They have many names – an auto-responder, trigger(ed) or reoccurring campaigns, welcome, transactional, thank you messages, campaigns on demand – regardless of what you call them, these types of campaigns are often overlooked by eMarketers. This oversight could prove to be a costly mistake, not only are there potential sale dollars associated with their absence but you could be missing new IDs or delaying the use of addresses collected. As eMarketers, we must capitalize on this top-of-mind factor and respond as quickly as possible after the consumer interacts.
Immediate interaction is easy through automatic campaigns, they also play to your recipient’s need for instant gratification while insuring that you collect an accurate email address – sending what your recipient is seeking through email insures an accurate exchange for your whitepaper, confirms activation before a free trial or before you offer the best price/ status of what they’re seeking. Here are a few other considerations:
- Sharing – Emails are easily forwarded, which gives you additional data on what happened to your offer… was it downloaded, was it shared with others etc.
- Lifestyle – Your recipients are busy and can be easily distracted; an email has greater shelf life than a confirmation page. Your recipients can hold onto the message until they’re ready to read through attachments/ download or complete your questionnaire.
- Technical Issues – If you’re offering a download, odds are the user has settings in place to prevent/ deter the action… is it worth missing the contact?
- Contact Info – The automatic email gives you the chance to make the follow-up/ second touch… odds are the message is going to sit in the recipient’s inbox for a couple days; this is great awareness and the perfect vehicle to house your contact information.
Be sure to join us for our upcoming Service In Action call on August 24, at 2:00 ET, we’re focusing on these campaigns, success stories and how you can successfully apply to your marketing plans.
