Trigger mailing in modern marketing

Marketing plays a key role in the stable development of modern business, achieving goals, helps to satisfy the needs and demands of the target audience, stand out from the competition, and ensure the most stable sales and income. A properly built strategy is also about ensuring good brand recognition in the market, forming a loyal audience, building long-term and mutually beneficial relationships. All this is the basis for sustainable business development.

But in implementation, everything is not as simple as it seems to many at first glance. To build a working strategy, you need to understand the needs and demands of your customers. That is, it is important for you to collect all the information about the target audience, because this is the only way to offer them the most relevant products or services. It is also important to think about how you can stand out from the competition, demonstrate your own advantages to the audience. And it is also very important to learn how to adapt to market changes, conduct active work aimed at building a loyal audience, thereby increasing your own profits.

To implement such ideas, modern marketing has quite a lot of tools at its disposal. We will now dwell on one of them in more detail. In particular, we are talking about such an option as trigger mailing. Now we will consider in detail what it is, what advantages it has. We will tell you who will benefit from using trigger mailing in their work. We will describe the main types, their features. We will highlight the key differences between trigger mailings and classic transactional ones and suggest what points you should pay attention to when analyzing the effectiveness of the launched work. The information provided will allow you to use this technique in your own practice, thereby increasing business efficiency and ensuring stability in the market.

What are trigger emails?

At their core, trigger emails are the same e-mailing. But they will be sent automatically in response to a particular user action, event, be it registration on the site, purchase of a product or order of a service, subscriber's birthday, etc. In practice, welcome, congratulatory, reactivation emails, messages containing information about abandoned carts are most often used.

Today, trigger mailing is widely used as a tool for automating the sending of messages. You will need to create a corresponding scenario of letters for a particular event once, after which the system itself will send them when the corresponding action occurs on the part of the user. Modern marketers quite actively use these works in practice, since they require minimal efforts on their part, but the efficiency is quite high.

The main advantages of trigger mailings

If you are just planning to use trigger mailings in your work, then you need to initially make sure of the more than significant advantages of this solution:

• Automatic mailing. You will only need to make the appropriate settings once, so that in the future everything will work in a fully automatic mode in response to the appearance of triggers. This is what can significantly save both the time of marketers and their physical resources.
• High personalization rates. The fact is that such mailings will be addressed to a specific user. Moreover, they are a response to the action taken by him, which means they will correspond to interests. In practice, we get good results from such mailings. Some studies in the field of email marketing have shown that for every $1 invested, there is an average of $80 profit. You must admit, these figures are quite impressive.
• Good open rate. One of the most serious problems that classic email newsletters face today is low open rates. That is, people who receive a letter simply ignore it, without even studying all the information it contains, without assessing the benefits and advantages for themselves. But this is not true for trigger mailings. Studies have shown that they are opened approximately 3 times more often than regular marketing letters. Also, such a mailing is opened on average by every third user who receives it, and on average 10% of them click on links. Other letter formats do not receive such figures in practice. For comparison, regular mass mailings are opened on average by every 7th subscriber, and the unique click rate from delivered letters will be 2-4% at best, and in most cases it will be 1-2%. Good open rates are observed for so-called welcome messages. These are the letters that will be sent to the user immediately after he subscribes to receive notifications from your company. Here, the open rate is consistently in the range of 40-50%. At the same time, the clicks will also be quite high, up to 12%.
• Significant help in retaining the attention of a potential client, reviving the interest of regular customers, as well as motivation to move up the sales funnel. You will constantly remind the audience about yourself, your products, services, and unobtrusively, in response to their own actions. This means that your business will be constantly on the lips of the audience and people will return to you with orders again and again.
• Ensuring excellent communication with subscribers. Alternatively, you can launch them in order to learn as much useful and interesting information about your audience as possible, to increase interest from potential buyers. You will also be able to maintain stable communication with regular customers, remind them of certain important events taking place in your business, provide up-to-date information about your products and services. And trigger mailing is also great for attracting potential customers and returning those who have already placed orders with you.

As you can see, we are dealing with a fairly useful marketing tool, which means that many representatives of modern business should think about using it.

