Leveraging triggered emails can help brands build a lasting relationship with customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 24, 2021, 5:45 PM UTC

A GetResponse study found triggered emails show a 38.03% email open rate and a 6.76% click-through rate.

Businesses can use triggered emails to build long-term relationships with customers and prospects. To effectively leverage triggered emails, marketers must first segment their audiences based on their customer journey and take a customer-centric approach towards email marketing.

Along with considering basic customer journey parameters like new subscribers or inactive customers, businesses should factor in complex segmentation criteria like demographics and purchase history. Sending relevant emails based on user behaviour can further help brands boost email open rates.

With 71% of customers confirming that personalised experiences affect their decision to interact with emails, businesses should effectively use customer data – like interests and purchase preferences – to create a personalised experience. Executing unique triggered emails at each stage of the buyer’s journey can further help companies engage prospects and retain existing customers.

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