Marketing automation has become an increasingly critical part of every organization’s digital strategy. From sending post-purchase surveys to abandoned cart emails, customers now expect helpful reminders with timing and content that’s personalized for them. Triggered emails based on certain actions or behaviors are the key to offering personalized and thoughtful customer service without putting more work on the marketer’s plate. What’s more, they represent easy opportunities to generate additional revenue and build brand loyalty in every one of your customer interactions.

Here are six reasons why every business should be sending triggered emails:

They save time and effort for your marketing team

The digital marketer’s day is becoming busier than ever. With growing demands on marketing teams to expand their email, website, and social media marketing, marketers are scrambling to integrate as much automation as possible. Triggered emails serve as convenient “set it and forget it” tools that allow marketers to focus on other areas that need their attention.

They have higher open rates than conventional newsletters

Triggered emails have four times the open rates as regular email newsletters. This should come as no surprise – in accounting for past behavior and timing, triggered emails do a better job of capturing a customer’s attention just in time for purchase decisions, and with personalized products and content on offer.

They open new revenue channels and opportunities

Triggered emails represent quick opportunities to generate additional revenue for your business. According to Shopify, more than 65% of online shopping carts are abandoned before checkout. Sending an automated reminder to these customers is a great way to recover revenue that would otherwise be lost. Here at Canopy Labs, we’ve helped companies generate thousands of dollars a month in recovered revenue through these abandoned cart triggers.

They can be tailored to serve various purposes

Whether you’re a performing arts organization looking to automate post-event messages, or an online pharmacy reminding customers to re-purchase a product, triggered emails offer a myriad of use cases that can be customized to every organization’s objectives. They are a great tool for collecting valuable customer feedback, re-activating lapsed customers, recovering abandoned checkout carts, and more.

We’ve worked with performing arts organizations including the Canadian Opera Company to automate post-performance survey emails, asking the evening’s attendees for feedback shortly after intermission. These survey emails not only re-engage customers in a timely manner but also help to collect valuable customer feedback for planning future offerings.

They’re customizable to every industry’s needs

Every industry has unique product cycles and customer retention strategies. If you’re in daily deals, it might make sense to trigger a reminder 2 days before an offer expires. If you’re a grocery retailer, an automated email 30 days after a purchase might bring that customer back into the store. Email content, offerings, and timing can all be customized to fit each industry, connecting with customers at the right time in their purchase or renewal cycle.

They deliver a more personalized customer experience

Last but not least, triggered emails recognize and respect the customer’s buying cycle. The average email subscriber receives more than 400 commercial messages per month. To stand out amidst all the other marketing emails, companies need to get the content and timing right for their readers.

Instead of sending the same generic newsletter to your subscriber base every Monday and Thursday, regardless of whether they purchased yesterday or 3 months ago, triggered emails act as friendly reminders to customers who have already expressed an interest in a particular action. They are positive, non-intrusive ways of encouraging purchases or renewals – and tools that work effectively in growing brand loyalty and engagement.
Is your business looking to set up triggered emails or marketing automation? Send us a note and we’d love to chat!