Sending Sequenced Emails

Marketingsherpa’s 2012 benchmark report found that 65% of companies are slacking with their lead nurturing programs.”

Sending emails based on a time sequence isn’t optimal. It increases the chance of broadcasting generic messages to customers, fails to cater to their individual needs, and neglects your most – and least – active customers.

Each user will move through your funnel at their own pace, and that’s why triggered emails dwarf drip email campaigns. They allow you to communicate with your customers based on their behavior when going through your funnel.

Triggered emails are triggered by events, such as:

A subscriber being non-responsive, which would trigger a reactivation series
A lead subscribing to an free trial, triggering a welcome series
A customer abandoning the onboarding process, triggering an outreach/purchase abandonment series
A customer using the product frequently, leading to an upsell series

The possibilities are unlimited.

Triggered emails have yielded over 100% higher click rates than non-triggered emails and 71% higher open rates.

Why are they so effective?

First, they use customer behavior to segment your list

You’ve shopped on Amazon before right?

Then you’ve probably experienced how they send you emails based on what you’ve been searching for. I recently searched for some books on business and marketing. Look at what Amazon sent me after…

It’s simple, relevant to what I was looking for, and led to me making a purchase.

Second, they’re capable of using environmental triggers to engage subscribers.

Triggered emails act on your customer’s behavior. This allows you to overcome objections and capitalize on more active users. For example, if a group of users are highly active, you can offer them cross-sells and upsells. If a group is less active than usual, you can initiate a reactivation campaign, or ask them if they need help with your software.

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