Triggered messages, direct responses to a customer’s specific behavior, are a must for retail marketers. And why wouldn’t they be? Often consisting of flows, these emails enable true one-to-one personalization and generate more than three-quarters of email ROI, according to the Data & Marketing Association. However, while media brands have different objectives, they can use triggered messages just as effectively.
Artificial intelligence has enabled marketers in every vertical to take these emails to the next level, evolving their tactics from foundational to more sophisticated with personalization and predictive analytics, among other forms of machine learning. As publishers continue to diversify their revenue streams beyond advertising and embrace newsletters, they’re increasingly doing just that. Here are five examples.
Welcome streams are often the first step in the customer journey. If someone signed up for your newsletter, they’re letting you know that they want to hear from you and it’s your job to let them know they’ve made the right choice. Welcome streams provide the opportunity to introduce your brand and emphasize your values, while letting the reader know what to expect. Interior design publication domino does this well by personalizing the experience. People receive different versions depending on whether they’re purchasers or subscribers, among other signals.
Cart and browse abandonment emails are great revenue opportunities for retailers. The customer has already expressed interest in the abandoned items, which gives brands a solid starting point. The use case is less obvious for media companies. A “Finish this article you X’d out of” might seem too intrusive, but it’s perfect for Netflix, which includes their “Continue Watching” carousel from users’ homepages in email messages.
Vanity Fair: Post-purchase
When customers convert, post-purchase emails give marketers the opportunity to engage them and encourage future loyalty, setting the stage for the next purchase. This is another triggered message that isn’t as obvious for a media brand, but the opportunity is there, as Vanity Fair demonstrates. As the publishing version of the replenishment trigger brands like Sephora and Dollar Shave Club favor, Vanity Fair sends this email to remind the reader to renew their subscription. The Condé Nast magazine also incentivizes acting fast with freebies.
If you’re a theSkimm subscriber, the fun, irreverent tone is likely what hooked you. The daily newsletter deploys that same strategy to win back those disengaged readers who don’t open and read emails the way they used to. Rather than go the generic route, theSkimm sends a popular meme, a picture of The Hills’ Lauren Conrad with mascara and tears running down her face, with the caption, “I miss you.” There’s also a short-but-sweet message reminding readers exactly what they’re missing out on by not engaging.
Retail Dive: Proactive triggers
Welcome, abandonment, post-purchase, and re-engagement are the four most common categories of triggered messages, though there are countless options. Many of them are proactive, based on events such as birthdays and anniversaries. Retail Dive uses the latter, sending a reader an email to celebrate his one-year anniversary as a subscriber. The retail industry trade creates the opportunity for additional engagement by including links to the top stories from that time, as well as a referral link to pass that engagement on.
This is just a teaser. For more inspiration on how to incorporate sophisticated triggered messaging strategies to increase your subscriber list and pageviews, download The Ultimate Playbook to Triggered Messaging.
This post is sponsored by Sailthru. | Content written and provided by Sailthru.
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