What are triggered and reactive mailings and how do they apply to marketing?
In today’s dynamic marketing world, there are many ways to reach customers and increase the effectiveness of your efforts. One such method is the use of triggered and reactive mailings. Both triggered and reactive mailings aim to deliver personalized and relevant messages to customers, but they differ in how they work and the context in which they are used.
Triggered dispatches
Triggered dispatches are messages sent automatically in response to a specific user behavior or event. They are programmed to trigger when a customer performs a specific action, such as making a purchase, leaving a shopping cart or signing up for a newsletter. This allows us to deliver personalized information to customers at the right time and in the right context.
Triggered dispatches can be carried out through various communication channels, such as email, SMS or webpush. Email dispatch is one of the most popular and effective ways to reach customers. Through the use of triggered dispatches, we can provide customers with important information, such as order confirmation, tracking number or notification that a promotion has ended.
Triggered mailings are characterized by high effectiveness, as they are delivered at the right time and respond to the specific needs of the customer. As a result, the customer receives valuable and personalized content, which increases the chances that the customer will be interested in the offer and take the desired action.
Reactive dispatches
Reactive mailings are messages sent to activate a user who has not shown activity for a certain period of time. The purpose of reactive mailings is to re-engage the customer and remind them of our brand or offer.
Reactive mailings can be used in a variety of situations, such as when a customer hasn’t logged into his account for a while, doesn’t make purchases or doesn’t open our emails. In such cases, we can send him a personalized message with an interesting offer or valuable material that will prompt him to be active.
Similar to triggered mailings, reactive mailings can be carried out through various communication channels. This allows us to reach customers where they are most active and willing to interact.
Applications in marketing
Triggered and reactive dispatches are widely used in omnichannel marketing. They allow us to effectively communicate with customers and increase the effectiveness of our marketing efforts.
- Increase sales and conversions: Delivering personalized and relevant messages at the right time can effectively influence customers’ purchasing decisions. Triggered and reactive mailings allow us to reach customers with offers that meet their current needs and preferences.
- Increase customer engagement and loyalty: Triggered and reactive mailings allow us to maintain constant communication with customers and remind them of our brand. In this way, we build a bond with customers and increase their engagement and loyalty.
- Improve the efficiency of marketing efforts: Triggered and reactive mailings automate the process of communicating with customers and allow us to achieve better results with less effort. This allows us to focus on other aspects of marketing and strategy building.
Triggered and reactive mailings are an extremely valuable tool in omnichannel marketing. They allow us to reach customers at the right time, with the right content and through the right communication channels. This allows us to increase the efficiency of our operations, gain loyal customers and achieve better sales results.