MarketingSherpa and the case for triggered email interactions


Fellow blogger and lead generation expert Brian Carroll looked at a recent report on email marketing from MarketingSherpa in an interesting blog post. He writes that, although email marketing is still one of the top three lead generation tactics, its effectiveness drops. Is email marketing in trouble?

Brian had a talk with Adam Sutton of MarketingSherpa discussing where the innovation is in one of the most mature digital channels: email. Adam makes the case for triggered (event-driven) email. A quote: "Triggered emails are marketing for you all of the time". Some takeaways and thoughts.

There has been much discussion recently in the marketing world about whether email marketing has lost its touch. The fact is that there is still a very strong need for email marketing, but huge, blanket email campaigns have lost impact in today's market. Instead, focus should be turning to triggered and event-driven email interactions that focus on personalized and relevant cross-channel touch-points with consumers, based on a single customer view and behavioral data.

For Adam Sutton, more triggered and event-driven emails are crucial. And he is right. The question, however, is if simply triggered email campaigns are enough. It's true that there are many triggers that are not used by various email marketers today. However, if you look at email from an integrated and cross-channel perspective, you realize that a new world with infinite triggers opens, offering more conversion and personalization opportunities.

There are ample ways to set up event-driven and triggered email interactions. The only limit is how integrated you work and how many flows and events you set up. As Adam Sutton says in the interview: "I would look for every opportunity to create a triggered-email campaign. Frankly, I'm surprised that I'm not seeing more of these".

Know the multi-channel customer

The most important factor in developing flows of triggered emails and event-driven interactions via other channels, is to know the customer beyond email. Therefore, it is important to analyze, monitor and understand the customer's transactions, purchasing patterns, preferences and profile across any given touch-point.

Another purpose for triggered emails is to enhance the customer experience. Sending customer's information on additional ways to use a product, or notifying them of items available that will enhance purchases they have previously made can also generate sales and increase revenue. Follow-up emails after a sale to thank the customer for the purchase can also lead to return customers as a follow-up email sends the message that you appreciate their business.

Email marketing is not dead as many people like to say, but like all other marketing tactics, enhancements must be made.

The best enhancements are made by having a cross-channel and customer-centric strategy, regarding touch points, audience analysis, reporting, customer profiles, conversion optimization, interaction flows and so much more.

Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

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