Welcome to the marketing club at the Mumara Business School. No, you can sit with us, even though we keep it highly exclusive. Today, we will talk about the biggest kept secret in the email marketing industry. This is a trigger based email marketing automation guide. Get ready to thank us later. Cheers!
The Trigger Technicality
The difference between a good marketing strategy and a bad marketing strategy is not only going to be about the results. It is also going to be about the route you took to get to these results.
A smart entrepreneur will simplify the marketing process and populate the marketing strategy. Eradicate excuses. Cut to the chase with the customer on a one on one basis. Automate without making it seem robotic or automated. Send love to your customer right into their inbox and gain loyalty through Mumara.
A short story about trigger based email strategy:
Mumara’s Triggers are a quick and easy way to make your automation much more automatic and dynamic. With triggers, you can choose to do amazing things.
A trigger allows you to design and submit your campaigns in a logical sequence in advance. These are withheld until the moment that you have defined for them arrives.
Triggers can only push an existing broadcast or campaign. Their only job is to send the email or content when you think it is time to. Basically, you define the timing. The email leaves your email to the recipient when your defined time happens. In fact, it does not need to be an exact time. It can be an event. For example, you may want the email to leave your email for the recipient when the recipient makes a purchase. You may do so through triggers.
Simplifying Trigger based email systems:
Triggers can be understood as the signal that will hold the email at your address until you want it to be dispatched. There are many unique triggers that you can use and mix and match in Mumara. You can also use a combination of many features to use a lot of dynamic rules to send your emails. This means that you can schedule your emails all at once. You can list all the emails that you will be sending out. for example the following client’s birthday wishes, client’s loyalty emails, and yearly reminders.
You can create the images once and for all this will help you save time and effort. Then you apply the rules to your emails. Then you can simply add more and more people to the contact list which in itself can be automated. Every user that is then applicable for the email will be sent the email directly without the need of your interference or monitoring. What this does is that it lets you schedule all your work in a seamless manner. You can easily design and create what you want to do with users. You can segment them and apply different kinds of rules and campaigns on different groups of people. This lets you create very dynamic and creatively sound small chunks of marketable people. You can converge them with greater ease and a much more simpler way. The convergence will be unique and creative.
The trigger based email application.
You have got to see it to believe it.
Email marketing is rewarding. When done with a great deal of precision it can yield unbeatable results. You do not need hardcore science to back up success. But you do need hardcore technology.
Triggers are complicated on the back end, and they are seamless on the front end. Mumara has a very userfriendly interface so it becomes quite simple for the marketer to put everything in motion. You can automate your marketing strategy if you know what you want from it.
From a list of thousands of contacts, every person or contact will need to hear different things. It is very important to dynamically meet the shifting needs of every contact in order to keep them engaged and immersed in your business. The best thing about the triggers is that they keep everything scheduled and seamless in the background as you have authorized each one of these threads or campaigns to go on. There is no need to check on them. The procedure allows massive scalability that can be carried out by one or a few persons with a surmount of ease.
Campaigns and Trigger based email systems
There are many parts of a campaign. Sometimes you need one email sometimes you need a series of emails to serve for the campaign objectives. Similarly, sometimes you can send one email to everybody, sometimes you need a lot of tweaks for the initial email to be sent to many people in different forms. A marketer has to take into account the diverse differences among people that are just not limited to their name, identity, and class.
They then need to break into their DNA and find very personalized ways of dealing with their emotions and deploying these emotions on to work to prosper their brand and business. This is why it is essential to send only and only highly personalized content to the recipients. A good email will carry all of this personalization and it will fetch it to the recipient in a precise and impressive way.
Heres how it works:
You apply triggers based in the behaviors of the people involved. This automated process is also called behavioral marketing automation.
Triggers let you accomplish your goals. You can send unique and creative emails. They will go on to the recipients in the background in the shape of many different broadcasts and very different campaigns. All of which serve a different purpose. However, no business, startup or small set up can afford to do so on an individual level. This is why you need marketing intelligence in the shape of Mumara.
You can send these to as many people as you want to and the only effort needed from you will be a one time one. Furthermore, this makes your contact lists much more scalable. The marketing strategy can be made effective and creative through these tactics. This allows for intelligent communication between your emails and the user. The effect on the recipient is real.
There are many types of trigger based email sequences.
