Describe a scenario in which trigger-based automation would be more effective than a scheduled email blast and outline the key behavioral triggers that could initiate such a campaign.
Trigger-based automation proves significantly more effective than a scheduled email blast in scenarios where timely, relevant, and personalized communication is essential to engage recipients based on their specific actions or behaviors. A prime example of this is the user who browses a specific product category on an e-commerce website. In a scheduled email blast approach, all subscribers might receive a generic email promoting a general sale or new arrivals at a set time, regardless of their recent browsing behavior. This lacks relevance for those who haven't visited the site recently or aren't interested in the featured items, and it ignores the immediate interest of those who were just browsing a specific product.
However, with trigger-based automation, a more targeted and effective approach is possible. If a customer browses a specific category, such as "running shoes" on an online store, a trigger can be set up to automatically send an email within a few hours or the next day. This email could be customized to showcase specific running shoe models they viewed, or even include a special promotion or discount exclusive to running shoes. This kind of email is both timely and highly relevant as it caters directly to the customers immediate interest while it's still top-of-mind, significantly increasing the chance of conversion. This personalization of the communication significantly increases effectiveness compared to sending out a generic, non-triggered email.
Let's explore key behavioral triggers that could initiate these automated campaigns:
1. Website Activity: If a user visits a product page but does not add anything to their cart, a trigger can initiate an email sequence that showcases more product details, customer testimonials, or special offers related to that product. For instance, if a user looks at a specific brand of headphones but leaves the site, an email can automatically be sent with reviews or comparisons to similar brands. Another example, if a user revisits the pricing page repeatedly, it could be a trigger for sending them a discount coupon or offer before they leave the site again.
2. Shopping Cart Abandonment: This is a very common scenario where trigger-based automation is extremely effective. When a user adds products to their cart but does not complete the purchase, a series of emails can be initiated. The initial email could be a friendly reminder of items left in the cart, perhaps with social proof like review excerpts, followed by another one after a day with a special promotion, and then possibly a final offer after 3 days for free shipping or a small discount. Each email in this sequence should try to address the reasons that may be causing the abandonment and move the customer along the buying process.
3. Download or Resource Request: If a user downloads a guide, e-book, or any resources, it can initiate a campaign designed to nurture the lead further. For example, if someone downloads a guide on "email marketing best practices," they can receive an automated follow-up email with more detailed material, such as webinars, case studies, or other relevant articles. A trigger-based email could also provide more personalized information based on the specific guide that was downloaded, like an infographic with key points from the white paper.
4. Form Submissions: When a user fills out a contact form or registers for a newsletter or event, a trigger can automatically send a confirmation email and start an on-boarding process. For example, if a user submits a form requesting a demo, an immediate confirmation email can be sent that contains the date and time of the demo and then a reminder sent a couple of days before the demo to ensure it is attended. It can also then trigger a follow up series of emails for the user if the demo is missed and the user needs additional assistance.
5. Customer Purchase History: When a user makes a purchase, this could be a trigger for sending emails that are very relevant. Examples include a thank you email that is sent immediately after purchase, a follow up email on how to use the product with tips and recommendations, and a review email that is sent a couple of weeks after purchase. Also, sending targeted emails based on past purchases that offer related products is an excellent example of using a trigger. Someone who bought a camera could receive special offers on camera lenses, tripods, or other related gear.
6. Inactivity: When a user becomes inactive on the website or stops engaging with emails, it can trigger an email sequence designed to re-engage them. This could include offering special discounts, re-iterating product benefits, or asking for feedback on reasons for their inactivity. If an email recipient hasn't opened the emails in the past few months, it can be triggered to send a re-engagement campaign, to encourage the recipient to re-subscribe or unsubscribe.
In contrast to these trigger-based approaches, scheduled email blasts are not as targeted or effective, as they lack relevance to the immediate and specific actions of a user. For example, a scheduled email would be sent to everyone on the list, regardless of whether a person had browsed the running shoe page or visited the website in the last month, or had abandoned a cart or not. By using trigger-based automation, you can send more personalized and timely emails that are aligned with the user's needs and actions, and maximize your conversions, engagement and overall customer experience.