Email triggers strategy: a weapon for engagement and retention

Publié le : 14 November 2023 par Elise Hosemans

The ability of a company to establish personal and meaningful connections with its customers has become a key factor in its sustainability and success.

Whether it’s a recent purchase, registration for an event, or a simple birthday, email triggers are emerging as an indispensable strategy and represent an unparalleled opportunity to capture the customer’s interest at the most opportune moment.

These strategic interactions, when well executed, allow brands to demonstrate an understanding and anticipation of their customers’ needs, key elements of an exceptional and effective customer experience.

In the context of this article, we will delve into the mechanics of email triggers. Carefully crafted by an Email Builder such as Dartagnan, let’s discover how your Email Triggers can transform customer interaction and boost your engagement and retention strategies.

Understanding the impact of email triggers on customer relationship

In the competitive arena of digital marketing, understanding the impact of email triggers on customer relationships has become a strategic imperative. But what makes email triggers so crucial for today’s brands?

Email triggers and the art of dialogue

An email trigger is an automatic message triggered by a specific customer behavior or predefined events. Beyond this automated dimension, the email trigger enables the establishment of a personal and continuous dialogue, maintaining and strengthening the relationship between the consumer and the brand. Thus, according to a Statista study, automated emails, including email triggers, have an opening rate 70.5% higher than that of traditional emails.

Emails triggers

The psychology of email triggers

The psychology plays a crucial role in the effectiveness of email triggers. These emails can indeed create a sense of attention and recognition that enhances the value of the customer. They also hold a crucial place in your relationship marketing strategy as they generate a feeling of trust and attachment to your brand’s values. How?

The challenge is to translate behavioral data into messages that:

  • Respond to customer actions,
  • Anticipate their future needs.

Two dimensions will then be of the utmost importance: email personalization and the timing of delivery.

A Salesforce survey revealed that 62% of consumers expect companies to send personalized offers based on items they have already purchased. Intelligent automation, on the other hand, can track the customer journey in real-time, triggering messages that arrive at a moment when the customer is most receptive.

This is not just a matter of convenience but a form of respect for the customer’s time and personal space, thereby reinforcing the trust bond with the brand.

Email trigger in customer engagement service

Customer engagement is a subtle art, marked by interactions that must both surprise and satisfy. Email and customer relationships are closely intertwined. However, it is email triggers that truly enable you to maximize the potential and performance of your retention strategies.

Welcome email: lasting first impression

The welcome email is often the first direct contact a customer has with your brand after signing up. It lays the foundation for a relationship that can develop profitably. These triggers have an average open rate of over 80% and generate 320% more revenue than other types of promotional messages, according to a Campaign Monitor study. What do these figures reveal? They underscore the unique opportunity to make a lasting impression with a message that not only welcomes but also guides the customer into the brand’s universe.

Design tips:

💥 Responsive Design: Welcome emails should be visually appealing on all devices. By using tools like the Dartagnan Email Builder, you can ensure that the design adapts perfectly to both smartphones and computer screens.

💥 Consistent Branding: Integrate strong elements of your brand identity to enhance its recognition from the very first contact.

💥 Welcoming Content: Use warm and welcoming language, perhaps even humor, to start off on the right foot!

💥 Call to Action: Invite your customers to explore your brand’s universe, for example, by directing them to your product collection or, even better, to well-thought-out and dedicated landing pages.

Abandoned cart email: reclaiming interest

An abandoned cart is not only a missed sale but also an invitation to engage and often an opportunity to bring your customers back to your site. But how do you turn this return into a conversion?

Design tips:

💥 High-Quality Product Images: Show what the customer is about to miss with clear and appealing images.

💥 Personalized and Compelling Message: Remind your customers of the reasons for their initial interest and add answers to frequently asked questions or product testimonials to overcome hesitations.

💥 Incentive Offers: Incorporate offers such as a discount or free shipping to encourage customers to return and complete their purchase.

💥 Similar Product Options: Offer alternatives or complements to the abandoned items to increase the chances of conversion.

Reengagement emails: awaken inactive customers

When it comes to reactivation, email triggers excel! According to an eMarketer study, more than half of the brands experience a significant increase in customer engagement through reengagement campaigns. So, what tactics can encourage a customer to rekindle their relationship with a brand?

Design tips:

💥 Smart Segmentation: Use behavioral data to segment inactive customers and personalize messages based on their past interests.

💥 Dynamic Content: Integrate dynamic content that updates based on the latest interactions or buying trends to make the email more relevant.

💥 Comeback Discount: Offer a special discount or exclusive benefit to encourage a new interaction.

💥 Active Feedback: Encourage customers to share why they disengaged and what the brand could do to improve their experience.

Loyalty programs: guide your customers step by step

By designing emails dedicated to your loyalty programs, you educate your customers about your brand culture. You also help them benefit from the exclusive offers deployed just for them and lay the foundation for a long-term relationship.

