Trigger email marketing is an email message that is automatically sent to a member on your list when he or she completes a certain predetermined action or a lack-of-action response from that member.

For example, an email could be “triggered” if a person completes an opt-in form on your website, clicks on a link in an email and becomes a “Hot Prospect,” views your video email, buys an item in your shopping cart and etc. There are numerous event-triggered actions that marketers have used to effectively increase their income.

The main purpose of trigger email marketing is to use an automated and very specific email system to increase your ROI more than a broad email campaign. However, according to Forrester Research, fewer than 4 out of every 10 email marketers currently use trigger email marketing.

The biggest problem with trigger email marketing is having an automated email marketing system available and in place. OfficeVP has recently released a complete trigger based email and video email system. This system creates an easy and effective way to instantly increase your conversion rate and ROI.

Here are a few vital “Trigger Email Marketing” tips that will immediately help you in your campaigns

1. Understand your buying funnel

Before you begin using triggers, you need to have a firm grasp of your buying funnel. A buying funnel is an entire process of how a brand new visitor navigates your website or business throughout the entire process and through purchase.

A buying funnel will give you a solid picture of how a customer interacts from start to finish in your business. You will need to layout a path of how every user uses your site, so that you understand how they are making their buying decisions.

Here are a few buying funnel questions to ask:

“How does a user interact with my site.”

“Are your users signing up to an email list, are they buying products, which products could you upsell or       downsell to your clients.”

“How often are your users returning to your site to buy or interact with your site.”

“What other offers could you make available to your previous customers”

“What is the main thing that my visitors are needing”

“How can I provide my clients with a better buying experience”

2. Predetermine your triggers

Trigger email marketing allows you to set predetermined events that will trigger your emails. With ecommerce websites the typical triggers will be emailing a welcome email at the completion of a purchase; if somebody abandons the shopping cart, if a credit card is declined, clients birthday, 30 days after purchase thank you, and etc.

The main priority is to have a firm concept of what you can do to get your visitors and clients to return to your buying funnel.

3. Relevant Email

Trigger email marketing is an extremely profitable tool if it is used properly. However, if your email is not relevant to what the user needs or wants, than your triggered email is useless.

A triggered emails main priority is to enhance the users experience and to build a better customer relationship. With a triggered email you need to make sure that you use all personalization features that are available. This personalization will continue with the offer that you will link to only your website, so that they return to a relevant landing page on your website.

Get Started with Trigger Email Marketing

As previously mentioned, only 40% of all email marketers use triggers. If you are currently using an email auto responder, there is no reason for you not to use triggers immediately.

It will take a little time to layout the process and to get all of the features correct, but a well run email campaign with triggers will be one of the most profitable aspects of your marketing campaigns.

30 Day Free Trial of OfficeVP Email Marketing

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Great question Kiley.

TV spots learn toward entertainment and well produced, can hold a viewers attention for several minutes, while a personalized video email is a talking head, of which, viewers lose interest quickly for “whatever reason”. 

Keep in mind; your emailing establishes a pattern with your subscribers. 

Sending lengthy video emails, over time you will establish a pattern of “sending lengthy video emails”. 

NEGATIVE RESULTS: Our real-time case studies show that establishing a pattern of sending lengthy video emails will result in your open and click-thru rates dropping significantly.  In fact, in one case study, where we established a pattern of sending lengthy video emails, 83% watched less than 15 seconds of an average video length of 3 minutes, “after establishing the pattern of sending long video emails“.

POSITIVE RESULTS: While another case study with a pattern of sending less than 60 second videos emails, the open and click-thru rate went up 500%. In addition, more than 99% of click-thrus viewed 100% of the video,

WE’VE LEARNED:  The best way to keep subscriber’s engaged, is to keep personalized video emails under 30 seconds, and for sure under 60 seconds. 

Once you’ve establish a pattern of sending very short engaging video emails with your subscribers, it’s ok then to send a long video email every once in a while.  And you know what?  They usually watch the entire video.

Yesterday, I was asked why should a person start sending personalized Video and Audio email to their customers and prospects. In addition, did I think video was an effective way to communicate.

• Nielsen Online research found that 119 billion unique viewers watched 7 trillion total video streams during the month of April. That is right, just in the month of April.
• Moreover, according to a Forrester study: A video link in an email can increase clickthrough rates by two to three times.

However, sending a onetime Video email is not a one shot magic bullet.
Consumers are very savvy, have become distrustful of traditional marketing and can sense when they are being sold. “A softer approach is required”, one that is more “real” and less managed.

A personalized video email introducing yourself to a new prospect brings you to life in the eyes of your contact. Your contacts can look you in the eye and read your expressions. In a sense, they can see, hear, touch and feel you are real. Why is that so important?

• Scientific studies show that we derive as much as 55% of the message meaning is derived from facial expression,
• People buy from you not because you are tall, short, large, small, pretty or scruff. They buy from you because they either like or trust you.
• Video email helps you to become a real person instead of just another email or voice over the phone.

Put yourself in the mind of your prospects. Image if you wanted to buy a product or service, but were unsure if you could trust the source, service or product. Would you buy?  Probably not.  Imagine if that sales person sent you a personalized video email, introducing them self. And over the next few days or weeks, you received a few more video emails from that person, allowing you to see, touch, and feel thier genuineness, honesty, and knowledge of the product or service you were in the market to buy. Over time, after receiving several video communications, you would likely gain confidence in the sales person, and when the time was right, you would most likely make the purchase from them instead of someone else. 

To sum it up, adopting video email in your everyday communications will improve your relationships with prospects, customers, family, friends, and colleagues. Resulting in more first-time, repeat sales, and enriched relationships.  And you will have a blast doing it!