How to Expand Personalization to Triggered Emails
Triggered emails are the lifeblood of many brands, especially retail and eCommerce shops. These emails have a considerable impact on your campaigns’ open and click-through rates, and you can use them to measure your customers’ behavior.
If you want to increase clicks and conversions and get customers to come back and buy again, triggered emails need to be on the menu. But, even if you are sending triggered emails, there are probably still some opportunities you’re leaving on the table.
According to research, triggered emails have nearly a 40% open rate and approximately a 7% conversion rate. Those are numbers that any email marketer would love to see. With stats like these, you want to make sure you’re making the most of them, grabbing (and keeping) customers’ attention whenever you can.
Here’s what to consider.
Evaluate what you’re sending, and improve it
Most brands have a couple of triggered email series up and running at any given time. Welcome emails, abandoned cart notifications, post-purchase updates, and win-back emails are all common triggered campaigns.
While sending these emails is a great start, there’s probably more you can be doing, especially when personalizing the content in the emails. Since you already have an audience with these emails, and your readers are primed to click, you can get so much more out of them by creating a personalization strategy. Don’t let this engagement opportunity pass you by without taking advantage of it.
So, the first step is to review your current emails and see if you have any personalization at all. And that should go beyond the subject line and introduction line.
Learn more about your customers
At Zembula, we love data. You can learn so much about your customers through the data you collect with your email service provider, eCommerce tools, and behavioral history. Now, it’s up to you to use it in a way that wow’s your customer by giving them the personalized content they want that also drives engagement.
The above email is a great example. Using dynamic content, you can create a poll that engages your readers right from the start. Then, as you build out this customer profile, you can use the data you’ve collected to send personalized emails that, to the customer, feel like 1:1 engagement.
When you’re starting from the position of gathering information to improve your customer’s experience, they will notice it right off the bat. That helps build loyalty and trust and creates the foundation of a lasting long-term relationship between a customer and a brand.
See where you can add more personalization
When it comes to personalization, there is no limit to the opportunities available to you. That goes for your standard marketing emails and newsletters as well as your triggered campaigns.
So, look where you can pull in customer data to create emails where you communicate with your customers in a personalized way. Abandoned cart emails are a great example. Use these to get the main message across, but also don’t forget to create messaging around similar recommended products based on customer shopping history. Use location data to let customers know where they can pick up their purchases.
Zembula can help make adding personalization to your emails easy. Our Smart Banners and Smart Blocks allow you to add personalized content to any email — all you need is a snippet of data code. For example, with a Smart Banner, you can suddenly add an abandoned cart notification to the top of every email you send. That’s constant message visibility. And even better, the banner has space for you to include special discounts and a call to action button. It doesn’t get much easier to get personalized than that.
Personalization is the way forward — embrace it
Customers demand it, so it’s time to deliver. If you don’t include personalization in every email you send, you’re going to fall behind your competition quickly. So, there’s no better time than right now to get started.
We can help. Get in touch today, and we can walk you through how Zembula can integrate with your current email service provider. From there, it’s easy to get started.