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Tips for successful action-prompted emails

July 02, 2008 | Internet Marketing

From birthday discounts to reservation confirmations, triggered emails are the ultimate in one-to-one communications, with benefits to the bottom line.

A triggered email is any message sent to an individual based on the occurrence of an event (or a non-event). Consider one of our favorite examples—the “Birthday Club” email. On your Big Day, you receive an email message from your favorite restaurant offering a 20 percent discount on your dinner tab. You click through the email to the restaurant website, make an online reservation and receive a return email confirming a table for your party of six.

That scenario involved two triggered emails—the initial Birthday Club email automatically triggered by date, and the confirmation email triggered by the action you took on the website. The interaction was seamless for the recipient—and for you as a marketer. That’s quite possibly the best thing about triggered emails: They keep working for you, even when you’re not thinking about them.

If you haven’t yet incorporated triggered email into your business plan, it’s time to start. You’ll discover it’s well worth the front-end effort to experience the back-end benefit.

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