Your Next Email Campaign Could Cost You Customers

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“41% of U.S. internet users threatened to stop buying from companies that sent irrelevant messages, according to a recent CMO Council study.”

Unless email marketers increase message relevancy, they will waste millions of dollars on email campaigns that are sure to be deleted or end up in junk folders, while losing customers forever.

So how does a business make sure messages are relevant? One of the best ways to ensure relevancy is by sending a message based on customer behavior, using event triggered messaging. Customers trigger the next message they will receive by their actions, such as subscription sign-up or renewal, event registration, purchases, shopping cart abandonment, clicking on certain content in an email, or on a website. Best of all, the process is automated, reducing labor costs and minimizing human error.

Event triggered messaging allows you to segment and automatically create personalized conversations based on demographics, purchase history, life-cycle, last open, last read and much more, instantly increasing relevancy and increasing your response rate, and new conversations may be triggered from almost any customer touch point.

In every circumstance, event triggered messaging gives you the power and flexibility to decide what messages you will send in response to a recipient initiated action. You can also decide to which customer or prospect you will send that particular message or series of messages. You are not just sending emails; you’re beginning a conversation that’s relevant and automated.

Automated event triggered messages can help you close more sales, nurture leads effectively, increase customer satisfaction and improve retention.

Messages can be triggered by a single event, or throughout a series of events, with the recipient determining which message he or she receives by the action taken at each step along the way, effectively creating a conversation that is relevant to the customer’s needs at each step.

Here are just some of the types of trigger events that can start a conversation:

  • Fills out a website forms
  • Abandons form
  • Abandons shopping cart
  • Buys a particular product
  • Product returns
  • Subscribes to a list
  • Registers for an event, such as a conference or seminar
  • Clicks on a particular link in email message
  • Updates profile
  • Downloads a whitepaper (lead nurturing)
  • Email delivery of educational course material
  • Website Registration

Using event triggered messaging to automate your customer conversations not only improves your email campaign performance and customer relationships, it is also saves time and money spent on manual processing and involved programming. Improved performance and lower costs-now that’s a welcome message in today’s economic climate.

Email marketing is one of the most effective return channels, outperforming most other marketing methods. But it’s time to up your game or risk losing customers for good. To do that you need a better strategy; you also need a more sophisticated email solution to get the results.

Ready to learn more? Call 413.213.0715  for more information or submit a request online.


Before moving to Western MA, Dan launched his career in New York in advertising and public relations, where he worked with some of the country’s top brands. Dan also has many years’ experience in small-business and corporate marketing, finance, franchise business operations and field consulting. In 2005, Dan became the first area president of TruePresence, a national internet marketing firm specializing in web design and search engine marketing. Dan’s clients have included Johnson & Johnson, Sears, Warner-Lambert, Monsanto and Pepsi, but he prefers the individuality of his smaller business clients. Dan launched The Green Internet Group to help business owners fully leverage the digital marketing and social media by offering results driven marketing planning, consulting, training and creative services.

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