Trigger mails - communicate along the customer journeyAutomation and personal approach at the right time
Most people are probably familiar with this situation: You browse through an online shop and may already have put something in your shopping cart, but then decide against completing the purchase process. Maybe you want to compare if there are cheaper items available somewhere, or the purchase should be continued at a later date. A short time later you will receive an email from this same online shop reminding you that there is still something in your shopping basket. Sometimes there is also a voucher in addition. At this point we talk about trigger mails.
Trigger mails are an integral part of e-mail marketing. These are mailings that are sent to the appropriate recipient on a specific occasion. They are therefore fundamentally different from regular newsletters. With the dispatch time adapted to a specific event and the appropriate content, a higher response rate is targeted. Trigger mails are therefore a good supplement to general newsletters, as they are more personal, accompany current processes and bring your company back to the customer’s mind. Trigger mails are also a good instrument to accompany the recipient along the customer journey, support him or her and strengthen customer loyalty.
These advantages bring trigger mails
- A clear advantage with trigger mails is the automation that comes with them. The larger the customer base and the product range, the more important automated processes are. These ensure the continuous “care” of the customer and the necessary customer loyalty along the customer journey.
- Another major advantage of automation is the associated time savings (and minimization of error possibilities).
- Because the mails are preceded by a specific event, they are perfectly matched to the current needs of the individual recipient and thus achieve a high degree of personalization.
- In contrast to newsletters, correctly used trigger mails have a much higher relevance. This is because the notification arrives exactly when it is expected to receive the most attention.
- Due to the targeted approach, trigger mails also generate higher opening and click rates.
Possible applications for trigger mails
In addition to the abandoned cart emails described above, there are plenty of other applications for trigger mails. In the following we have listed the most important areas of application for you. Depending on the industry, however, other processes can also be controlled and accompanied with the help of trigger mails.
Greeting and welcome campaigns are more than just a nice attention. Depending on what your business area is, they may contain, for example, more detailed information, special offers for new customers or an overview of possible services. This is a good place to set up a bite by bite, multi-stage campaign. The aim is of course to bind and develop the new recipient/customer as quickly as possible.
These are now expected by most customers, as they know that the action carried out was successful and that the associated process was initiated. Typical service mails are e.g. purchase and dispatch confirmations, but also confirmations for inquiries, appointments or data changes. Service mails can also include reminder mails that remind the recipient of an upcoming event or appointment and, at best, contain additional information, such as travel information, admission or any necessary preparations.
These trigger mails take the behaviour of your visitors on your own website as a starting point. For example, if a visitor was looking for green sneakers and also looked at some models, preferably several times, he will receive a personalized newsletter. In this newsletter the surfing behaviour is taken up and the last viewed products or similar are offered. In the best case, you also point out if the price of a previously viewed product has changed. Which can be an additional reason to buy for one or the other. Behaviour-related mails can also include the previously mentioned abandoned cart emails, for whom a mail is triggered due to their not completed purchase process.
Trigger mails should not only be used to increase sales, but also for customer retention. A common example are birthday mails or customer anniversaries. In these cases, a personal approach is made, preferably with a personalised picture and usually in conjunction with a voucher. The customer is thus shown appreciation and interest and who is not happy about a small gift.
These serve to revive enthusiasm for one’s own products and/or services among supposedly “believed dead” recipients, so-called sleepers. Reactivation emails should include special offers with high relevance, because it is much cheaper to reactivate a customer than to win a new customer. The reactivation process can be created as a multi-stage campaign. For example, a six-month inactivity period will result in a newsletter with special offers containing products from categories that were previously particularly exciting for the recipient. In the next stage, after a year without purchase, the reactivation mail is supplemented by a voucher. In the next three months two more mails with vouchers will be sent. If the recipient still does not respond, an attempt can be made to continue the reactivation via other channels.
In order to increase satisfaction and thus the probability of reuse, after-sales campaigns are recommended. This can start with thank you emails for special purchases. For simple purchases or services, it is also advisable to send an email asking the recipient to evaluate the performance, product or service a few days after the purchase. The next step is to send upselling or cross-selling mails that match the purchase already made. Especially with premium products, campaigns of any size are possible and the Customer Journey can be extended with this. Think of buying a car, for example, there is enough potential for complementary products and services. No matter if it is the winter tyres or a reminder for the next inspection. In addition to customer loyalty, you will also strengthen the sale of additional products and services.
Requirements for the use of trigger mails
The basic requirement for the use of trigger mails is a professional email marketing tool. To be able to create action-based mailings, you need on the one hand a profile enrichment in the e-mail tool and on the other hand interfaces to your CRM, shop system and possibly other tools. For this, the recipient must give his consent to opening and link tracking as well as website tracking. Service mails are not affected by this.
Trigger mails and newsletter
Even if trigger mails are much more promising than normal newsletters, it is, as with many things, always a question of scale. For example, very few recipients want new product recommendations every day based on their last search. It is also an advantage not to rely only on trigger mails, because if a customer is only recommended what he is supposed to be interested in, it quickly becomes boring. A newsletter in between can be quite stimulating.
If you need help with the implementation of trigger campaigns, we are at your disposal!
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