Newsletter automation: trigger emails
The secrets of a targeted data-driven email marketing strategy
What are trigger emails?
The short version: Trigger emails are personalised messages that go out automatically whenever specific behaviours or events, known as “triggers”, take place. The outcome? Bespoke content precisely catering to the needs and interests of the recipients. The foundation for this is an extensive dataset on your target audience. Once the newsletter flow is established, it’s time to sit back and enjoy the (automated) show!
What is behind the newsletter automation buzzword?
The “flow” essentially represents your trigger strategy. It revolves around defining events – based on touchpoints – that automatically trigger personalised emails that are sent to your target group whenever these events occur. We recommend starting small: Initially, one or two automation strategies for distinct target groups are sufficient. As you accumulate more data over time, you can expand these strategies. However, remember that all beginnings can be somewhat hard, so it’s best to stick to the basics!
Improved efficiency and effectiveness through newsletter automation
Efficiency and effectiveness – the ever-present buzzwords – particularly resonate in the marketing arena. In the realm of online marketing, these concepts hold significant importance, as targeted content invariably paves the path to outstanding results. Less effort and better outcomes – an unbeatable combination!
A phenomenon that can be easily explained: Leveraging existing data and automating email communications ensures that recipients consistently receive relevant content. When a recipient engages with the email by clicking on it, you gather additional valuable data that can be harnessed in subsequent trigger email processes. This iterative approach allows you to refine your trigger emails over time.
User experience (UX)
Delivering the right content at the right time and in the right context: That’s the essence of cultivating customer loyalty. Personalised content makes customers feel understood and well taken care of, fostering their desire to repeatedly engage with and buy from your company.
Increasing conversion rates
Numbers, numbers, numbers – we love those green numbers! Personalised content has the power to make your open and click-through rates soar through the roof. It also helps you verify whether and when your content is genuinely being seen and read.
Know your customers!
When it comes to trigger emails, you need one thing above all: a substantial amount of data. We recommend basing your strategy on the following datasets:
- Customer information: age, gender, birthday, interests, behavioural data, previous purchases
- Contextual data: weather, location, current events like Pride Month
- Customer journey touchpoints: Where do customers come in contact with your brand? What are their expectations at each touchpoint?
Good news: “Go with the flow” is the motto here. Start simple and learn as you go! The data will accumulate over time. And if you need help, our experts at punkt & komma are here to support you – be it with the strategy or with copywriting.
Zoom in on the target group!
Now, it’s time to turn your attention to your audience. You need to know exactly who your automated emails should target. Are you familiar with the concept of buyer personas? These personas will become your guiding lights when it comes to crafting optimally tailored trigger emails and content. By delivering precisely targeted emails, you can substantially improve your KPIs (key performance indicators) and connect with your recipients on a more personal level.
Choose your triggers!
Let’s get down to the nitty-gritty: planning your trigger flow. Use the data you’ve collected: What specific conditions must be met to initiate the dispatch of your emails? Follow the customer journey and contemplate the junctures where your customers would most appreciate feeling valued and encouraged to take action. Only with carefully selected triggers your recipients will respond with enthusiasm.
Formulate and optimise your content!
Moving on to the fun part: crafting unique content. Personalised emails convey to recipients that you understand and respect their needs and interests. Drawing upon the data, you select the appropriate content and present it in a clearly structured email with a meaningful subject line. Also important: Make sure that your content gets optimally displayed on all devices!
And: Always keep data protection regulations in mind! Your target audience places their trust in you – and you want to keep it that way. Trigger emails should only be sent to individuals who have explicitly consented to receive them via the double opt-in process. Handle the collected data with utmost care and sensibility!
Run A/B tests!
A/B testing reveals the most effective strategies for your trigger emails. Experiment and analyse various iterations of your email flows to ensure optimum performance!
Is the content resonating as expected? Is the call-to-action genuinely irresistible? Are there any preferred phrases emerging? Armed with these valuable insights, you can transform your trigger emails into true UX masterpieces.
Track and analyse your trigger emails!
Stay on top of things and keep a vigilant eye on your trigger emails! Continuously track open and click-through rates to gauge the effectiveness of your automated messages. By doing so, you can intervene in time and fine-tune your strategy for maximum impact.
