Proof that ETM Works
Insurance company Allstate shared their results using triggered messaging at the 2009 MarketingSherpa Email Summit. John Heidrich and Joe Nettum from Allstate described how their team was moving toward a triggered email strategy tied to major customer events, such as policy purchases, renewals, claims filing and payments.
MarketingSherpa reported, "They compared results from a campaign to encourage customers to sign up for an online account service system. One set of messages was sent batch-style to the entire list, and another set was sent to new customers, triggered by policy purchases:
- Open rates for the triggered email messages increased 84 percent over the batch messages.
- Click-through rates for the triggered email messages increased 32 percent.
Clearly, triggered messages produce results. Allstate's triggered campaigns boasted a 42 percent open rate compared to a 20 percent open rate for standard campaigns.
Automated triggered message campaigns or conversations are making it much easier and faster for businesses to deliver relevant messages and to engage subscribers from the moment they connect with a business. ETM enables businesses to automate customer engagement and manage increasingly sophisticated email campaigns - thereby maximizing demand for products and services while reducing the number of person hours involved.
Best of all user friendly, affordable, fully-featured event triggered messaging solutions are now within reach of all businesses, leaving few excuses or reasons for those email marketers still tied to their batch and blast methods, or struggling to manually track and orchestrate one-to-one marketing strategies.