How to Use Triggered Emails for Customer Conversion
Ever since they were first created, emails have been employed as a reliable marketing technique. The versatility of email functionalities means that they can be used for various purposes- newsletters, re-engagement emails and lead nurturing emails being few examples. Triggered emails are an extremely useful form of automated marketing emails. They work differently from the usual emails and deliver exceptional results. Our digital marketing team at Perth explains how you can use trigger emails for customer conversion.
What Are Triggered Emails?
Triggered emails are a form of email marketing where the email is initiated or triggered by a particular action of the customer. The content of the emails is made ahead of time and sent out at different stages of a customer’s interaction with a brand. With reported click-through rates of 50% and a purchase completion rate of 45%, triggered email has been proven to be a very effective marketing tool.
Triggered Emails v/s Marketing Emails
Triggered emails are slightly different from marketing emails in that they’re not limited to just marketing a product or an offer. The purpose of triggered emails is to inform and reassure the customer, thereby creating a bond between your brand and your customer.
They also serve as order confirmations, email receipts and password reset options.
Triggered emails are a beneficial addition to automated campaigns. They can deliver curated content to your customer based on particular ‘trigger’ as they navigate through your services.
Triggered Emails For Customer Conversion
Website visitors aren’t always synonymous with customers. Most of the time, people browse through products on a website and leave with the intention of purchasing later. However, the contact between your brand and the customer is lost once they leave the website. Triggered emails are an effective way to combat this situation.
When created in accordance with your business needs, triggered emails become powerful marketing tools. They act as functional reminders and makes the visitor-customer conversion much simpler and faster.
Here are some ways to use triggered emails for customer conversion.
1. Welcome Emails
Welcome emails are sent when a customer subscribes to your brand. These emails act as an introductory medium between a brand and its customer. It is necessary to design it in a thoughtful way to make it work, as first impressions last longer and stronger.
Welcome emails usually contain:
- A thank you message for choosing your services/ products
- Brief introduction about the brand
- Your journey as a brand and as a business
- What your brand represents
- A personal note to build a bond between your customer and your brand
2. Onboarding Emails
Onboarding emails are triggered a little while after signing up for your services. They aim to help the customers navigate your websites and services easily.
Generally, onboarding emails require the customers to interact and let you know about their expectations from your brand so they can be directed to the right path. The feedback you receive from such mails can help build an effective strategy for automated campaigns.
3. Early Activation Emails
Early activation emails are targeted at users who signed up for your service but do not engage right away. These emails are designed to tempt the user into action, a tiny push to make the customer explore more of your products. When used correctly, early activation emails can be used to generate interest and engagement from customers.
Since they aim to build the customer’s interest, these emails should always be brief and to the point. Let them know what services/products you can provide for them. Make the language friendly and, if possible, make the content personalised and unique for each customer.
4. Reactivation Emails
Reactivation emails, as the name suggests, are aimed at engaging customers who were previously active and seemed to have dropped off. It is a great tactic to generate revenue as customers who had used your services previously are likely to purchase again as trust has already been established.
Reactivation emails help retain customers by creating a sense of being valued and thought of by the brand. Remind them of the services they had enjoyed. Provide an option to connect with your brand again.
5. Re-marketing Emails
These are emails that market a certain product or category based on the customer’s shopping behaviours. They can also be aimed at customers who abandoned a product halfway. Since these emails are customised to suit the customer’s needs, they greatly increase the chance of a purchase.
6. Transactional Emails
Order confirmation, delivery details, delivery feedback- emails triggered for these functions are called transactional emails in general. These emails usually contain all the information about a transaction- the product/service selected, the cost, customer details and help desk options to reach in case any problems occur.
Transactional emails have the highest click-through rate. They can be used as a way to boost sales by offering benefits if the purchase activity is shared on social media platforms or with friends. They play a key role in building customer relations in new-age app-based businesses.
7. Personal Emails
Emails can be sent out on birthdays and anniversaries. Thanking the customers for using your services for so long would help build a stronger bond between your brand and customers. Event-based emails can be triggered to the customers. Letting them know of discounts and special offers via mail would motivate them to check out your services promptly.
Click through rate – The number of people who click a particular link in an ad or website versus the number of
viewers of the page.
Conversion – The process of turning a potential buyer into a paying customer.