email trigger marketing

Trigger email marketing in your customer journey


The Essentials in Brief

  But what is triggered email marketing, and how does it differ from traditional email marketing?

Customer segmentation in email marketing through CRM with trigger email marketing

In traditional email marketing, mass emails are often sent to all customers, regardless of their individual interests and behaviors. Trigger email marketing, on the other hand, utilizes extensive data from Customer Relationship Management (CRM) and behavioral data from the web and apps to segment customers into different groups. This customer segmentation in email marketing with trigger email marketing allows for the precise targeting of emails to specific customer groups based on their behavior, interests, and past activities.

Behavior-based trigger email marketing and their application

A crucial difference lies in the use of behavior-based trigger email marketing . For example, a trigger email marketing can be activated when a customer abandons their shopping cart without completing a purchase. In this case, the customer automatically receives an email with additional information about the products in their cart. The trigger email marketing emails can contain personalized recommendations, upsell offers, and even price-sensitive information. The data is forwarded to an email system that processes the information and uses it for email personalization. 

Trigger email marketing results and KPI

The use of behavioral data and trigger email marketing leads to significantly more relevant results. The open and click-through rates of trigger email marketing messages are twice as high as those of classic campaigns without behavioral data or triggers. In addition, you can increase your email marketing conversion rate by up to 50% when compared to similar groups. This translates into higher revenue, as more customers convert into buyers.

The identity graph: Teavaro's solution for trigger email marketing

A crucial component for successfully implementing trigger email marketing is the identity graph. This enables the valid linking of email data with first-party data to create a comprehensive customer profile. Teavaro, an expert in this field, offers consultancy and solutions for implementing an identity graph. By enriching customer data with prospect data, companies can harness the full potential of triggers to send personalised emails and increase the customer lifetime value.

Advantages of trigger email marketing over traditional email marketing

The advantages of trigger email marketing over traditional email marketing are significant. Trigger email marketing not only achieve higher open and click-through rates but also lead to increased customer engagement and brand loyalty. These are long-term strategic goals that can be achieved through targeted, personalised emails.

Trigger email marketing use cases

The application of trigger email marketing should be tailored to the specific use case. Cart abandonment is a common use case for capturing customers at the beginning of the customer journey. However, the ultimate goal is to strengthen customer loyalty and increase the customer lifetime value. This requires ongoing analysis of customer interactions and adjustment of the email marketing strategy.

The current standard in trigger email marketing

The current standard in trigger email marketing primarily revolves around promoting discounts and offers. While discounts are important sales-promotion measures, they should not be the sole solution. Instead, companies should seek ways to create additional value for their customers by utilizing their resources and capacities wisely.

The significance of trigger email marketing for the Customer Journey

Trigger email marketing is of crucial importance for the customer journey as they align with various phases of the customer cycle. Data from the CRM system serves as the foundation to segment online visitors into relevant segments and send the right trigger messages at the right time. Many customers struggle to effectively utilize this data, which is why at Teavaro, we provide clarity with our identity resolution graph.

Overall, trigger email marketing has the potential to significantly enhance the effectiveness of email marketing. By using behavioral data, personalised trigger messages, and implementing an identity graph, companies can strengthen customer retention, boost conversion rates, and build long-term customer loyalty. Teavaro is available as a competent partner to assist businesses in implementing this innovative strategy.

Our mission is to truly connect people, brands and media

We believe a true connection is built on explicit consent and grows over time as it offers unique value to all. The resulting relationships will be the foundation for scalable people-based marketing by tailoring content and interactions to individual people, not segments. This makes two-way communication possible.

About the author:

Dirk Rohweder

COO & Co-Founder

Dirk has over 30 years of experience in management positions in IT, telecommunications, consumer goods and consulting, including as CIO of the Paulaner Brewery Group and T-Mobile (UK and Germany).

Since 2012 he has focused on customer data as a strategic asset and basis for omnichannel marketing, data-driven business models, data protection and marketing consent (GDPR).

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Our mission is to truly connect people, brands and medias

We believe that a true connection is built on explicit consent and grows over time as it provides unique value to all parties involved.

