Social Media Informer
    Personalize Triggered Campaign Content with Earned Media

    Personalize Triggered Email Campaign Content with Earned Media

    September 18, 2017

    Triggered email campaigns can help you reach potential customers at opportune times with relevant content. Furthermore, after the initial set up, triggered emails can save marketers a ton of time and work while maintaining high levels of customer attentiveness. While adding personalized visual content to even the most specific triggered email campaigns can greatly impact their effectiveness, until recently, it’s often been considered too tedious a task to undertake.

    Today, we are excited to announce a strategic partnership between Pixlee and Listrak which will allow our joint customers to easily display curated user-generated content visuals in their triggered email campaigns, delivering a more customer-centric email experience.

    This integration enhances the ability of marketers to publish relevant, real-time content that contextualizes products and optimizes the impact of their triggered emails by delivering higher click-through rates and increased top line revenue.

    TriSports triggered email campaign example using earned media

    With Pixlee and Listrak’s partnership, marketers can feature real customer photos and videos in various types of triggered email campaigns, such as:

    1. Abandoned Cart Emails

    Marketers project almost visceral reactions when talking about shopping cart abandonment. They are aware that it’s a big problem yet at the same time a lucrative opportunity. Approximately $4.6 trillion worth of merchandise will be abandoned in online shopping carts this year and about 60% of that revenue is potentially recoverable.

    Displaying product-specific customer photos and videos in abandoned cart emails can help to contextualize products for shoppers who are still in the early stages of the purchase funnel. It also adds a layer of social proof and peer validation to help shoppers, who may not be able to touch and feel a product as they would in a store, to make a purchase with confidence.

    2. Browse Recovery Emails

    While product page browsers may not have as high of intent to purchase as those who leave items in abandoned online carts, these browsers have still indicated some interest. By only emailing subscribers who have abandoned items in cart, marketers are missing the opportunity to re-engage with a huge percentage of other shoppers.

    One way to display user-generated content in browse recovery emails is to highlight similar products to re-engage these browsers. It can help the browser to discover relevant products offered by your brand that peers are using and that he or she might be interested in.

    3. Lifecycle Emails

    Finally, lifecycle email campaigns (such as Welcome emails, Order Confirmation emails, or Shipping Confirmation emails) can play important roles in your customer loyalty and retention.

    While the primary message of these emails is transactional, displaying user-generated content to upsell and cross-sell can help to personalize these email campaigns. Furthermore, incorporating shoppable photos and videos from real customers into lifecycle emails can also help you to highlight your greater brand story through email touchpoints.

    Conclusion

    Triggered emails are a powerful way to personalize brand messaging and to recover revenue. To improve your triggered email campaign engagement and increase click-through rate, consider your visual content. Does it contextualize your products in an authentic way? Does it help your subscriber to discover similar or complementary products? If the answer is no, consider using real customer photos and videos to enhance your email engagement and encourage website revisits.

    Learn more here.

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