You probably have access to web analytics data that allows you to identify customers who have recently visited your website. This data can be used to create highly targeted follow up messages to increase conversion. More

In Part 1, we introduced triggered messages and transaction communications.  Part 2 presents even more strategies to increase your email marketing response rates.

Web Analytics Triggers
You probably have access to web analytics data that allows you to identify customers who have recently visited your website. This data can be used to create highly targeted follow up messages to increase conversion. For example, you can develop a triggered message to be sent to email subscribers who abandon their shopping carts without making a purchase. Or you can send educational messages to consumers who browse specific product categories to help them make a purchase. Sometimes all it takes is a friendly reminder, or a well timed offer to push consumers over the purchase hurdle.
 
Key Events
Special dates and events are the perfect time to send personalized communication to your email subscribers, and most of the information you need to set up the triggers is probably already in your database.  Examples of date driven triggered messages include:

• Welcome to the email program
• Happy birthday
• Email anniversary
• Seasonal purchase reminders

This isn't an all encompassing list of triggered messaging possibilities, but I think it is a good place to start. Once you start adding more triggered messaging into your marketing strategy, you will see an increase in your overall response rates and succeed at delivering more relevant content to your subscribers. 
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Want to increase response? Introduce more triggered messages If you are looking for ways to maximize your email program response and increase conversions, consider introducing more triggered messages to your marketing strategy.  Triggered messages are typically automated campaigns based on consumer... More

Want to increase response? Introduce more triggered messages
 
If you are looking for ways to maximize your email program response and increase conversions, consider introducing more triggered messages to your marketing strategy.
 
Triggered messages are typically automated campaigns based on consumer behavior or key events, like a purchase, website visit, or a special date. Since these events are relevant to consumers, they generally produce the highest response and conversion rates of all email campaigns. And since they are automated, they require limited resources and are easy to maintain.
 
While you are planning for 2010, ask yourself if you are communicating with consumers at all relevant touch points. If you don't have one already, I recommend creating a visual roadmap of your email marketing program to identify opportunities to add new messages triggered from consumer behavior.
 
Here are some campaign ideas to consider while you build your plan:
 
Transaction Messages
Transaction messages are an important part of a consumer's online shopping experience. As long as marketers ensure the transaction information is top priority (and get approval from their legal counsel), there is a great opportunity to introduce engaging marketing content to transactional messages following purchases or product registration. Some tactics to consider include:

• Add a website navigation bar in your transaction message template
• Cross-sell in purchase and shipping confirmations
• Invite consumers to join your email program
• Thank consumers for their purchase and provide an incentive to buy again
• Invite consumers to review their purchase

Stay tuned next week for Part 2: utilizing web analytics triggers and key events to increase your email program's response rate.
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I love personalization.I love triggered campaigns.I love short, time-sensitive promotions.However...If you are going to run campaigns of this type, you need to make sure that you are targeting people correctly...Alas, I don't live in Buffalo, Hartford, Burlington, Manchester, or Portland,... More

I love personalization.

I love triggered campaigns.

I love short, time-sensitive promotions.

However...

If you are going to run campaigns of this type, you need to make sure that you are targeting people correctly...

Alas, I don't live in Buffalo, Hartford, Burlington, Manchester, or Portland, Maine.

I live in Portland, Oregon!

Perhaps Expedia in their endeavor to target those closest to the above pre-mentioned cities simply chose "Portland" - not realizing that there are many "Portland's" in the United States. Including...

{via Wikipedia}
Portland, Arkansas
Portland, Colorado, a defunct city
Portland, Connecticut
Portland, a proposed city adjacent to Blue Island, Illinois and later incorporated into it
Portland, a former name for Fountain, Indiana
Portland, Indiana
Portland, Kentucky
Portland, Louisville, a neighborhood and former town in Louisville, Kentucky
Portland, Maine
Portland-South Portland-Biddeford metropolitan area
New Portland, Maine
South Portland, Maine, adjoining Portland, Maine
Portland, Michigan
Portland, Missouri
Portland, New York
Portland, North Dakota
Portland, Ohio
Portland, Oregon
Portland metropolitan area
Portland, Pennsylvania
Portland, Tennessee
Portland, Texas
Portland, Dodge County, Wisconsin
Portland, Monroe County, Wisconsin

Here's the creative:

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