August 8th, 2015
My ECommerceBytes article on e-mail triggers is up at http://www.ecommercebytes.com/cab/abu/y215/m08/abu0381/s02. It’s based on a workshop at IRCE in Chicago last June.
What’s an email “trigger?” It’s an event that causes your email marketing system to send a message to certain individuals who have been visiting or shopping on your e-commerce website. The whole system depends on people logging in the moment they visit, so you can identify them and contact them later. Nathan Decker at evo.com, a sports equipment seller, explained how he and a programmer worked up a system that automatically approached people even if they were simply looking on the site–not even if they had gotten to the point of an abandoned cart. It seemed a tiny bit intrusive to me. If you are just casually looking on a site and don’t buy anything, would you respond positively to a marketing email encouraging you to buy something similar? I would not. But that’s just me. Some less-automated and less-expensive version can certainly be worked up by e-commerce sellers on a budget.