As digital marketers, you’re faced with a daunting threefold challenge
when it comes to your email program: how to make your emails
more relevant to people exposed to as many as 30,000 commercial
messages a day1, how to drive more revenue, and how to do so while
stretching your precious resources further than ever.
Enter automated (“triggered”) email programs, which are typically
the highest-performing approach for email marketers — and often
the equivalent of printing money, though thankfully without having to
actually enter into the illegal counterfeiting business.
Unlike traditional broadcast campaigns, in which the marketer
decides when to send a message, triggered emails involve setting
up business rules that require a criterion (or multiple criteria) be met
before a message is sent. In other words, the buyer is the driving force
behind the timing of the email, with his or her behaviors, interests or
demographics automatically triggering the message send.