Businesses send out many emails to their clients and are often looking for ways to improve their service or personalize the correspondence. Automated or triggered emails help companies tailor their messages to the consumer at specific, predetermined times. These emails are sent when a particular event occurs on your website, which triggers the emails. The relevance to these events in the triggered emails provides the shoppers with the illusion of a personal touch, which gives a more positive customer experience. If you’re looking to include triggered emails in your business plan, here are some tips for implementing this tool effectively.
What are Triggered Emails?
Triggered emails are activated by specific actions taken by your website visitors. This process is often referred to as behavioral marketing automation due to allowing marketers to send automated messages based on website users’ behavior. These emails are a fantastic tool and are well received by the recipient due to their timing and relevant nature.
Triggered emails are a vital part of every marketing strategy. Due to the sophisticated targeting, it is a crucial step in developing customer trust. These automated emails also provide companies with more time to focus on other important tasks as they assist with sending out invoices or confirmation emails when visitors make purchases; this allows you and your team to be more efficient with your time and utilize resources more wisely.
Difference Between Triggered and Marketing Emails
Although triggered emails can be used for upselling, their ultimate goal is to reassure customers that processes have been started or completed in regards to orders or queries. In contrast, marketing emails are designed to promote products and direct the readers back to the website to make purchases.
What Makes Triggered Emails Efficient?
The main reason the triggered emails are so efficient and effective is due to the recipients expecting the correspondence to hit their inboxes. When a website user subscribes, makes a purchase or begins a download, they assume they will receive an email to reassure them about the steps in the process; this is why every business needs to implement triggered email. When a customer doesn’t receive these emails, they may think something went wrong with the process and contact your business directly to get an update on what is happening. If a consumer doesn’t receive a triggered email, it can cause undue stress during their customer experience, and it can also add pressure on your customer service team.
Benefits To Using Triggered Emails
There are many benefits to triggered emails, but the top reason is ensuring that your customers are informed promptly when they are interacting with your website. This reassures them that you are a professional and reputable company and that you care about them. Customers that feel you care are more likely to remain loyal to your business, and triggered emails can be used to encourage further engagement when a user has been inactive for a period of time.
Triggered emails can also nurture leads when a prospective client activates an event even if they’re not sure if they want to buy yet by providing them with the relevant information they need to make an informed decision.
A fantastic benefit of triggered email is that it reduces the time your staff will spend on operational and repetitive tasks. By automating the processes surrounding specific events that often occur on your website, your employees will have more time to focus on their other work.
Turning Leads Into Customers
Every business has people visiting their website that aren’t ready to make purchases. They could be browsing your site for several reasons, such as boredom, or they came with the intention of buying but had to step away without checking out. It’s also possible that your website visitors are comparing your products against your competitors; whatever the reason, you still have a chance to convert them from leads into customers.
In order to successfully convert leads into customers, you need to consider your nurturing strategy. Optimize the emails triggered when a customer leaves their shopping cart full but doesn’t check out so they can pick up where they left off, or if visitors spent time looking at specific products, trigger informative emails that give more details about the merchandise. Once the recipient is ready to make a purchase, they’ll remember your company from the positive experience they had when they received your onboarding emails.
Personalizing Triggered Emails
Before you begin developing your triggered emails to follow a specific set of assumptions, consider gaining more information when a visitor subscribes to your emails. Asking a series of short questions such as name and occupation in the subscription process can allow you to develop triggered emails that tailor their content to the recipient. This added touch provides consumers with a memorable moment with your business which leads to a positive customer experience and a higher chance of future engagement.
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