Today we are looking into the challenge of creating the single customer view and how this challenge is linked to identity resolution.
The idea of personalising a service or a product in response to a customer’s need is as old as commerce itself, but in the past generation the internet, cloud computing and machine learning have given businesses an unprecedented opportunity to increase its reach and scope. When, in the noughties, Jill Dyché and Evan Levy tried to explain in a book (Customer Data Integration: A Single Version of the Truth, 2006) what customer data integration was like, this phrase had been already criticised for being a repackaging of previous notions such as Service-Oriented Architecture (SOA), Extraction, Transformation and Loading (ETL) or plain old Business Intelligence. But the criticism missed the point that the frontier of data analytics keeps shifting. As the volume of customer interactions has surged over the past years, new processes and technologies have become available to retain and link customer data so that companies can engender trust in both prospects and customers and make better marketing decisions. However, at every turn, such technologies and processes, together with the jargon associated with them, have had a short lifespan or seemed insufficient to keep pace with the plethora of new data. Reaching a single customer view (SCV) has so far remained an elusive goal – chasing the proverbial unicorn – but at every turn the instruments available have become more sophisticated. A SCV’s definition usually includes words like ‘holistic’, ‘accurate’ or ‘consistent’ to indicate that any successful effort to join the dots between various channels have to bridge the offline and online divide, break down data siloes, and improve data quality. For instance, in retail, this could mean bringing together e-commerce transactions, in-store purchases, contact information, browsing behaviour on the company website, call center interaction and email engagement. In this case a SCV would be the foundation of campaigns that do not target prospects who are unlikely to buy or have just bought the product you offer – such personalisation failures cost credibility – while instead cross-selling or upselling to customers who might be near the end of a subscription, have recently interacted with the social media or haven’t made any purchase recently. The more integrated the view of the customer, the higher the return on marketing investment. But the multiple points of entry of customer data pose real challenges to existing ways and systems with which businesses have worked so far. Customer Relationship Management (CRM) software stores data from customers’ direct interactions and keep tracks of how far along they have moved into the sales funnel, but is limited to transactions and communications with the company, usually not capturing information from other multifarious sources, such as social media, the website or the company app. CRMs stitch together information across some channels, but not across all of them. They also lack the machine learning power to unify data that might belong to the same customer but presents some discrepancies, for instance a misspelled name or address. As a system used by the whole company, it is not particularly oriented to marketers need; for instance it does not provide further segmentation insights for personalisation. Data warehouses, which ingest data for every area of the business, similarly lack capacity for identity resolution and, while useful for spotting patterns and trends, do not provide insights that marketers can action directly. Both CRMs and data warehouses are company-wide tools that are not specifically focused on marketing improvements. Businesses also often still work with Data Management Platforms (DMPs), which are tools more oriented towards marketers needs and do provide segments that can be used for personalisation. However, a limitation of DMPs is that they are disproportionately reliant on third-party data and/or anonymous first-party data tags, such as cookies, device IDs or IP addresses. Since the storage and usage of personally identifiable information (PII) is strictly regulated, DMPs must anonymise any data that they aggregate in profiles. While DMPs can provide anonymised audience segments for specific campaigns, they do not provide the single customer view across all data points that some marketing actions call for. Marketing Cloud Platforms fall short in this respect as well. The likes of Salesforce, Adobe or Oracle Marketing Clouds can be effective in delivering a message to an identified audience on specific channels, but their segmentation ability often relies on demographics characteristics (i.e. female, >40, UK-based) rather than on the last up-to-date registered behaviour. Also, they often constrain marketers into using a single vendor. Last type of software that has entered the solution set to create a SCV are Customer Data Platforms (CDPs) offering a precision tool for marketers that can sit with these others and enhance them. Initially hard to differentiate from other platforms, since they were first introduced a few years ago CDPs have emerged as offering the closest approximation to a true Single Customer View that the industry has so far achieved. This is because it is a tool with one single purpose, precisely the SCV, and aimed at one single team, marketers. In comparison to the platforms above, CDPs ingest data in real-time, so are always up-to-date; they work primarily with first-party and PII data; they capture offline, online, and multi-channel data; and they use machine learning power to join the dots between customer data in different shapes (avoiding data duplication) and to churn out segments that can be activated in personalisation campaigns. CDPs often complement, rather than substitute, other tools. Their precise configuration in any company, unsurprisingly, varies according to the sector, the type of customer and the business goals. It is your decision what data you want to prioritise and which datasets you want to match. That’s why Teavaro has started offering CDP functionalities as part of our product suite. Activating data through Teavaro’s CDP makes the customer journey as smooth and exciting as possible. No matter where you look, all types of solutions pop up in the market promising the best in market solutions for creating SCVs and data activation across devices, browsers and channels. All these promises can only be fulfilled, if the CDP solution is based on or paired up with a strong solution for Identity resolution and Identity Management like Teavaro FunnelConnect. Not being able to digitally identify your customers and visitors across different touchpoints and channels will take away every benefit your CDP Solution has to offer. It’s as simple as that: You have to know who you are dealing with, otherwise you can’t tailor your data activation on a one-to-one basis. If you want to learn more about our Identity Solutions and how they can benefit your digital marketing activities, please reach out! We are happy elaborate on your use cases and how we can help you achieve your goals.