#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
Financial
•Build connections with your Brand
•Message around my current circumstance
•Help me succeed where possible
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
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
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