is a tried and true marketing method when someone buys a product or service. When you use email as part of your marketing mix, you can take advantage of this process by using triggered messaging. The concept is simple. An email message is "triggered" to suggest other items the customer may appreciate. This is only one of several approaches today's email marketers take when using triggered messaging. Triggered email messages can be used to:
- Express thanks for a recent purchase and/or call attention to related or complementary offers
- Automate stay-in-touch greetings, such as birthday or anniversary messages
- Remind customers of scheduled service dates
- Trigger automated order reminders
- And much more...
Rules-based triggered email messaging is an inexpensive, automated way to deliver highly relevant content to your audience at specific time intervals. The concept takes a best marketing practice-personal communications based on known customer or prospect preferences, needs or other triggers-and replicates it in your email communications process, providing a timely digital version of the labor-intensive direct personal contact. When used properly, it can yield high customer satisfaction dividends with a minimal investment in both time and money.
With the right tools in place, creating and launching a triggered email program is easy. You define the criteria that will determine which individuals will receive automated follow-up email messages. Then, once appropriate and relevant messaging has been created, recipient lists are created on the fly, and the automated triggered process begins. SubscriberMail clients who use triggered email programs have had tremendous success using this aspect of our service in a broad variety of ways.
Triggered messages deliver with impact because unlike a traditional campaign, the communication says to the recipient, "This is not just a message-this is a message about you."
Email Success Story: Triggered Emails Personalize Service in the Online World
When Jamie Carney founded the online rug retailer RugsDoneRight.com nearly a decade ago, she fostered a company philosophy designed to deliver a competitive advantage from the start-providing personal service in an online world.
"Many of our customers still want a personal connection when they shop online," Carney said. "We are always looking for ways to effectively communicate our expertise in area rugs." In keeping with this mission, Carney recently added targeted email messaging to her list of customer satisfaction tools. "Originally, we used email simply for driving site traffic with high conversion rates. We also have found that triggered email messaging to a customer right after a purchase can be a great way to enhance the buying experience and increase satisfaction."
The triggered email program for RugsDoneRight.com starts when customer purchase behavior is captured at the shopping cart. Customers who do not purchase pads for their new rugs are filtered into a list. Each targeted customer then receives an auto-generated email. This note includes a thank you message, educational information about rug pads and an incentive to add a rug pad to the recent order. "Customers have told us that they appreciate the follow-up emails," Carney said. "And we have seen a substantial increase in pad sales at the same time."
With the help of triggered follow-up messages, Jamie Carney has stayed true to her commitment to customer service, while creating a new method to generate incremental revenue. According to Carney, triggered emails put the right offers in the hands of the right recipients at the right times. "We are excited about this effective marketing tool and plan to use it for additional incremental products in the near future."
To learn more about using SubscriberMail to increase the effectiveness of your email campaigns, contact us today.
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