Use Triggered Email Messages to Engage Customers and Keep Them
By Megan Ouellet, Director of Marketing for Listrak
June 22, 2009
It is by now widely understood that sending relevant content to the right person at the right time maximizes response rates and minimizes unsubscribes. Simple to say, but not so simple to achieve without automated technology.
Use of event triggered messaging (ETM) or automatic triggered emails can have a direct impact on bottom line cost reduction and top line growth. And with Forrester Research predicting spending on email marketing to grow at a compound annual rate of 11 percent, to reach $2 billion by 2014, email marketing automation is something every business should be embracing in order to maintain a competitive foothold in the market. Forrester added that unless email marketers increase message relevancy they will waste millions of dollars on messages and campaigns that are destined to be deleted or wind up in junk folders.
More and more email marketers are moving toward a triggered email strategy tied to subscriber behavior, such as subscription signups, renewals, event registration, purchases, and shopping cart abandonment, to name just some of the uses for triggered messages.
Listrak, an innovator in the email marketing industry and the email service partner to companies like The Islands of the Bahamas, Hitachi, and Motorola, has published the following white paper to explain what event triggered messaging is and provide examples of how organizations can automate specific campaigns to increase the relevancy of their messages.
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