Directions where trigger mailing will be especially useful

If you look more globally, then trigger letters in your practice will be useful for absolutely any business. This is the solution that will allow you to respond to user actions as quickly and, what is very important, in a timely manner, offering the most relevant answers to their requests. In this way, you will unobtrusively involve a potential buyer in the sales funnel, demonstrating your competence to him systematically moving towards placing an order. But still, here we can highlight a number of areas where trigger mailings are absolutely indispensable if you want to ensure stable and effective development of your business:

1. Online stores, regardless of the size and category of the products offered. Here, you can use such a mailing to launch greetings to new customers, send selections of products in accordance with user interests. Reminders about abandoned carts will also work well. If any promotions or special offers are planned, then through such a mailing you can also inform your audience about them.
2. Mass media, various media. In this area, with the help of trigger mailings, you can constantly maintain the interest of readers, viewers, involve them in the discussion of certain materials. Let's assume that you posted a particular publication, a person read it, rated it, left a comment. You can send him a reaction letter containing explanations for his comments or simply gratitude for his interest, as if engaging him in further interaction. This is one of the best ways to form a loyal audience.
3. Service sector, business related to the category SaaS. With the help of trigger mailings here you can tell the target audience in as much detail as possible about your products, services, reveal the functional capabilities, features of use, emphasize the advantages and benefits of the offer that you are launching at the moment. Thanks to this, you will be able to retain a regular audience, preventing its outflow, and also motivate new customers to place orders.

Let us repeat that the scope of use of trigger mailings is not limited to these areas. It is widely used by various businesses to congratulate their clients on their birthdays, and business partners - on important dates and achievements in business. This is what will help to form a truly loyal audience that will enthusiastically participate in the life of your company.

Main types of trigger letters

Modern businesses use different types of trigger mailing in practice, depending on what specific target action a particular user has performed. In principle, there are different options here that take into account the specifics of your business, as well as the characteristics of the audience it is targeting. But here again, let's return to the fact that the very essence of trigger letters is the preliminary preparation of template responses to user actions, which will subsequently be sent out by the system automatically. And this means that you should have suitable messages prepared in advance for the most common triggers. In particular, the following types of such letters are distinguished:

1. Welcome.
2. Recommendations.
3. Reactivation.
4. Reminders.
5. Congratulatory.

Now we will consider in more detail each of these categories of trigger letters, we will tell you about their specifics. The information provided will allow you to prepare such a mailing, adapting it to the specifics of your own business.

Welcome trigger letters

In this case, the trigger will be the subscription of a particular user to receive a mailing list or registration on your site. That is, such messages will be sent to people who are just starting to interact with your business, getting to know it for the first time. Surely many of you have also heard how such letters are also called welcome mailings.

Your main task in this case will be to introduce a new person to your business in general, start communication with him, present your products or services in the most favorable light. In such a letter, a link to the official representative of the business or to a specific product is often added for a more detailed acquaintance. To stimulate the audience for subsequent interaction, to leave an order, a promo code or a coupon with a discount on the first purchase is often added to the welcome letter.

Approach the preparation of the welcome letter with the utmost responsibility, since it is on its basis that a person will form the first impression of your business as a whole. And it is on this that the audience's desire to interact with your business in principle will depend. To do this, use a calm and friendly tone in the letter, avoid formality, follow your brand voice, think about what exactly you can interest potential clients with literally from the first words of your letter. Let us repeat that trigger mailings are opened by quite a lot of people. And at this stage, your task is to transform a potential client into a real one, and a lot depends on the welcome message here.

Recommendatory trigger mailing

Unlike the welcome one, such a trigger mailing will already be aimed at an audience that has interacted with your business, has certain experience, preferences. When preparing a letter in this case, the client's behavioral factors are taken into account, what product categories and individual products interested him, what he has already bought, viewed. Most recommendation mailings are aimed at maintaining the audience's interest in the brand at a consistently high level, stimulating repeat purchases.

Let's say you see that a particular person has studied the catalog of your online store with tableware. Pay attention to what exactly he was interested in, what price range he was focusing on and independently select similar offers from the catalog. Who, if not you, knows your products and their quality best. Perhaps you have new products that this person has not seen yet. Add them to your selection. This way, you will remind the potential client of his desire to buy tableware, and his choice will narrow down to several really worthy items. This, in turn, will significantly increase the likelihood of placing an order.

