12 Tactics on Using Triggered Emails to Drive Conversion

Automated emails are a tricky business – they can be a bit of an oxymoron, even. While the term “automated” may convey the idea of simplicity and minimal time commitment, the reality is that setting up such a communication chain can be a time consuming practice in itself. But that pre-planning and setup work can really pay off if you end up using trigger-based emails to your advantage. Put the time in to set up a well-worded, artfully crafted automated campaign, and you’re nearly guaranteed to increase conversions on your site.

Our friends over at Marketing Sherpa have compiled a very useful report on how to use automated emails to increase conversion rates, and we want to share that info with you. The report details why the initial email in a trigger-based chain is so important, how to guide prospects through a multi-step process, ways to use urgency and exclusivity to drive action and outlines tips for avoiding email overload. Here’s a preview of the tactics, and for the full report, you can click here.

1. Pay attention to the initial email.
Welcome emails are one of the most common automated messages. This first impression email is critical to keeping your customers engaged and active as your trigger messages hit their inbox. Don’t underestimate the potential impact this message.

2. Establish goals for each email.

3. Follow good email etiquette.
Make sure your opt-out and unsubscribe directions are easy to spot and be sure to remove those contacts from your list before they risk receiving another email in the series.

4. Let use behavior serve as a trigger.
Some trigger based emails can be sent based on user behavior, such as a customer opening a specific email and visiting a related landing page.

For the rest of the tips, click here and read Marketing Sherpa’s comprehensive report, which also features some examples from retailers like Gamersfirst and BirkenstockCentral.com.

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