We surveyed our partners about trigger mailings popular questions about and compiled a short list of questions that worry people most often. We discuss them in detail in this article.
1. What is better: creating trigger chains manually or using ready-made scripts?
Creating trigger maps manually is a long and labor-intensive process. You need to consider how the triggers will be combined with each other, decide on the frequency of sending, link the client base with user actions on the site or in the mobile application, and much more. Then, empirically check how the chains work, make changes (because the first triggers rarely bring the desired effect) – and so on in a circle.
To reduce launch time and start getting results faster, we recommend using ready-made solutions. For example, Retail Rocket has a pre-configured trigger communications map with over 40 scenarios. You can see what it looks like by following bahamas email list 88272 contact leads . We tested it on millions of users and continuously improved it over 7 years.
The system will need a couple of days to adapt to your tasks, and it will immediately start to benefit the business. A ready-made map will also help to eliminate the human factor – someone removed one scenario, and the whole system went down, or a new marketer did not understand the settings of the previous one.
2. How to link the customer base and its behavior on the site?
Step 1: Clean up your contacts database
What to do:
- Get a list of email addresses.
- Remove invalid addresses.
Why this is important: Incorrect addresses will not receive your emails, which will reduce the effectiveness of your mailings.
Step 2: Send a bulk email
What to do:
- Send a letter inviting them to visit the site.
- Include a link in your email.
Why it matters: An email with an offer will encourage popular questions about the user to click through to the site. This will link their email to the cookie.
Example: If you send an email with a discount on popular products, users who are interested in the discount will click on the link. This will associate their email with a cookie.
Step 3: Update your cookie data
What to do:
- Send automated emails periodically.
- Check and update your cookie data.
Why it matters: Users can delete cookies. Regular emails will help keep your data up to date.
Example: If a user has deleted a cookie, the next mailing will remind them of your site and reinstall the cookie.
Why it matters: Triggered emails increase engagement and bring users back to the site. Free connection can attract partners.
Example: If a user leaves an item in the cart, send a reminder email. This will increase the likelihood of completing the purchase.
3. Is it possible to set up sending trigger mailings to specific segments?
Yes, you can. In addition to segmentation by behavior on the site, the audience can be segmented by location, loyalty level, interests, and set up automated communication with it. For example, for a chain of stores with branches in different cities, popular questions about you can send separate mailings depending on the location of the client. Clients from Moscow will receive information about Moscow promotions and new products, clients from St. Petersburg – about St. Petersburg offers, and so on.
For our part, we help to think through and set up such custom scenarios. They will be relevant, for example, for retailers with stores in different regions, where prices and availability of goods differ.
An example of how you can use the e-commerce trends in 2023: everything you need to know tool to segment users into new, loyal, and those at risk, and set up communication with them. The system checks the conditions – purchases, transitions, and other metrics – and sends a relevant letter based on them.
4. How to avoid spamming a user?
If the trigger communications map is built manually, you need to carefully consider how the scenarios will be combined with each other, popular questions about as well as set up the optimal sending time. For example: a user went to the site and added a refrigerator to the cart. Then he left the site without placing an order, went to the mobile application and started looking at the vacuum cleaner card. What trigger should he send in this case? “Abandoned cart” is a stronger signal, and “Abandoned product view” is a newer one.
In Retail Rocket, such dilemmas are excluded. Since kcrj the system is based on artificial intelligence. It collects all the information about user behavior in a database (CDP) and, based on it, decides which trigger, with which products and when to send to a person. If several triggers are suitable, the system will automatically select and send the one that is most likely to lead to conversion.
There is also additional protection against spam – the Inactivity hours tool. With it, you can set up the time period during which letters will not arrive. The standard is 48 hours, meaning that the user will be sent a maximum of three letters per week.
Key findings
- Launch triggers with ready-made solutions : Set up trigger mailings with ready-made scenarios. This will save time and reduce the risk of errors. If you need something special, add your own scenarios.
- Link customers to their actions on the site : Remove non-working emails from your database. Send an email with a link to the site to link the email to the user’s actions. Update the data regularly to keep it relevant.
- Segment your audience for precise offers : Divide your customers into groups based on their behavior and interests. Set up your mailings so that everyone receives only the offers that are truly interesting to them. For example, send promotions by city, popular questions about taking into account local features.
- Don’t overwhelm your customers with emails : Set up the system so that it chooses when and which email to send. If there are many triggers, popular questions about the system will choose the most important one. Limit the number of emails – three emails a week is enough to avoid annoying customers.
