Consistent streams of high quality, hyperpersonalized emails can keep customers engaged, build loyalty, and develop relationships. But it’s triggered emails, not promotional campaigns or nurture drips, that are usually most effective for driving immediate conversions.
About ¾ of email ROI comes from “segmented, targeted, and triggered campaigns.” It makes sense; triggered email marketing connects brands with customers right at the moment they’re most willing and able to engage.
Given all the potential for conversions and revenue, shouldn’t you be making sure you get the absolute most out of your trigger-based email marketing?
The Power of Triggered Email Marketing
Expertly implemented trigger emails bring a lot to the table for digital marketers. Sailthru listed a few of them on its comprehensive guide to trigger-based email marketing:
- • Grow list size
- • Minimize subscriber churn and attrition
- • Grow conversions and revenue from email
- • Maximize ROI on customer acquisition campaigns
- • Boost average order value
- • Convert passive prospects into active buyers
- • Act on upsell and cross-sell opportunities to compel repeat customers
To top it off, setting up triggered emails with contextual relevance and personalization is easier than ever thanks to real-time email automation technology. Need some ideas to energize your marketing performance? Draw inspiration from these ROI-generating triggered email examples!
The Warmest of Welcomes
Welcome emails are opened at a higher rate than almost any other kind of direct marketing message. When someone subscribes to your newsletter, joins your loyalty program, or registers an account with your ecommerce site, that’s your opportunity to make a big first impression that will keep them coming back for more!
Need a triggered email example to inspire your welcome series? Chuck E Cheese’s sets the tone for its brand relationship with new rewards program members with a colorful, fun, and highly personalized welcome email. The brand combines dynamic images that adjust to the subscriber’s name, a live map that shows the way to the nearest destination, and real-time geo-data that gives new members everything they need to start planning their next visit right away.
Sophisticated email marketers send multiple messages in a welcome series. This strategy provides additional opportunities to direct consumers to complete high-value activities. If you know that your best customers are those with a loyalty membership, follow you on Instagram, and have set explicit preferences for products consider highlighting these in a multi-step welcome flow.
Weather Triggered Emails
Weather is one of those universal factors that binds us all together. There’s a reason it’s been one of the most popular pieces conversation starters and small-talk fuel for ages untold.
But weather isn’t just basic water cooler chit-chat material; it’s a great way to start conversations with your audience with the power of weather triggered emails. As Paul Walsch, Weather Channel weather and climate specialist said, “Weather is such an important driver of consumer sentiment and activity…but it’s not as well known and leveraged as it should be.”
Imagine having an email set to automatically deploy on a rainy day to invite subscribers into your stores for some shelter (and savings!). Or including live forecasts in a triggered email leading up to a personally-relevant event like a vacation or concert to add even more value.
Hotels.com includes both real-time weather information and an up-to-date forecast in an email triggered to send a few days before a reservation. This information helps customers prepare to make the most of their stays, gives them a reason to re-open, and enhances the customer experience to motivate repeat purchases.
RentPath included live weather data in its emails to apartment hunters and improved engagement rates by 25%: click here to see how!
Abandoned Cart Email Triggers
Some 69% of digital shopping carts get abandoned throughout the conversion process. This is the perfect opportunity for a targeted, direct message. Your prospect has made the effort to register an account and choose products she’s interested in; often a little extra motivation is all that’s needed to give her that extra nudge into customerhood.
Automated emails targeted at cart-deserters have impressive engagement and conversion rates that can have an immediate and substantial impact on digital revenue:
Keep Collective makes excellent use of their abandoned cart triggers. The brand uses friendly language and dynamic product-feature elements that adapt in real time to exclude any items that the shopper goes on to purchase or that are currently out of stock. The email reminds people of what they’re missing out on—while cleverly omitting any content that could be confusing or disappointing.
Looking for more highly-effective triggered email examples? Check out our Lookbook or download this inspirational triggered emails guide for creative, results-driving ideas to steal for your own programs!