Home  › Email › Email Marketing

Using Triggered Messages to Advance Effectiveness and Efficiency

  |  March 26, 2012   |  Comments

A retailer case study on triggered messaging.

The production process of sending an email marketing message out is predictable, typically following the same process each time a mailing is put together. While this production process is the norm, fewer marketers embrace triggered or automated messages.

The benefit of triggered messaging is that the marketer can build a program once, tie that offer or message to specific customer behaviors, and let the automation take over. Since the program is built once and used in a repeatable persistent manner, it creates efficiency. Additionally, when combined with monitoring and optimization, these programs can advance the effectiveness of mailings by improving click and conversion rates. Examples of triggered campaigns include welcome messages, cart abandonment programs, and inventory in-stock reminders.

I recently spoke at All About Email Live where ESP Listrak and footwear retailer The PSNE Group presented the benefits of implementing triggered messages. The PSNE Group's use of these email programs was so effective that the overall revenue contribution driven by email grew from 5 percent to 18 percent, allowing the retailer to cut back on its printed catalogs and paid search spending.

The PSNE Group implemented a welcome series of emails to both improve inbox placement and engagement and accelerate the sales cycle. The company tested several incentive offers in these welcome messages and found that offering free socks for orders of $50 dollars or more worked better than a percentage off offer. These welcome series were so effective that the company also applied a similar treatment to subscribers that had just made purchases. These messages had high open rates of 50 percent, click-through rates of 10 percent, and a 7 percent conversion rate. Impressive numbers that indicate when the subscriber is interacting with your brand online, they are primed to engage at a higher rate. Using event-driven behaviors such as site registration and purchase confirmations makes these programs rather easy to implement.

Abandon cart messages. These programs are a must for any online retailer or firm with an online application process. The PSNE Group tested the optimal time of how soon to send these messages after a cart is abandoned. For its subscribers it found three hours was the optimal amount of time to optimize click rates, conversion rates, and average order value. It used a large call to action in the email creative to drive the subscriber back into the shopping cart to finish the purchase. These programs have been producing an 18 percent conversion rate, and when the retailer added a discount offer to incentivize the subscriber, the conversion rates improved to 21 percent.

With some testing and tinkering, these programs can add immediate bottom line value to your program. Give triggered messaging a try and capture customers' conversions when they are interacting with your website.

Until next time,



ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!


David Daniels

For more than 20 years, David has been an industry proponent. Direct Magazine said David is "one of the most influential experts in email marketing, if not the most influential." Co-author of "Email Marketing An Hour A Day," David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam, and retailers that dotted the early days of CompuServe. David advises many industry organizations including the OTA, DMA, eec, and has been a contributor to the Weekend Today Show on NBC. Learn more about connected marketing and download free research with registration here. Follow David on Twitter @emaildaniels and learn more at www.relevancygroup.com.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Email newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.



    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...
    • Technical Project Manager
      Technical Project Manager (Agora Inc.) - BaltimorePublishing Services, a subsidiary of Agora Publishing in Baltimore, MD is looking for a great...
    • Financial Research Associate
      Financial Research Associate (Confidential) - BaltimoreThe Financial Research Associate will be responsible for responding to research-level customer...