Lots of thought has been given to triggered email marketing in recent articles. What I’m referring to is primarily triggering based on a customer activity (purchase, site visit, cart abandonment, email open, click, etc.), or a subscription or time event (birthday, subscription end date, card expiration, etc.). Why the buzz? These emails are effective.
One of the main reasons these emails are so compelling to customers, often achieving opens and click rates far above average, is that these communications by their very nature are relevant. In David Baker’s article, "Triggered Messaging 101," he points out that “Customers do appreciate good messaging, creative thought and timing that is appropriate.” Why is that? It is because we’re responding to customer behavior and information we have to drive the best possible message, the most valuable message, to a customer at any one time. Why, then, are so many marketers ignoring customer events and behavior when sending messages? This holiday season seems to be the worst on record for email promotion uber-frequency.
Retailers are especially guilty of driving emails far too frequently, often far above the expectations expected by their subscribers—leading to higher unsubscribe and complaint rates, as well as a higher "ignore rate." The ignore rate, a stat I just made up, may be the most important driver to email campaign success. It means a large percentage of subscribers begin to ignore you, treating your email like BACN (email they wanted at one time, but don’t have time for any longer). The ignore rate can be detected by the declining open and click rates these retailers are likely seeing as they begin to pummel their once loyal subscribers with a thrice weekly email during the holiday season. It hurts me to watch the carnage they are unknowingly inflicting upon their response rates.
Don’t get me wrong. I’m not an idealist. I have been the marketing guy on the hook to meet quarterly sales numbers. I know there is immense pressure to make sales numbers, especially during the holiday season. Unwittingly, however, by focusing on only short-term sales these marketers are actively reducing the value of their biggest asset…their subscriber list.
That’s why we’ve developed reports enabling our clients to more easily analyze customer engagement. Engaged customers open and click on your emails. Non-engaged customers don’t do anything. They just ignore you.
Happy Holidays!
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