Triggered Email responds when your customers need it most

I.R. Gilyeat & Company

An advisory firm that creates growth through automated marketing.

Triggered Email is an approach to marketing that relies on content, business rules, technology and business processes that seamlessly and automatically enable a series of messages to be sent to your prospects and customers.

Triggered emails are messages that are sent to a customer or potential customer predicated upon certain events or behaviors. One of the most common types of triggered emails is a welcome email. When someone signs up for an offer, newsletter or service, an automatic welcome email is triggered and sent. After the initial email, other emails are triggered based on factors such as time period, events or user actions like purchases.

While triggered emails can be incredibly successful, it’s important to know why you’re using them. For example, triggered emails can be used for two very different purposes: lead nurturing and customer lifecycle marketing

Lead Nurturing
Lead nurturing sends automated, triggered emails to a lead in order to convert them into a customer. The purpose of lead nurturing is usually for acquisition. A lead may sign up showing initial interest and will be cultivated through a series of emails. These emails may be as simple as a follow-up email every week to gauge the lead's interest or more elaborate topic-specific email.

Customer lifecycle marketing
Customer lifecycle marketing sends automated emails to customers in order to retain and deepen the relationship, thereby increasing customer value. By having successful touch points with your customers via triggered emails, your brand will remain top of mind when the time comes to purchase. Examples include abandoned shopping carts, newsletters, sales transactions, birthday wishes, etc.

Lead nurturing and customer lifecycle marketing are different, yet very complimentary. Both use triggered emails to fulfill their purpose. They can be used together as leads become converted into customers.

Here at I.R. Gilyeat & Company, we have deep experience in automated triggered marketing. On a daily basis, we use both lead nurturing and customer lifecycle marketing to help our customers achieve their goals.

Every company can do better in acquiring new customers and retaining the customers they already have. Lead nurturing and event triggered emails should always be considered as part of your solution to improve company performance. It is simply one of the most efficient ways to leverage marketing in today’s technology driven environment.

Click here to learn more... or call 602-692-3818.