by James MetzgerHow to Increase Sales in Email Marketing with Triggered Emails
In this blog post, we’ll explore the effectiveness of triggered emails and provide tips for creating successful campaigns that increase your revenue from your current website traffic and clients, ultimately helping you increase sales in email marketing. Are you making the most of your email marketing strategy? If you’re not utilizing triggered emails to increase sales in email marketing, you could be missing out on a significant opportunity to connect with your audience. In this blog post, we’ll explore the effectiveness of triggered emails and provide tips for creating successful campaigns that increase your revenue from your current website traffic and clients.
What are Triggered Emails and How They Can Increase Sales In Your Email Marketing Strategy?
Automated triggered emails send personalized messages to customers based on specific actions they take or states they’re in, such as abandoning their shopping cart or showing a lack of engagement. By identifying the right triggers, personalizing your messages, and using strategic design, you can create compelling campaigns that drive conversions.
Types of Triggered Emails: Boosting Sales through Personalization
Some of the different types of triggered emails include:
- Cart abandonment reminders
- Re-engagement emails
- Cross-selling recommendations
- Birthday or anniversary emails
- Post-purchase follow-ups
The possibilities are endless, and the key is to tailor your messages to your audience’s needs and interests.
Why Triggered Emails Can Be So Effective in Driving Revenue
Highly targeted and personalized triggered emails can increase open rates and engagement, ultimately helping you increase sales in email marketing. A study on triggered emails found that personalized subject lines, such as including the customer’s name, can significantly increase open rates. Triggered messages had higher open and click-through rates compared to traditional emails. The study also found that browsing abandonment-triggered emails can increase sales, especially in the online channel and in the triggered category.
Highly Targeted
Triggered emails are based on specific actions or states of your customers, which means they’re highly relevant to their needs and interests.
Personalized
You can personalize triggered emails with the customer’s name, browsing history, and other relevant information. Personalization can help increase open rates and engagement.
Automated
Automated triggered emails send personalized messages to customers based on specific actions or states they’re in, such as abandoning their shopping cart or showing a lack of engagement.
Timely
Automated, personalized, and timely triggered emails encourage potential customers to engage with your brand and take action, helping to increase sales and loyalty.
See a case study from Shopify on how triggered emails helped a store recover $100,000 in lost sales.
A Study on Triggered Emails and How They Can Help Increase Sales
Open Email Rates for Two Different Subject Lines: Improving Email Engagement and Conversion Rates
A study conducted on triggered emails evaluated the open email rates for two different subject lines. Although both subject lines contained the specific types of products the customer was browsing, only one included their name, highlighting the importance of personalization in email marketing. The results showed that subject lines containing the customer’s name had significantly higher open rates (p-value = 025; Sahni, Wheeler, and Chintagunta, 2018).
SUBJECT LINE 1: Find the [product] you are looking for
—————————
SUBJECT LINE 2: [Customer name], find the [product] you are looking for
Subject line 1 has an open rate of 44%, and subject line 2 has an open rate of 54%, confirming that, in the context of behavioural emailing, subject lines containing the customer’s name have significantly higher open rates.
Comparison Between Triggered Email & Traditional Emails: How Triggered Emails Drive Revenue Growth
The study also compared triggered emails to traditional emails and found that triggered messages had 19% higher open rates and 11% higher click-through rates compared to traditional emails. Additionally, the study found that browsing abandonment-triggered emails can increase sales, especially in the online channel and in the triggered category.
The researchers identified many customers who had recently browsed the website of a multichannel retailer but had abandoned the process before making a purchase.
Approximately half of the sample was randomly selected to receive automated emails with different configurations.
| TRIGGERED EMAIL | DESCRIPTION |
|---|---|
| Confirmation | The objective is to welcome or thank a customer for a particular action performed on the website. |
| Order Status | These act as a follow-up to customer purchases or processes initiated on the website, providing information on the state of their transactions. |
| Personal Events | These are personal emails based on customer information, for example, sending birthday or anniversary greetings. |
| Cart & Browse Abandonment | The objective is to incentivize the customer to complete a transaction that was started in their previous session. |
| Cross Sell Recommendation | These are emails with product recommendations based on the client’s recent purchases. |
| Reorder | These are emails reminding the customers that they need to reorder a product. These are only valid for some product categories, which need to be bought regularly. |
| Reengagement | The objective is to encourage clients who have not visited the website or purchased recently to do so. |
Example of the Experimental Triggered Email Template
Designing Your Triggered Email Campaign: Crafting Effective Emails that Drive Sales
So, how do you design a successful triggered email campaign? Here are a few tips:
- Identify the right triggers. The first step is to identify the triggers that are most relevant to your audience. For example, if you run an e-commerce store, cart abandonment reminders and cross-selling recommendations might be good triggers to start with.
- Personalize your messages: Use the customer’s name, browsing history, and other relevant information to personalize your messages. This can help increase engagement and conversions.
- Use strategic design: Use compelling imagery, clear calls-to-action, and strategic placement of product recommendations to drive conversions and ultimately increase sales in email marketing. As the study mentioned earlier found, recommendations of the most popular products delivered earlier in the email sequence were associated with more significant revenue.
- Test and iterate: Don’t be afraid to experiment with different subject lines, messaging, and design elements. Use A/B testing to see what works best for your audience and iterate based on the results. The more you test and refine your triggered email
How to Get Started with Triggered Emails for Increased Revenue
Ready to get started with triggered emails? Here are a few steps to help you get started:
Identify Your Triggers: Recognizing the Best Opportunities to Increase Email Marketing Sales
Think about the different actions or states your customers can be in that would warrant a triggered email. This could include cart abandonment, browsing history, post-purchase follow-ups, and more.
Set Up Your Email Automation: Streamlining Your Marketing Efforts to Drive Sales
Once you’ve identified your triggers, it’s time to set up your email automation. There are many different email marketing platforms available that offer triggered email automation, such as Mailchimp, Campaign Monitor, and ActiveCampaign.
Personalize Your Messages: Customizing Emails for Increased Sales Potential
Use the customer’s name, browsing history, and other relevant information to personalize your messages. This can help increase engagement and conversions.
Design Your Email Templates: Enhancing Email Design for Improved Sales
Use compelling imagery, clear calls-to-action, and strategic placement of product recommendations to drive conversions.
Test and Iterate: Refining Your Email Campaigns for Optimal Sales Performance
Use A/B testing to see what works best for your audience and iterate based on the results.
If you are looking for some email marketing platforms try this list from HubSpot.
Conclusion
Triggered emails can be a highly effective way to connect with your audience and boost your sales. By identifying the right triggers, personalizing your messages, and using strategic design, you can create compelling triggered email campaigns that help you increase your revenue from your current website traffic and clients. Remember to test and iterate your campaigns to optimize them for your audience. If you need help setting up your triggered email campaigns, contact Aspire Marketing, and our team of experts will be happy to help you out!
