presentation 27

Behavioral Email Marketing

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Why are Triggered Messages Effective?

• Econsultancy reports that triggered email open rates are four times higher than newsletters. And the Direct Marketing Association reported 125% higher click-through rates. Our own data on sales uplift presented below shows a 12% increase in revenue.

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• The reason for their effectiveness is simple. It’s an example of how marketing works better when the audience is engaged – as all those marketer who link their brand with topical events know well.

• Real-time triggered emails get good results because they respond to subscriber actions and are relevant to them, so they benefit from current high engagement. Whereas routine marketing emails can be more like interruptions and are sometimes rejected as irrelevant.

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The options for event-triggered emails in retail

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Browse Abandonment

Emails.Sent to people who have looked at products, but not put anything in their cart. Acts as a reminder and an automatic bookmark so they come back to your site to look again.

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Cart Abandonment EmailsSent to people who have put products in the cart but not purchased. A strong indicator of intent to purchase, and provides an easy way for shoppers to complete the purchase.

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Welcome emailsIntroduce the product and explain its details. Is there online documentation? What are the obvious upsell possibilities bulk email server SMTP

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Onboarding sequence

You need customers to *use* your product, so they will buy more stuff, so send several emails containing hints and tips.

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Count-down emails, due date, or

replenishment reminders.

Similar content to welcome emails, but sent shortly before the product is due (e.g. for flights, holidays, pre-orders) or expected to need re-purchasing

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Bookmarkinga shopper for a complex product such as a holiday or insurance policy can request an emailed copy of their current choice, so that they can return to it later.

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Request for ReviewsThis is the rare example where a long delay is good, because you wantunhappy customers to have disengaged so they won’t open the email.

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Thank You!!!

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