BULK VS BEHAVIORALLY-TRIGGERED EMAILS - THE CRITICAL DIFFERENCE
Are you still sending the same email to all your customers? It may be time to reconsider that strategy. Let's explore triggered emails and how customizing your content can help distinguish between opened and trashed emails.
This guide will discuss when to use behaviorally triggered emails instead of batch emails to boost engagement and conversion in your email program.
WHAT WE'LL COVER:
- What is a Bulk Email?
- 4 Types of Bulk Emails
- What is a Behaviorally-Triggered Email?
- 11 Types of Behaviorally-Triggered Emails
- Why Shifting from Bulk to Behaviorally-Triggered Emails Is Crucial
OUR EXPERT INSIGHTS ON BEHAVIORALLY-TRIGGERED EMAILS
Email marketing remains one of the most effective ways to reach your target audience. Considering time and money, the return on investment is typically a no-brainer. One way to enhance your ROI even further is to focus on behavioral email marketing, also known as triggered emails. This type of email marketing allows you to target specific segments of your list, ensuring that they receive relevant content. Compared to traditional bulk emails, it feels more personalized.
WHAT IS A BULK EMAIL?
Bulk emailing involves sending a one-time, ad-hoc email to a large segment or the entire subscriber list on a specific date. These emails often contain timely promotions or necessary announcements and are sent to a whole subscriber list.
Often called promotional or calendar sends, these emails are sent to a broad audience with the same message, usually without specific segmentation or content tailoring.
However, bulk emails have faced criticism over the years due to their relatively low engagement rates. Since they don't provide relevant content, subscribers are likelier to unsubscribe or flag bulk emails as spam than tailored, triggered ones.
4 TYPES OF BULK EMAILS
Despite their drawbacks, bulk emails are a quick and direct way to reach many recipients simultaneously. Here are a few popular types of emails in this category:
1 - Promotional Emails: These are sent out when brands announce a new sale or deal. They aren't tailored to one type of customer but are sent to the entire list.
2 - Product Launch Emails: These emails announce the launch of your company's newest product, feature, update, or upcoming event. They often give readers a glimpse into the new product without all the details, building buzz before the official launch.
3 - Newsletter Emails: Newsletters keep subscribers updated on your business. They include tips and tricks, best practices, significant updates, or guides to help customers better understand your product or service.
4 - Contest/Giveaway Emails: Advertising a fun contest or giveaway can engage your email contacts. Highlighting a specific product and rewarding subscribers for their interaction benefits everyone involved.
WHAT IS A BEHAVIORALLY TRIGGERED EMAIL?
A triggered email is sent based on a subscriber's behavior.
For example, if a subscriber joins a list, the welcome email they receive is behaviorally triggered.
Trigger emails respond to one of three types of behavioral triggers:
- External: Something outside the consumer, such as an event or situation
- Internal: An emotion or feeling within the consumer
- Synthetic: An intentionally created external trigger
11 TYPES OF TRIGGERED EMAILS
Understanding which type of trigger your customers respond to allows you to tailor your content effectively.
Behavioral emails benefit your business by providing better insight into customer preferences. More importantly, they drive better results—higher email engagement, more website and social media activity, and increased subscriptions.
Here are some examples to consider for your personalized email campaigns:
1 - Welcome Emails
Approximately 75% of customers expect a welcome email shortly after signing up for a mailing list. A welcome email is your brand's first interaction with a new subscriber, and a Welcome Series often drives significant automated revenue.
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Approximately 75% of customers expect a welcome email shortly after signing up for a mailing list.
2 - Onboarding Emails
After welcoming new subscribers, onboarding emails guide them through your product or service's value, educating them on critical benefits and next steps.
3 - Cart Abandonment Emails
If you run an e-commerce site, sending cart abandonment emails is crucial. These emails, sent when someone leaves items in their cart without checking out, nudge them to return and complete their purchase.
4 - Browse Abandonment Emails
Similar to cart abandonment emails, browse abandonment emails are sent when a consumer browses your site but doesn't add anything to their cart. They encourage window shoppers to revisit your site and convert.
5 - Search Abandonment Emails
Search abandonment emails can be helpful if someone searches your site but doesn't view a product. They target consumers who leave your site early and encourage them to return.
6 - Post-Purchase Emails
These emails show appreciation for customers' support and loyalty, improving retention and fostering a positive relationship.
7 - Back-In-Stock Emails
These emails notify customers when a previously unavailable item is back in stock and encourage them to complete their purchase.
8 - Wish List Emails
Many e-commerce sites allow customers to bookmark items they're interested in. Wish list emails remind them of these items, often highlighting sales or availability.
9 - Re-Engagement Emails
Re-engagement emails can revive interest if your email list includes inactive subscribers. Studies show that 45% of customers who receive a re-engagement email will open future emails.
Studies show that 45% of customers who receive a re-engagement email will open future emails.
10 - Remarketing Emails
These emails remind consumers of your brand, enticing them to return and complete their purchase. They're helpful for those who browse your site or social media but don't convert.
11 - Milestone Emails
Celebrate significant milestones with your customers, such as birthdays or anniversaries. Including a gift, like a discount code or free product, can enhance brand loyalty.
By shifting from bulk to behaviorally triggered emails, you can significantly improve your email marketing results, creating more meaningful and engaging interactions with your audience.
How eMarspro can Assist you
At eMarspro, we craft tailored, behaviorally triggered email campaigns that drive engagement and boost conversions. Don’t settle for generic bulk emails—let’s make your communication more personalized and impactful.
Contact us today to see how eMarspro can elevate your email marketing efforts and help you achieve your business goals!
Get in touch with us now and start making every email count!
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