You can make triggers work for you depending on the nature of email you are sending. Over our time as developers, creators and refining engineers of a marketing automation engine, we have come across many useless and minuscule attempts at trying to define the kinds of emails you can send or you should send to your user. This means that you can send only a definite amount of emails to someone and that essentially is quite restricting and unintelligent to say. So needless to say that the attempts were useless, and didn’t help us or anyone much. We had to come up with this.
These are broad but comprehensive categories of the kind of emails that are generally sent. These include a lot of emails that can be sent for any business at all. However, there are always going to be other emails that are beyond the scope of this article and today’s date. But as we have seen a characteristic of email marketing automation, the types and the technology keeps growing over time.
Activity-based triggers or event-based triggers are basically things that may happen These triggers are pre-emptive. Here are some of the examples:
Dormant activity triggers
Non-activity based triggers are basically when something is not happening and you want to send the recipient and email-based on that. The finest example of this is Hey, where have you been? Or something like hey, we are missing you so much. Or hey, come back to us!
So essentially you do not need to manually look into the inactive people to shake them up. With triggers you can just create an email to remind the people, set up criteria that the amount of time that should pass before the email is sent. This time can be defined as the inactive period.
Furthermore, you can choose the kind of emails you want to send to your segment. The email can be different for each segment. This is also a preemptive trigger that assumes that the activity will happen so you prepare your broadcasts.
Evergreen Campaigns are designed on time. These are not events. These are moments in future history. What this means is that you can schedule an email for every 10th of February. Or for every New Years’ Eve at ten o clock. This can be same for everyone. Or it can be unique as well. for example, you can schedule an email for every anniversary between the recipient joining your email list. Or on the date of their first order from your brand yearly.
This can also be like a reminder. Like the billing date that you may be offering your clients. You can send them a reminder on the billing date monthly. This can also be a daily reminder based on their willingness to receive an email.
For example, if you have designed a water reminder app and you want your users to receive a daily email reminder to drink water then you can schedule this. You can add a dynamic tag in it. This can be a recurring thing.
How delays help in making it dynamic:
You can choose to execute it instantly and after some time. You can also choose to work it later.. When it is much more relatable, relevant or appropriate. Link: after the contact turns 18. Or after the contact shops for $1000 from your website. When someone’s anniversary is near. When someones birthday is close. Among other things.
There is also another kind of way to schedule. This is called the evergreen campaign. This is an easy way to schedule time related or date related campaigns. For example, you may want to send the same email to your clients every month. Or you may want to send them the same standardized email about your priencip[les etc yearly, you can do so through these evergreen emails. The email will be sent on the same date at the same frequency as you want it to be at.
Other dynamic ways to improve the relevance:
Your email has to convert. We do not recommend our users to rely on writing great subject lines. This is because we assume the users already know that you can not ignore your email subject lines. We rather encourage our users to create fancy emails that are relevant to the user. Sending relevant emails means your user will be able to enhance the value of their time by reading it. If your email is not adding to their level of awareness, education or interest then you are wasting their time. This means that they will waste your money by not adhering to any of the marketing ad nauseam literature you sen to them in the future.
A life without triggers.
No triggers mean limited automation. Automation will still require a great deal of intervention and human input. This input is millionth times less than the input of sending emails to contacts in a spreadsheet. It is still a lot more than trigger based email sequences. Here is something put this into visual reference:
In this case, you should remember one rule. And that is that a lack of dynamic approach is directly proportionate to the lack of marketing success. Similarly, an increase of effort in terms of automating things is directly going to be proportionate to the scalability of your marketing strategy. Although with something as powerful and potent as triggers less is always more. You should never suppress your own emails under the burden of too many rules that may never actualize.
There is no need to design emails and campaign for your product based on unrealistic facts. For example, if you are likely to sell a house twice to the same customer and you are a real estate broker, then there is no need to design campaigns and schedule them using triggers for customers who are buying their fifth or sixth house. Unless you have a large and distinct marketable chunk of people or segment who is actually likely to fit your criteria, you do not need to plan for such one-off cases.
Having said that, with something like Trigger based email scheduling you can prepare and plan for more people and greater instances. Perhaps one of the best things about Trigger Based Email Scheduling is that you can pre-empt and design for a lot of instances that would have been impossible if you were to manually send people.
As easy as a piece of cake? Then let’s do this!! Read more at Mumara Business School. Here’s how others roll with Mumara.