Intelligent email

Automatic email triggers are one of the best tricks your sales and marketing team can have up its sleeve. They allow you to respond instantly to hot leads, boost your customer retention and conversion rates.

What does an email and a fly on the wall have in common?

 More than you might think.

There is no better time to start a conversation with a potential customer than when they are actively expressing interest in you.

Yes, it is important to constantly work towards a higher click-through rate but without the strategies to respond instantly, your hot leads start cooling off there and then.

What if, like a fly on the wall, you could survey the scene before you and react instantly? What if you could not only track user behaviour from your emails but provide instant, personal and targeted responses. And what if you could do all of this automatically?

If you integrate your emails with your website, building in automatic triggered responses, you can do just that.

Triggered email responses are like salespeople that work 24/7 and never call in sick – and they can be anywhere in the world, at any time.

Whatever your business, triggers act as a great addition to your marketing arsenal and can be put to use in a number ways – here's three to get you started:

1) Give people what they're looking for – when they're looking for it

When someone signs up for your newsletter they’ve already expressed an interest in what you have to say.

Pity they usually have to wait until next month to get the newsletter, by which time they may have forgotten they signed up for it or may no longer want or need the information. They may just delete the email or worse – unsubscribe.

So when someone signs up for a newsletter, you can use the email trigger to send them the latest version of your newsletter immediately and perhaps a link to allow them to browse previous versions.

2) Start a virtual conversation instantly

Put valuable resources on your website such as catalogues, price lists, white papers etc but instead of just allowing people to download them, ask for their email address to send it to them.

You then have a logical reason to ask for someone’s email and because they want the information, they’re much more likely to enter a valid address.

 Email triggers allow you to start a conversation with potential customers within minutes of an initial enquiry and they’re now on your email list for future communications.

3) Target your communications

If e-commerce is your game, you can use email triggers to up-sell and cross-sell to people.

If subscribers are logged in to your website, track their behaviour and send them targeted emails relevant to the products or services they expressed interest in.

If they looked at a product and didn’t buy it, send them a reminder in a week or even a discount on the product.

If they clicked through from your email, track what they viewed on your site and use this to send them targeted communications next time, such as menswear only, or mac gear instead of PC.

Triggered responses are just one way that you can integrate your email and web communications to dramatically increase the success of both.

Speak to Pure to find out how triggers can help your business or contact Generate directly for advice on marketing response strategies