What to Ask Before Implementing a Triggered Email Program
You’ve been digging into triggered email questions. You’ve learned the basics of triggered emails, mastered the triggered emails every retailer needs, and discovered the secrets of some really innovative triggered emails. What now? If you’re revved up to go, just ask yourself one question: is triggered email a fit for your business?
Well, I’m not going to equivocate. If you’re sending list-based marketing email, you should be sending triggered email as well. The growing ubiquity and affordability of cloud-based marketing automation platforms means the technical and cost barriers to entry have made triggered emails accessible to senders of every size—and no successful competitor is going to stand still.
That’s not to say it’s time to start throwing the switches, levers, and triggers without forethought. Triggered email is a powerful tool for nurturing customer engagement—and with great power comes great responsibility. Here are five triggered email questions you should consider before implementing your program:
- Have you optimized your existing email programs? From frequency to design, there may be ways to wring more out of your present efforts, even if you’re committed to a triggered email option.
- Who will oversee implementation? It should be a marketing responsibility, rather than IT. So make sure you have a clear understanding of who will manage the program, and give them a voice in picking the right platform to pull it off.
- Should you set frequency caps? There’s a hinge point at which a marketer’s emails can move from “informative” to “annoying.” So be sure to tread carefully here; test and re-test, as necessary. And be sure to consider the frequency generated by all your emails, not just the triggered ones: consumers certainly don’t discriminate between them.
- Do you have measurement and analytics procedures in place? There can be many adjustments involved in a triggered program. You may want to calculate how many purchases you would have gotten with versus without specific triggered emails, for instance. Or what your shopping cart retrieval rate was, and how it translated into revenue.
- How do I stand out from the competition? If others can use triggered email, they probably will. How can your branding and messaging help you? How might your sending times and trigger rules figure into this?
Turning Triggered Email Questions to Action
By putting the right information in front of that person at the right time, triggered email can garner very positive short-term outcomes while nurturing customer engagement over the long term. There are few stronger examples of win-win in email marketing. If your business depends upon customer engagement, triggered emails could be just the strategic tool you need.
What are some of best practices you’ve developed for implementing triggered email? I’d love to hear the questions you asked—and the answers that resolved them.
P.S. Do you have more triggered email questions? Check out my guide, “Getting Started with Triggered Email,” for a great introduction.