Personalized Triggers in Email Marketing
Our last post covered how simple personalization can register as SPAM to recipients. Should personalization be abandoned all together even though it is often cited as a major boost to email marketing success? Obviously not, but the focus of the personalization needs to be selective and identifiable. Setting up email marketing campaigns by triggered activities rather than general information or demographic data registers as a one-to-one communication which is more impactful to the recipient because it’s clear why they are receiving the email.
Triggered emails are often used in ecommerce. For instance, if you buy something at an online store, you’ll get sale offers for similar items a few days or weeks later. Another example is if you fill a cart and then abandon it. That often triggers an email asking if you need assistance or highlighting coupons for something that was in the cart.
Trainers, consultants, and professional coaches can lift these same concepts for calls-to-action (and that’s often a valuable tool for improving lead conversion) but recipients are savvy enough that most will not register it as a personal one-to-one communication.
For B-to-B email marketing campaigns it’s best to take the concept but modify for individual actions.
Here’s an example. Suppose a group of consultants regularly attend events with trade associations. At those events they offer a specific report that is pertinent to that particular trade and collect contact information for those that want to receive it. Those two pieces of information can be used to trigger an email.
The email campaign can be sent to the contacts with a short message like,
I met you at the ________ event. The _____________ report we discussed is available here. After you read it, would it make sense to set time aside to discuss any of the common challenges that you might be struggling with?
This is not a terribly complex set of data to work with. There’s four variables to set into a campaign: the person’s name, the event they attended, the report that they would have been introduced to with a link, and the consultant that attended the event.
The complexity is not in the data but rather in the execution. There are a few prerequisites necessary to make this campaign successful and worthwhile.
- Good Data Management – Both frontline employees and marketing professionals need to work in unison to make sure the necessary data is collected and organized. Sending emails with the wrong personalized data will make it obvious that the emails are a bulk effort and, worse yet, make it appear as if you don’t care about the recipients.
- Large Group – If you don’t have a large enough sample size then it’s simpler to send each email directly to each person. Make sure there’s enough scale to make the campaign’s setup worth the effort.
- Recurrence – Recurring events or offers are ideal because the same process can be used over and over to engage a target group. A high level of recurrence can actually overcome limits on scale if the frequency will make the number of recipients large enough.
Lacking any of these pre-requisites often calls the amount of effort into question. However, if these pre-requisites are met, triggered emails often convert exponentially higher than general personalization because they genuinely provide a one-to-one personalized offer.