Studies have shown that well-developed and well-placed triggered or transactional emails can markedly increase revenue generation with an existing customer or prospect contact database. More importantly, however, these types of email messages enhance the brand experience that recipients encounter, resulting in better loyalty and retention in the long-run. We’ve briefly talked about this effect in the post “Top 10 Tips in Creating Excellent Transactional Emails for B2B Marketing Purposes” and now, we’ll delve deeper and examine why this is the case.
While triggered emails have contributed additional revenues amounting to approximately $3 million according to data released by Jupiter Research, other studies point out that as much as 26% of B2B email marketing campaigns rely on some form of transactional emails to boost branding as well. Despite being significantly automated, email marketers see triggered emails as a branding tool because, if properly implemented, these messages:
1. Show timeliness and relevance.
Transactional emails are sent to recipients in response to specific actions (or lack thereof) on their part. As such, triggered emails carry a higher level of relevance and appeal to readers and their needs at particular points in time. This effect is evidenced by the relatively higher open and click-through rates that transactional emails generate.
2. Take personalization to new levels.
Excellent transactional emails go beyond simply merging the names and credentials of recipients into email templates. Triggered emails actually consider the situation at hand and the behavior exhibited by a particular contact in a targeted sales lead database or in an existing customer list. This makes personalization even more accurate and granular.
3. Provide additional points of engagement.
The concept of lead nurturing requires constantly staying in touch with prospects and customers throughout the buying cycle and beyond. With triggered emails, you’re communicating with readers multiple times and exactly when they’re anticipating to hear from you. This creates better credibility which ultimately leads to trust and loyalty, going forward.
4. Typically have value-added features.
Good transactional emails deliver value to recipients in a list of sales prospects or current clients by offering more choices, information, and solutions. Triggered emails can be thought of as extensions of your normal email conversations into more event-specific topics and offers coming from you. Most transactional emails center on helping clients or leads make the most of their exploration and/or purchase.
5. Are more selective than broadcast types.
A well-run transactional email campaign carefully considers which specific events constitute legitimate triggers. While prospect/customer interactions generate huge amounts of data, not every scenario can be labeled as a trigger for sending transactional emails. As such, an excellent triggered email campaign is highly selective and doesn’t fill recipients’ inboxes with useless clutter as much as indiscriminate or broadcast email campaigns do.
6. Provide more data points for testing.
As mentioned in some of the previous items, transactional emails are based on interactions with customers or prospects that, in turn, give comparatively vast amounts of data. This allows the astute email marketer to carry out more accurate measurements and derive smarter insights on recipient behavior, preferences, and potential.
Triggered emails, by no means, deliver the silver bullet that many email marketers frustratingly seek. In fact, there are no magical silver bullets in email marketing. Transactional emails should only form one part of the broader email marketing strategy which, in turn, should be part of a bigger marketing plan. Although they may show some promising potentials, triggered emails can’t function all by themselves.
How do you make use of triggered emails in your campaign?