Triggers improve email relevance expert says

Incorporating triggered message tactics into email marketing strategies allows messages to be more relevant and increase subscriber response rates, an expert has advised.

Neil Anuskiewicz, from online business marketing resource Smart Biz, advised marketers to make use of triggers, also known as autoresponders, which enable emails to be sent on dates or at regular intervals.

He pointed out that sending emails at certain times such as birthdays are the “very definition” of email relevance and help to improve overall response rates.

Targeting specific types of email content at individual consumers rather than adopting a mass mailing approach is also likely to yield higher rewards but marketers should not bombard their clients with content, Mr Anuskiewicz warned.

“With triggers, be careful to avoid sending people too many emails in too short a time, lest your subscribers suffer from email marketing fatigue,” he wrote. “This condition is only treatable by ratcheting back your email frequency a bit.”