In this week's blog, Sam Kusinitz provides six examples of companies using various triggered emails to reach out to their respective customers. Triggered emails, when used correctly, can not only save marketers tons of time but it can also better engage the target audience. Kusinitz lists six different types of triggered emails: welcome, re-engagement, date/time trigger, thank-you, confirmation, and unsubscribe.
There were two of these email types that stuck out to me in particular. First, the welcome e-mail, in my opinion is the most important triggered emails a customer can get because it sets the first impression for the company. Also, the welcome email in particular offers the client important information about the company. For instance, in the example given by Kusinitz, Uber's welcome e-mail provides the customer with a step-by-step process on how to use the company's service.
Secondly, I found the date/time email to be a very intriguing marketing tool. Sometimes customers can get annoyed with blatant, in your face, "come back to our website" styles of advertising. The use of a date/time e-mail provides the marketer with a way to advertise in a much more subtle way. In many situations, the date email is sent on a customer's birthday which often includes a coupon or a similar offer. Not only does this email make the customer feel valued but through the use of the coupon the customer will have a reason to return to the business' website.
While all six types of triggered emails are very important and can be very useful if used in the correct way, I believe that a welcome email and a date/time email can be the most useful for a marketer. Triggered emails are vital to a business not only because it saves the marketer lots of time but it can also be a great way to reach out to customers, engaging them in a way that makes them feel valuable.
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