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From Simple Autoresponder Messages to Multi-Path Conversations

Event triggered messages range from very simple, one step autoresponder messages such as a welcome message that is triggered by a new signup, through a birthday or anniversary triggered message that contains a timing component linked to an actual date, to a more complex triggered message series or conversation that uses profiling and dynamic content to create highly specific multi-path messages to different segments of a list, or an advanced ETM campaign to re-engage customers or prospects who have abandoned a shopping cart or a form for example.

The following list outlines a number of uses and scenarios where triggered email conversations can be used. Keep in mind that a new conversation may be triggered from almost any customer touch point:

• External factors - website forms, shopping cart abandonment, customer service, offsite events, etc.
• Messages - email activity (opens, clicks, unsubscribe, etc.), address change, etc.
• List - subscribe or unsubscribe, profile update, etc.
• Link - specific link in email message

Types of ETM Campaigns:

• Autoresponder
• Behavioral Triggered (Message Open, Read, or Click)
• Sales Funnel/Lead nurturing
• E-Course / Educational Series
• Birthday / Anniversary Conversation
• Reservation Confirmation
• Whitepaper / Literature Funnel
• Site Registration / Welcome Conversation
• Returns
• Shipping notice
• Credit Card Expiration notice
• Promoting conferences and events - Pre-Event/ Post Event, including integrating offline event data
• Cross-Sell / Upsell
• Replenishment and subscription campaigns
• Abandonment or Re-engagement Programs - including but not limited to Shopping cart abandonment, forms abandonment, link and click abandonment, web page abandonment
• Shipping Confirmation
• New content alert- ETM as RSS - when you load new info on your web site or blog, etc.
• Membership and product renewal campaigns