Trigger Mails

BMcNulty_100x139In previous posts I talked about acquiring users and converting those to a specific action (e.g. email subscription). What happens when you have an email subscription? You can send customers your monthly newsletter or, alternatively,  there are a couple of easy to implement and high value tools that you can accomplish with emails that are delivered based on when you register.

If you look at Now Novel, a start-up that I am working on, it is a fairly complex application. We want to get people using the Now Novel as quickly as possible, but we also want to educate them about how best to use the service. Trigger (or drip) emails are a great way to achieve this. Take your average user for example. Think of how they interact with your site and what their information requirements are over a particular period. You can then craft emails to support them and convert them further as they go through the process. The usual structure with trigger emails is to send your post-registration / welcome mail and then follow up after one, seven and thirty days but your own requirements will determine how you should structure this.

Trigger mails can also be integrated with other aspects of your website. You might want to offer a 10% discount for a particular exhibition or museum. In instances where users haven’t visited your site for 30 days, you could send them a “Where have you been?” or “Do you know about our new offering?” email. These are just a few of the benefits of using such applications. As with all emails, 90% of your work needs to be on your subject line, as this determines whether people will interact with it, so monitor and craft these as well as you can. Similarly, track your emails so that you know what works and what does not, and then tweak the non-performing emails.

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