When it comes to boosting response rates, there is nothing like combining direct mail with email. Even better when both are personalized. We don’t mean just personalizing by name. We mean personalizing based on customer behavior. This is referred to as “triggering.”
According to Clevos, an email marketing platform supplier, using personalized, trigger-based email can triple your revenue over generic email. It’s easy to see why.
By triggering off customer behavior, you make the email more relevant. For example, you might trigger personalized email based on actions taken (such as downloading a white paper or watching a video) or actions not taken (not downloading a white paper or watching a video). Or maybe you notice that people are visiting your website more or less frequently than in the past. Email can also be triggered by a change in your product catalog, such as a product coming back into stock.
Other triggers used by marketers include when people take the time to read reviews of products they have visited on the site (indicating a higher than average level of interest) and re-engaging those with abandoned shopping carts who might still be interested; they just meant to come back and finish their order later and didn’t.
Because triggered emails are more relevant and highly targeted, they result in better engagement. According to Clevos, personalized, triggered email gets 4x more opens than general emails, and they result in even better revenue per email.