Here is another option for using a recommendation trigger mailing. Let's say you sell children's clothing. You have a customer who recently purchased a winter down jacket for a girl. Here you can make a selection of hats, scarves, mittens or winter shoes that can complement the wardrobe of a little fashionista, create a stylish and sophisticated look, and also provide warmth and comfort even in cold weather. That is, in this case, you attract the attention of a person who has already made a purchase from you for related products.

There are many examples of letters of recommendation, but in any case, it is important to very carefully study the preferences of a particular customer. If you do not do this, then your selection may not be interesting to the person. This means that he will simply pass by your mailing list even if he opens it.

Reactivation trigger mailing list

By such a term as reactivation, we mean the ability to re-interest those subscribers who have not interacted with your letters for a fairly long period of time. There may be many reasons why a person has stopped opening your mailing list. For example, he is no longer interested in your products, he may simply forget about the company and that he has already bought something from you. Perhaps his life circumstances have changed, he is not in the mood, and he simply does not interact with messages in general, immediately sending them to the trash bin without even opening them.

That is, in this case, it is important for you to prepare a letter that is highly likely to interest a person and make him re-engage with you. And here the main task will be to attract attention literally, so to speak, from the cover. Remember that you are targeting people who have stopped opening your mailing list at all. And here the only way to interest them is to make a bright headline, for example with an offer of a big discount, a significant gift, unusual products, new products that the entire market is literally chasing after.

If you did everything correctly, but did not receive a response to such a message within a few days, then you have no choice but to remove this person from your customer base. Thanks to this, you will be able to maintain its relevance, not waste your efforts and material resources on people who are not at all interested in your product and in interacting with the company as a whole. That is, your business will focus on the audience that brings in income.

Trigger reminder emails

This format of trigger mailing is used by businesses to remind their customers about an event, an abandoned cart. Alternatively, this can be a notification about the approaching date of a particular event. But still, most often with the help of such a letter, a business reminds its potential customers about an unfinished deal and encourages them to finalize the order. For this, people are often offered additional benefits from cooperation. Alternatively, it could be a discount on a selected product, free shipping, a gift.

Research has shown that trigger reminder emails can significantly reduce the number of abandoned carts and increase sales. On average, every tenth person who did not complete their purchase for one reason or another will still complete it after receiving such a mailing. It is also recommended to use such emails if your audience has been inactive for a long time. Most likely, any business has such a potential buyer who at one time registered on the site or subscribed to receive notifications, regularly reads them, but never moved further along the sales funnel. By reminding them of yourself and offering an additional benefit, you can still awaken them and stimulate subsequent interaction.

Congratulatory trigger mailing

As unusual as it may sound, practice has proven more than once that congratulations really work and bring good benefits to business. Thanks to this, in the eyes of your subscribers, you become an element of the festive mood, remind them of something pleasant. In any case, this should be an individual letter, necessarily personalized. It should include an appeal by name, as well as direct congratulations, emphasizing how valuable this person is to you. This is what allows you to increase loyalty on the part of the audience, establish friendly relations with them.

In your practice, you can use the following types of congratulatory trigger mailing:

• Customer's birthday. Most of this information is always specified during registration. Alternatively, you can send a gift in advance, a few days before the birthday. Additional discounts on orders are mainly used here. Specify the period of time before and after the birthday that a person can take advantage of your offer and purchase products with the greatest benefit. If you see that several days have passed since sending the letter and you have not received a request from the buyer, send a follow-up letter, indicating how much time he has left to purchase at a discount.
• Company's birthday. Quite a wide range of businesses congratulate their clients on their own birthday. Alternatively, you can launch a mass trigger mailing with an announcement of a big sale in honor of the anniversary or other special date of your company. Such an offer will certainly interest people who are interested in your products in principle.
• Registration anniversary, month, year from the date of the first purchase, etc. Here you can come up with any reason to offer your audience additional discounts, gifts. In this case, it is also important to interest people in something and encourage them to contact you again.
• Various holidays, be it New Year, March 8, September 1, Mother's Day, etc. These are the holidays that will be relevant for a very wide range of target audiences, which means that with their help you can reach a huge number of people. Let us repeat that people need to be interested, encouraged to interact with the business, place orders.

