According to Molly Niendorf, some marketers worry that triggered email will look inauthentic to recipients. "Sure, automatic emails have been around long enough that recipients know you're not perched at your computer, hitting the send button just as soon as they sign up or click a link," she writes at the Emma blog.
But, she argues, your audience will appreciate smart triggers that show how you're paying attention to their preferences and needs. For instance:
Send welcome messages that go beyond a generic welcome. "If you're an outdoor adventure company," she says, "you might display audience groups on your signup form so subscribers can select to receive communication about their areas of interest." With that information, you can then welcome new subscribers as members of your "climbing" or "kayaking" groups.
Include personalized coupons in a birthday greeting. Use age, gender, location or purchase histories to create a triggered offer that's more relevant to your recipient.
Tailor thank-you messages to a customer's specific segments. "If you've sent a customer experience survey to customers in different store locations," she suggests, "send customized thank-you notes to Austin customers and Houston customers."
Identify and invite your best customers to special events. "If you have a link in a campaign about your annual big event," she notes, "any recipient can click to view the event's details. But you might decide that only clickers in your 'members & donors' group will receive an invitation to the event by way of a trigger."
Conclusion: Cyber is OK. Everyone understands that a triggered message is automatic—but automated messages can easily build customer relationships with relevant, valuable content.
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