How do you arrive at out to your most occupied e-mail subscribers in a relevant way? Segmentation works, but often an earlier, easier way is to expand a set of triggered marketing programs. These “lights-out” automatic programs work while you sleep. You can reach out to your customers when they most want to hear from you — when they’re vigorously busy.
Here is a top 10 examples of trigger-based e-mail programs and the reimbursement they deliver for clients:
Welcome E-mail Program
Purpose: Welcome your clientele and send them a series of timed e-mails designed to bring in your product, service, brand, or company and confirm subscriber particulars before adding them to your basic message stream. A “favorites” or “top 10 products” can be a huge income driver. These messages warm up your new subscribers while not irresistible them with general messages.
Benefit: A dealer who replaced a basic text welcome e-mail with a more comprehensive HTML welcome e-mail program saw conversion increase 200 percent and obtained a 10 times lift in revenue per e-mail for its cologne and skin-care lines.
Cart-Abandonment Program
Purpose: An e-mail message sent within three days after online shopper abandon their carts can encourage them to return and whole the transaction, and thus deter them from shopping at your competition. Link to the pay for page and show the abandoned items, the length of with some cross-selling suggestion.
Benefit: One pet-supply marketer saw conversion increase 171 percent, margin increase 30 percent, and e-mail CTRs grow 852 percent.
Transactional Messages
Purpose: You may send these high-relevance e-mails already, and while the main message confirms the transaction, you can also suggest related purchases, invite customers to sign up for your e-mail program, or submit a product review.
Benefit: Incremental revenue from transactional messages now drives 15 percent of the total e-mail program revenue for one retailer.
Referral Program from Net Promoters
Purpose: content customers can help you build word-of-mouth business by referring your company to their friends. First, survey recent buyers about their purchases and the buyer experience. Then ask those who rate you extremely to send referrals to friends, and thank them with a particular offer if they do.
Benefit: An online florist generated tens of thousands of referrals from net promoters who rated the company an 8.5 or on top of on a 10-point scale.
Win-Back Campaign
Purpose: “We miss you!” e-mails target buyers who haven’t purchase from you in a set quantity of time, often related to your purchase cycle. Send failed subscribers a special offer, such as free shipping, to give confidence them to return. This program can also help reactivate inactive subscribers.
Benefit: A skin-care-products dealer recoups its investment in this program within the first month. These e-mails generate a 67 percent open rate, a 55 percent CTR, and a conversion rate of 11.5 percent.
Pre-Trip Countdown/Post-Trip Relationship
Purpose: Build on travel purchases by providing destination and travel information before the trip, perhaps incorporating relationships with travel partners (hotels, attractions, etc.). Then, follow up with a satisfaction survey or return-trip invitation or incentive after the trip date.
Benefit: An option company that initiated this program saw more than a few million dollars worth of incremental revenue over a solitary season in greater than before on-site activities and rebooking vacations for the following year.
Browse Program
Purpose: One of the best ways to know what your customers are interested in is to review their browsing behavior on your Web site. Capturing this “in market” interest with your Web analytics tool and using it to drive automated e-mail programs is one of the best e-mail moneymakers.
Benefit: A sports apparel company’s browse e-mail program generate 10 times the revenue per e-mail of their batch newsletter e-mails.
Special-Occasion Reminder Program
Purpose: These are triggered by dates your subscribers list in their profile for events such as birthdays or anniversary. At a set time before the date, send out a prompt e-mail with appropriate product recommendation or incentives, and personalize with copy and images that reflect the event.
Benefit: A jewelry retailer send out a customized birthday communication featuring the current month’s birthstone. These campaigns produce two times more revenue per e-mail.
In-Stock Notifications
Purpose: Retain user interest in out-of-stock items with this e-mail program. Marketers should include a sign-up link on the product detail page when an item is out of stock. A triggered message goes out to all users when the item comes back in stock.
Benefit: A area of expertise retailer was able to change over 30 percent of requesters to pay for after the items came back in stock.
Automated Refill-Reminder Service
Purpose: This e-mail program tracks the usual product-consumption cycle and sends timely reminders to stock up. It can also build on past purchases by recommending similar styles and upsell by introducing premium versions of the same products, or similar products other customers bought.
Benefit: An apparel company launched a replacement program on 30 styles based on order history, returns data, inventory levels, and manufactured goods ranking. The result was a program with CTRs two to three times better than all-purpose newsletter e-mails and conversion rates 10 percent better than targeted labors.