Most businesses should combine all of these options in practice, showing people that you share their holiday, join in congratulating them and are ready to provide your gift, be it a discount or a product directly.

The main differences between trigger and transactional mailings?

To launch the most effective trigger mailing, it is important for you to understand well what its peculiarity is and not to confuse it with more familiar and widespread transactional letters. Unfortunately, today there are still people who confuse these options, taking them for the same thing. But the only thing they have in common is that they will be sent automatically. But there is also an extremely important difference, which lies directly in the very essence of these notifications. In particular, transactional mailing involves sending notifications about certain events that have occurred, indicate an action taken by the user, provide important business service information. If you see notifications such as “Your registration on the site was successful”, “Your order has been placed/delivered”, “Payment for the purchase was successful”, “Your order has been formed and is ready for shipment”, then you are looking at a transactional letter. Trigger mailings will be more expanded and informative.

The main differences here are as follows:

1. Sending time. In any case, transactional emails will be sent by the system immediately after the corresponding event occurs. They are a confirmation of the action taken by the user. In principle, trigger mailings are also often sent immediately after the action, but a time delay is also very common here.
2. The presence of an advertising component. Transactional emails will not have such a subtext at all. This is simple information confirming a particular action taken by the user. Trigger emails will contain both product advertising, and its description, and a link or a button with a call to action. Here, everything is aimed at interesting a person and stimulating him to interact with your business.
3. The presence of permission to receive notifications. Transactional mailings will be sent to absolutely all people who have performed a particular target action on your company's website. In contrast, triggered emails will only be received by those people who give the appropriate consent. We would also like to draw your attention to the fact that the audience can unsubscribe from such a mailing at any time. This means that you will need to show maximum ingenuity, imagination, and an unconventional approach to eliminate this and stimulate the audience to further interaction with the business.

As you can see, despite the fairly similar name, the essence of triggered and transactional mailings is very different, as is their role in marketing. This means that you cannot neglect the opportunities that triggered emails give to business and marketing in general. The only thing that is very important here is to think through the content itself, as well as to monitor the effectiveness and results achieved with enviable regularity in order to be able to make adjustments as quickly as possible, thereby increasing the efficiency of the work.

Analyzing the effectiveness of trigger mailings correctly

In our reviews, we have already talked more than once about how important it will be to constantly monitor the effectiveness of the work performed, literally in real time identifying errors and inaccuracies, as well as eliminating errors that prevent you from achieving your goals and solving current problems. All this is also very important when working with trigger mailings. In particular, in this case, it will be important for you to pay attention to all the same criteria that are characteristic of evaluating a classic mailing. In particular, we are talking about the following points:

• Opening rates. You must clearly understand what percentage of people who received your notification opened it and read it.
• Number of clicks. Not all people who open your email will click on the link it contains. It is clear that it is in your interests to ensure that everyone takes this target action. And you should strive for this by motivating your audience to take such actions as much as possible.
• Number of unsubscribes, spam complaints. The fact that a person voluntarily agrees to receive your mailing list does not guarantee that he will change his mind in the foreseeable future and click on the unsubscribe button. And there is always the risk that people will simply take your messages for spam and send a corresponding complaint.
• Direct target actions. Here we are talking about the fact that you need to control the number of users who, after receiving your mailing list, make a purchase, register on the site, leave a review, etc.
• The profit received. It is important to evaluate it both from a single letter and from the entire mailing list. That is, determine what percentage of the total profit from the email channel comes from trigger letters. If everything is organized correctly, then with a high degree of probability such a mailing will account for up to 50% of the results. But even figures within 30% will be quite decent. But if your indicators are still lower, then with a high degree of probability you made one or another mistake and it must be identified, corrected, and automatic mailings optimized.

Make it a habit to check all these parameters about once a week. It is best to focus on the dynamics of changes in numbers, because this is the only way to understand whether there are improvements after the adjustments made.

Summing up

In today's review, we examined in detail the features and specifics of trigger mailings, highlighting a number of key points that will be useful to modern marketers in their work. But there is one more point that I would like to draw special attention to. The fact is that in their daily work, marketers often encounter various restrictions from the system, whether it is blocking access to certain sites, services, or a high risk of being banned when using automation tools. Also, we must not forget about the high risks that modern users very often face when working on the Internet in general.

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