In any business, the hardest thing is to take the first step. Launching trigger mailings for those who have never dealt with them before seems like a complicated and confusing process. But this feeling is deceptive. Today we will tell you what minimum set of resources is needed for this, to launch trigger and what you can do without.
What are triggered mailings?
A trigger mailing is a letter that is sent to a user depending on their actions (or lack thereof) on the site. If a marketer on the client side has deeply studied the behavior of their customers and knows every opportunity to upsell a product, to launch trigger they will be able to build a sales funnel on their own. But how can a beginner quickly and effectively calibrate an email campaign?
To quickly launch any newsletter and start making a profit, you need three things:
- Know your audience: create a buyer persona.
- Understand the usefulness of the newsletter: what it will bring to the buyer.
- Choose a letter design: a simple, convenient template, relevant text and a CTA button.
This is enough. The main goal is to shorten the customer journey from viewing the product to receiving the order. Dozens of design and text options increase the time to implement the idea and do not always meet expectations for return on investment.
Which triggered email campaign scenarios should be launched first?
At Retail Rocket, we map out triggered emails — a list of behavioral scenarios that work in real time as the user moves through the sales funnel. Smart triggers automatically generate personalized messages and cover every stage of the customer journey, ensuring high ROI.
Behavioural triggers can be launched in the shortest possible time. With the integration configured and our standard design layouts selected (which are already designed and tested), mailings can be launched within andorra email list 24290 contact leads after the texts have been approved.
The key feature of all Retail Rocket trigger scenarios is the use of personal recommendations in addition to traditional letter content. Recommendations take into account the interests and preferences of each user, so each client receives products that are right for him. Thanks to this, even if the user’s motivation to buy the products already viewed or selected has decreased, recommendations for other products increase the chances of placing an order.
How to build a customized trigger communications map
The maximum trigger map can include an unlimited number of scenarios. By supplementing time-tested mailings with custom mechanics designed for the audience of a specific store, you can build a communications map of any complexity.
For example, the main map for launching trigger communications Retail Rocket includes more than 40 pre-configured scenarios with different sending mechanics, among which the specialist selects the most relevant for a specific retailer. This map is supplemented by an unlimited number of custom scenarios that are developed for a specific store and the characteristics of its audience. All mailings use the Real-Time system for analyzing user behavior, allowing not only to respond to their actions, but also to anticipate expectations using predictive analytics.
In what cases is it better to immediately launch everything to the maximum and why
Sometimes it makes sense to run more than a few dozen scenarios at once. For example, when changing the email platform.
We encountered such a case when launching an email channel for the client “Constellation of Beauty”. The unscrupulous contractor ignored mass unsubscribes and a drop in revenue. We proposed a new strategy for developing the email channel. A map of trigger communications with convenient and selling letters. Including offline scenarios that select recommendations for purchases in retail stores.
In a few months, we managed to restore stable growth of the subscriber base. Every month, revenue from the email channel increases by about 12%.
Calibrating Email Campaigns
Trigger emails should be useful, not annoying. Only then will they generate revenue. A well-built sales funnel with flexible settings for each scenario helps to eliminate an overly intrusive or unnatural presence.
On the Retail Rocket platform, each email campaign has a customizable inactivity period. A time of silence during which the user does not receive any emails.
If a user performs different actions on the site that can trigger sending. Of several different scenarios, the letter with the highest priority scenario is sent to him. The choice of the best scenario to send is determined automatically by our system.
Analyzing and improving the effectiveness of mailings
After the first trigger map is launched, our specialists analyze key performance. Indicators dynamically to understand what other scenarios can be connected or how to improve existing ones. If the number of orders for scenarios is sufficient for a reliable study. The Growth Hackers team joins the work and makes a list of hypotheses for improving mailings. Which will be tested through A/B testing. We talked about the work of growth hacking teams in the article the following also play an important, and we also constantly share success stories of our clients.
Average trigger mailing rates
Comparison of indicators by stores should be done with great caution. It makes sense to look at average values only among stores with similar characteristics. As well as with the client’s previous revenue indicators. Moreover saudi data on which expectations are based. As a rule, the higher the average purchase receipt. The lower the values can be compared to stores of similar categories. But with cheaper goods. Key values are also affected by seasonality. If the goods are tied to a particular time of year, holidays and exchange rates.