1. The Wonderful Thing About
Triggers is Triggers are
Wonderful Things
Kyle Henderick
Sr. Account Manager

2. Yes Lifecycle Marketing Confidential 2
Agenda
1. Why Triggers are Wonderful Things
2. Making Your Triggers Wonderful Things
(Framework/Execution)
3. A Simple Trigger Case Study

3. Two Quick Facts

4. Yes Lifecycle Marketing Confidential 4
Sorry Pooh…Email is Here to Stay
In spite of newer
digital channels and
activities, email
remains a staple of
consumers’ daily
digital media diet

5. Your Email ‘Pot of Honey’ is Being Shared
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6. Why Triggers are Wonderful
Things

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Because…
I’m the Only
One!

8. • 72% of shoppers agree personalization makes it easier to find
products they want to buy. (E-Tailing Group)
• 61% of consumers say they feel better about, and are more likely to
buy from, a company that delivers custom content. (Custom Content Council)
• 78% of consumers believe that organizations providing custom content
are interested in building good relationships. (TMG Custom Media)
• 90% of consumers find custom content useful. (TMG Custom Media)
• 60% of consumers feel more positive about a company after reading
custom content on its site. (Content+)
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Your Consumer is the ‘Only One’

9. Which is Why Triggers are Wonderful Things
1. Triggers respond to a specific action taken or data point
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relevant to your consumer
2. Triggers are timely and take advantage of the small
window of customer attention
3. Triggers require less maintenance and overhead than
promotional offers while being more relevant
4. Triggers show knowledge of consumers and an interest
in their actions
5. Triggers are great mechanisms for testing
6. Triggers enhance a positive ISP reputation

10. Triggers Deliver Marketers ‘Fun Fun Fun’
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11. Making Your Triggers
Wonderful Things

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Pounce!

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Types of Triggers
• Order Confirmation
• Product Registration
• Shipping Notification(s)
• Welcome/Sign Up
• Product Feedback/Reviews
• Preference/Profile Update
• Product Alerts
• Abandon Cart
• Browse Abandon
• Anniversary
• Customer Service Inquiries
• Birthday
• First Time Purchaser
• New Non Purchaser
• Lapsed Purchaser
• Cross Sell
• Offer Reminders
• Reactivation
• Weather
• Sports
• Keyword Search
• Local Events

14. Execution and Framework Triggers
1. Audit existing customer data/website touch points
2. Identify quickest wins for execution/launch of data driven
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triggers
3. Review triggers on a regular basis to optimize after
collecting data
4. Create a scorecard for promotional and cross trigger
review
5. Determine a hierarchy based on trigger results
6. Implement testing roadmap for content and subject lines
7. Repeat the cycle

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Example Trigger Scorecard
Campaign Delivered
Average
Order Opens Open % Clicks CTR Revenue $ Per Email
WOW
Score
Cross Sell
Purchase 69,771 $42.45 24,713 35.42% 17,999 25.80% $147,519 $0.47
Abandon
Cart 139,807 $43.31 60,494 43.27% 32,648 23.35% $150,845 $0.93
Birthday 85,518 $43.83 24,347 28.47% 20,279 23.71% $124,878 $0.68
Welcome 79,791 $40.93 23,482 29.43% 17,432 21.85% $89,341 $0.89
Product
Reviews 111,789 $38.96 36,298 32.47% 25,584 22.89% $161,909 $0.69

16. Case Study

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Char-Broil - Welcome Series
• Research
– Subscribers are most likely to
buy within first 30 days
• Goal
– Incentivize purchase and
reward email sign up
• Solution
– 3 touch Welcome Series

18. • 49.7% open rate, compared to an average open
rate of 18% for existing ‘Offer’ program
• 18.6% click rate, over six times the average 3.05%
click rate for existing ‘Offer’ program
• 2x average revenue per email sent over in
comparison to existing ‘Offer’ program
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Results

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Char-Broil - Grill Registration
• Research
– Consumers who register
products are more likely to
purchase complementary
items from the same company
• Goal
– Incentivize product registration
to promote cross selling
• Solution
– Multi-touch product registration series

20. • 57.00% open rate, compared to an average open
rate of 18% for existing ‘Offer’ program
• 26.48% click rate, over six times the average
3.05% click rate for existing ‘Offer’ program
• 10x average revenue per email sent over in
comparison to existing ‘Offer’ program
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Results

21. Conclusion
• Triggers deliver almost 2.5X the open rate and 2X
the click rate of typical promotional campaigns
• Audit your current data today to find a new trigger
to add to your marketing program tomorrow
• Create a measurable scorecard before holiday
season to be agile come 2015
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• Enjoy the Revenue ($$$) increase

22. Have Any Questions?
Email us at marketing@yesmail.com
Visit us at www.yesmail.com
Call us at 1.877.937.6245

23. Thank you!