Check out year-over-year metrics that identify important trends and key program components that marketers should focus on when developing their Q4 marketing calendars and strategies. Everything from opens and clicks, to mobile conversion and average purchase value.

1. Triggered Campaigns: your Mailing
Program's Best Friend
Kyle Henderick
Sr. Account Manager
“Consistently engaging subscribers with email
content is a challenging task even for the most
nimble marketer, especially as email volume
continues to grow year-over-year at the expense
of engagement. While open and click rates can be
improved through a number of different program
components and thorough testing, triggered
campaigns provide a lift for any marketer’s
current program.”
It’s simple: triggered campaigns are deployed as a result of a specific action taken by the consumer or a
specific data point associated with the consumer.
#2 Why are triggered campaigns so effective?
Triggered campaigns fulfill the two most important requirements for campaign engagement – they are
timely and relevant. How? Many types of triggered messages have come to be expected by consumers as
they enhance the consumer’s experience: for instance, many of us freak out if we don’t get an order or a
shipping confirmation when we complete an online purchase.
Others expect a “Thank You for Contacting Us” when they submit an online inquiry for a product or
make a restaurant reservation. The fact that these emails follow what subscribers do and when they
do it ensures that these campaigns are opened and clicked at a considerably higher rate than regular
messages. In fact, triggered campaigns achieve 2.5 times the open rate and twice the click rate of general
emails, quite the impressive feat considering the 14% drop in unique click rate over the last year.
1.877.937.6245 | sales@yesmail.com | www.yesmail.com
#1 What are triggered campaigns?

2. What are additional benefits of triggered campaigns?
One of the best things about triggered campaigns is that they require less maintenance and overhead
than most other types of messages – once you’ve developed the creative and have the proper targeting/
business rules in place, triggered messages essentially deploy themselves. In addition to the email
program revenue lift, triggers are great mechanisms for testing important email components such as
subject line, offer type, creative (text vs. image), audience segments, and more.
Instead of testing on your larger promotional offers which are typically a one-time send (email sent at
a specific moment), triggered messages are sent consistently and allow marketers to see how different
campaign aspects are trending across hours, days, weeks or months to determine if there are other
unexpected factors in play (I.E. time of day). Finally, triggered messages enhance a positive ISP reputation
and increase the inboxing rate because the high engagement they garner offsets the declining open &
click rates of general campaigns.
What types of triggered messages can marketers implement?
Many triggered messages require a single data point like email sign-up date, birthday, date of first
purchase, or last open/click date. These simple data points enable marketers to run Welcome, Birthday,
Purchase Anniversary, and Reactivation campaigns, respectively. A slightly more complicated but
still easy-to-implement triggers include Transactional (order confirmation, shipping confirmation),
Abandoned Cart, Cross-Sell, Product Survey/Review emails, and many more depending on the level of
sophistication of your program and website.
A lot of times I see marketers overthink their trigger strategy and spend months building it out without
enough data to prioritize building one trigger over another. I would recommend using the simple data
points we discussed to get triggered campaigns up and running and tweak/tinker down the road when
you have collected enough data to know what works and what doesn’t.
1.877.937.6245 | sales@yesmail.com | www.yesmail.com
#3
#4

3. “Triggered campaigns are low-hanging fruit
with a great ROI and require minimal setup
before deployment. Marketers need to make sure
triggers are an inseparable part of their marketing
program.”
As Sr. Account Manager at Yesmail Kyle is responsible for helping major clients
implement new programs, processes, and data-driven strategies to create campaigns
that truly drive revenue. With a passion for technology implementation and a
background in database, email, web, and social media marketing, Kyle turns his
real-world experience into executable tactics to help clients see an incremental lift in
revenue, subscriber engagement, and customer retention.
A lover of all things Chicago, when Kyle is not reading up on latest marketing
practices or focusing on improving client programs, he can be found enjoying
the city’s great restaurants or wearing his heart on his sleeve while rooting for all
Chicago-based sports teams. A curious individual willing to try any and every food
that does not include raw onions, he is always looking for exciting dining options
and new adventures around the city.
1.877.937.6245 | sales@yesmail.com | www.yesmail.com