How to Refine Your Triggered Emails in the Age of Personalization

The triggered email, defined as an email delivered when a person performs an action or meets a condition defined by the sender, has been around since the early 2000s.

Marketers should not only use this strategy but also consider segmenting their audience to provide an engagement-based experience for each user.

For email, personalization is a method of targeting in which an email appears to have been created for a single subscriber. It is widely accepted that the public prefers personalized messages, and personalization has been shown to increase openness and engagement.

Adjustment techniques include

  • Add a subscriber’s name to the subject line or text of the message
  • Create user segments based on past purchases or demographics
  • Use a subscriber seat to create email content for your area

Microsegmentation

Microsegmentation is a relatively new concept that email marketers are starting to implement in their applications.

In addition to traditional segments, such as active, loyal, disengaged, etc., microsegments contain complex data and demographic history to form extremely diverse groups and improve the performance of their email programs. Behavioral data can include engagement in emails, websites or social media promotions, and more. Demographic data can include age, location, and relationship status.

As for these concepts, the more data your subscribers collect, the better. Many senders only collect email addresses from their subscribers or have fewer conversion restrictions. However, an increasing number of companies are following a different strategy.

They were able to identify opportunities to gradually profile their customers and build more solid data profiles, leading to better segmentation and conversion opportunities. They can do this because they provide a clear picture of why providing more information is beneficial to them and will lead to a better subscriber experience.

B2C

A common strategy among B2C brands, which have struggled with a longer compliance process in the past, is to provide their audience with a more personalized approach from the start. Offers better product recommendations and usually involves some form of research or form filling with the promise of providing a personalized experience to your subscribers.

B2B

The approach is different for B2B senders. In the past, controlled modules allowed companies to obtain more information from their subscribers in exchange for higher or better prices. However, when a company requires a lot of information, conversion rates generally drop.

Important to keep in mind

With all the different ways in which customization can be applied to your program, there are a few key elements to consider:

  • Privacy policy: When collecting data from your subscribers, it is important to comply with relevant data policies, such as CAN-SPAM, CASL, and GDPR. More policies are being implemented each year, so your email schedule and data collection points should be checked regularly to ensure compliance.
  • Regular evaluation of e-mail programs: even the best-automated trips need to be updated from time to time; Therefore, regularly check your automated journey to ensure that your information is up to date and relevant to your subscribers. Also, read your templates, subject lines, and other important elements to ensure that performance remains at a high level.
  • Focus on current events: the world is unpredictable, which means that you need to be able to adjust your schedule immediately. The ability to pause or change the running program is critical.

Data overview: Keeping up with data trends is crucial. Mailbox, open rates, and signs of engagement are important to understand the performance of enabled email programs.

Fortunately, you can apply these various tips and tactics and include them in your triggered email campaigns to create more engaging emails for better engagement.