💥 Be Educational: Break down the steps of signing up for your loyalty programs module by module.

💥 Promote Your Web Apps and Mobile Wallets: Use triggers to promote the mobile installation of your web applications and digital loyalty cards. You’ll multiply customer touchpoints!

💥 Be Playful: Organize contests and feature them in your triggers. It’s a highly effective engagement lever.

When email triggers respond to customer behavior

By deploying this type of triggers, you can demonstrate your attention and responsiveness to the needs of your customers.

Post-purchase emails: attentive follow-up with your customers

After an online purchase, your customers are in a phase of anticipation. The post-purchase trigger, the ultimate reassurance tool, confirms the order, provides tracking information, and allows your customers to rest easy!

Design tips:

💥 Clear Information: Place a clear message in the email header, provide precise details about the order, including, and especially, the list of purchased items (possibly with thumbnails), prices, and tracking information.

💥 Personalization: Use order data to recommend complementary products to the purchased item.

💥 Engaging Design: Post-purchase triggers are rarely very appealing. Ensure that the email is visually attractive, consistent with your brand’s branding, and dare to be humorous! This is your chance to stand out.

💥 Intuitive Tracking: Include an easy-to-find and use tracking link, preferably with real-time delivery estimates.

Emails triggers

Birthday or special event emails: celebrate with your customers

Whether it’s your customer’s actual birthday or the anniversary of their registration, a birthday trigger email strengthens the emotional bond between the customer and your brand and contributes to the performance of your loyalty strategies.

Design tips:

💥 Personalized Messages: More than ever, personalization is key. Don’t just use your customer’s first name; also mention the celebrated event to create a personal connection.

💥 Offer Something Special: Gift, discount, special offer – celebrate your customer’s engagement and thank them for their loyalty.

💥 Festive Design: Use cheerful graphics and a festive layout to evoke a celebratory atmosphere. Balloons, confetti, colors, etc. – you can sometimes afford to go almost over the top!

Navigation data-based emails: maximum relevance

Finally, analyzing the browsing behavior of customers provides a goldmine for trigger emails. These emails can include reminders of viewed products, additional information on items of interest, or personalized offers based on the customer’s browsing journey. Automating these emails makes communication hyper-relevant and shows that the brand is attentive to its customers’ specific interests.

Design tips:

💥 Dynamic Content: Use dynamic elements to display products or services that the customer has recently viewed, increasing the chances of clicks and conversion.

💥 Personalized Recommendations: Offer recommendations based on previous browsing behavior to demonstrate that you understand the customer’s preferences.

💥 A/B Testing: Test different design and content elements, such as product layout and headline formulas, to optimize email performance.

Email trigger in support of your event strategy

Since the announcement of the event until the final feedback, email triggers are an essential lever in your event strategy, playing a crucial role in attracting, converting, and retaining participants.

Announcing your events and news: captivate attention

Announcing an event or important news via email should immediately capture the recipient’s attention. With an eye-catching email design, these triggers can contribute to nearly 25% of total registrations and maximize audience engagement.

Design tips:

💥 Be Pragmatic: Highlight key information about your events, such as the date, location, and speakers, to clearly inform your recipients.

💥 Visual Appeal: Use high-quality visuals that reflect the ambiance of the event to spark interest. Animated visuals (GIFs and/or videos) work well in the event context.

💥 VIP Approach: Create the event, emphasize the VIP nature of the invitations, run campaigns that play on FOMO (Fear of Missing Out), and highlight the number of remaining available seats. In short, make your event an unmissable moment!

Registration confirmation: secure participation

Emails triggers

Once a participant registers for an event, the confirmation email becomes the next crucial point of contact. It should reassure and provide all necessary information to facilitate participation. A well-designed confirmation email significantly reduces your no-show rate and minimizes last-minute surprises.

Design tips:

💥 Reassurance: Reassure the participant that their registration is confirmed and appreciated.

💥 Comprehensive Information: Provide all essential details such as date, time, location, agenda, and any additional instructions.

💥 Reducing No-Shows: Clearly communicate the value of their participation and the benefits of attending, reducing the likelihood of no-shows.

💥 Preparation Assistance: Include any materials or resources that might help participants prepare for the event.

Post-event appreciation and feedback: sustain engagement

After the event, it is essential to maintain a dialogue with participants. Thank you emails and feedback requests are crucial to measuring the success of the event and strengthening customer relationships.

Design tips:

💥 Craft Engaging Copy: Express your gratitude with a warm and personalized message. This is where your relationship is shaped.

💥 Incentivize Feedback: Encourage participants to share their experiences through surveys or feedback forms integrated into the email. Offer an incentive to increase response rates.

💥 Visual Recap: Provide post-event content such as videos, photo galleries, and summaries to review the event, extend the experience, and engage your audience for future gatherings.

Emails triggers - Sisley

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