Ed Henrich has a
great article in ClickZ on how to reach out to your most engaged e-mail subscribers in a relevant way. "Segmentation works, but often a faster, easier way is to develop a set of triggered marketing programs. These "lights-out" automated programs work while you sleep. You can reach out to your customers when they most want to hear from you -- when they're actively engaged."
His examples of trigger-based e-mail programs include:
- Welcome E-mail Program
- Cart-Abandonment Program
- Transactional Messages
- Referral Program from Net Promoters
- Win-Back Campaign
- Pre-Trip Countdown/Post-Trip Relationship
- Browse Program
- Special-Occasion Reminder Program
- In-Stock Notifications
- Automated Refill-Reminder Service
In this article Ed provides the purpose and benefits for each of these e-mail strategies.
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