#monetatesummit

Dave Moore, Product Manager Engage

@davidclarkmoore

Personalizing Your Triggered Emails

Use triggered emails to promote your brand and make relevant offers

Triggered

Welcome, Thanks

Transactional (bills, recipes, confirmations)

Post-Purchase (survey, reviews)Date TriggeredAbandoned Conversion

Support

Behavioral triggered

Activation

(e.g. How to use the product)

A Business-as-Usual Problem

Active List Size of 500,000 Addresses

200 Marketing Sends/Year

Unsubscribe @ 0.25% from each blast

500,000 * (200 * 0.25%) = 250,000

Source: Epsilon

Lists have a half life

$3.00 * 250K = 750K

Immeasurable Costs

Triggered Campaigns

~49-50%

~10-11%

Open Rates

Click-Through

Source: Epsilon

• In ’13, triggered messages accounted for 3.5% of total email volume, (2.6% increase YOY).

• Triggered message open rates were 72.6% higher than BAU messages in Q2 2013

Why Personalize Triggered?• Customers are increasingly experiencing your brand through triggered emails

– Higher Opens, Higher Clicks, Growth in Triggered Sends

• We want to deepen the relationship – Chase CLTV and develop Brand Advocates

• Competition is getting closer – Triggered is becoming more prevalent

“When the Marketer and the Customer know each other, but are not together”

Recent Behavior Current Context On-Site Consistency

Personalize content already sent via your ESP

My Triggered Experience

The Arts

• Interest/event triggered

•Reason to act

•Missed opportunity towards cross-sell

Financial

•Build connections with your Brand

•Message around my current circumstance

•Help me succeed where possible

Travel

•Take the extra step over your competition!

•Help me find your best brand experience

Media

• I recently read about the political arena in Egypt

•Opportunity to leverage both location and device to further market

Real-Estate

•Consistency help users take action, across channels

•Should know I recently read about pre-approvals

•Expand your business, best position your offerings

•Carry that experience through on-site

B2B Tech

B2B

• Leverage recent behavior to determine industry affinity

•Avoid a poor experience, let user take action

Combine with Real-Time Testing

•No need to pre-test

•Use it when you need to at the click of a button

•Decide faster

A Way Forward

•Review your emails, define a strategy •Start small •Real-time email testing •Consistency to on-site experience •Trigger for send, personalize at open