Email Marketing: Triggered vs Traditional
Email marketing is one of the most cost-effective marketing tactics, with every $1 spent returning $51 in revenue. Let us take you through how you can successfully target your audience through email marketing.
Email marketing is one of the most cost-effective marketing tactics, with every $1 spent returning $51 in revenue. However, did you know that there is a way to format your emails to increase conversion rates?
Grab a hot drink, and let us take you through how you can successfully target your audience through email marketing.
Traditional Email Marketing
Traditional marketing tactics tend to promote products or discounts to your whole audience. Although they are not usually personalised, they get desirable products in front of your previous customers, promoting them to check out your site.
This can be dissected even further by sending a general email to a certain gender or country, for example, to specifically target that group.
The issue with this? Open rates may dwindle if there’s no incentive. Direct marketing emails tend to receive just a 20% open rate. Not forgetting that just opening the email does not result in conversions.
However, this type of email marketing is helpful in keeping your brand in front of your audience - specifically those who have bought from you before.
Triggered Email Marketing
Yet, the sweet spot of email marketing is usually hit with triggered emails. These are the emails that pop into your inbox after you’ve abandoned your shopping cart, offering a too-good-to-miss discount.
Coincidence? I think not.
By using this technique, you know the user has already considered making a purchase but something stopped them. The price? Shipping costs? Got distracted? The reason doesn’t matter in the grand scheme of things as long as an email with an incentive land in their mailbox.
They may have abandoned their carts, but not for long. As triggered emails get 15x more click-through rates than traditional methods.
So I Shouldn’t Be Doing Traditional Email Marketing?
No. You should be using a mix of methods to ensure ALL of your audience is being targeted.
By focusing solely on triggered emails then you are alienating the customers who are not abandoning carts. These people may not even be revisiting your website after their initial purchase, which should be as much as a priority as abandoned carts.
A mix of tactics will show you what is and isn’t working, and allows you to prioritise certain areas. If you notice triggered emails are much more successful than direct marketing emails, then spend less time on direct marketing - use this technique for holidays/events and focus your efforts on triggered emails.
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