Research from Epsilon and other sources shows that trigger email messages enjoy open and click rates approximately twice as high as other emails. Their superior content relevance to each recipient and optimal timing explain the effectiveness.
Let’s look at a simple example of a trigger email strategy. Assume that a crop protection marketer sends an announcement email message regarding a new pre-emergent herbicide for soybeans to its list of growers. Some of those recipients – hopefully a lot of them – proceed to open the message and click on links in the message to visit the company’s website for more information.
Rather than saying “mission accomplished” and stopping there, the company could capitalize on that interest. A follow-up message could be pre-programmed into the email system to automatically send to each person who clicked on the link. The message might offer further details regarding the herbicide, point the audience to test results, make a special offer or answer questions prospects may have. The trigger email could be programmed to send immediately, a few days or weeks later, or at a particular time. In fact, there is no reason the company would need to stop at one trigger email. A series of messages could be programmed to be sent at particular times leading up to application times. And whether some of those messages are sent can be made conditional on whether a grower has taken or not taken other actions.
Trial of a new herbicide, or most other agricultural products, is likely to be a considered purchase in which the decision to adopt or not adopt likely occurs over a period of weeks, months or years. Prospects need to be nurtured along the path to purchase. Trigger messages help with that task.
If you want to read more about trigger messages or other best practices in email marketing, you can download a copy of Swanson Russell’s, The Marketing and Communications Manager’s Guide to Email Marketing.