Businesses can expect to benefit “immediately” from a trigger email marketing campaign, an industry expert has claimed.

Trigger email differs from automated systems in that it provides a more personalised strategy for clients of business lists.

Where automated strategies are useful for responses to client orders or newsletter sign-ups, trigger email responds to more specific events such as search patterns.

Sally Lowery, online marketing manager for Bronto Software told Practical Commerce that trigger marketing “makes sense”.

She said: “Site shoppers are receiving a one-to-one marketing campaign rather than a mass campaign, and they’re taking action on it.

“If you don’t have a trigger-based system, this is how you can benefit from it immediately.”

According to recent research by Unilever, use of email marketing can improve brand awareness by as much as nine per cent.

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