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.