Most businesses are able to see what happens online at the top
of the sales funnel. However, as consumers move further down the
funnel, the harder it gets to understand consumer behavior.
The multi-touchpoint and multi-channel reality
of the buying journey makes it even more difficult.
Nevertheless, understanding consumer behavior across the
non-linear funnel is essential. Marketing optimization is a matter
of constantly improving during all phases of the journey.
As the term indicates,
transactional emails are sent during or after an (online)
transaction such as downloading a paper, registering for an event
or buying a product. Often these transactional emails originate
from systems that are not developed to send emails properly at
This is why many businesses have limited insight into the effect
of such emails.
Selligent Interactive Marketing is
about optimizing cross-channel interactions, based on a strong
customer-centric approach and a single view on the consumer. In
practice, email plays an important role in these cross-channel
interactions. This should not come as a surprise. Some have been
proclaiming that email is dead, but it's clearly not. At least,
when email marketing is properly done, taking into account
individual preferences, relevance and a personalized
Marketers have been using triggers for cross-channel marketing and interaction
purposes since years. Triggers are well-known in advanced email
marketing and event-driven marketing. In a customer-centric
and multichannel reality, they are used across
other channels such as mobile as well.
According to a recent report released by SeeWhy, 48% of
shoppers who abandoned shopping carts after online shopping more
than once in the previous 28 days returned to the site and
purchased items after a remarketing email