There is more and more talk these days — amongst marketing organizations and software companies — that consumers are over-emailed, which is to say email inboxes are overflowing, and people — your customers — don’t have time to read them all.
Therein lies a lesson for retailers who market via email: Ease up.
In other words, Bronto Software says in a white paper, “Don’t oversend.”
To avoid oversending, Bronto says, establish triggers for sending email messages to customers. Suggested triggers include transactional triggers based upon an action such as a customer response to a sales inquiry or notification of an abandoned shopping cart; and recurring triggers such as birthdays or renewals.
“Even if you’re new to email marketing,” Bronto says, “it will come as no surprise that relevance and timeliness drive responses today, not the generic mass email blasts that once did. The reason? Your customer and prospect inboxes are full and in order for you to stand out, your messages have to relate to them instantly.”
Trigger-based campaigns, Bronto says, are effective because they are based on customer behavior and an action taken vs. a marketing push strategy.
Bronto’s white paper, “The Need for Ease: Leveraging a Trigger-based Email Program to Create Relevant and Timely Campaigns,” can be found at emarketingpapers.