Email marketing professionals can improve the performance of their promotions by using trigger-based messages and automation, an expert has said.

According to Loren McDonald, vice-president of industry relations at Silverpop, although triggered emails tend to be sent at a lower frequency rate than regular broadcast email, they can increase subscriber engagement by increasing relevance.

Writing in Mediapost, Mr McDonald explained that triggered messaging should be used in concert with standard broadcasts instead of separately because triggered and “lifecycle” messages allow a greater variety of tightly focused messages to be sent.

“Perhaps only a few per cent of your customers receive a purchase confirmation in an average week, or two per cent receive a birthday greeting,” he commented.

“However, these more-relevant triggered messages can produce returns that are many times greater than your broadcast messages.”

Mr McDonald highlighted statistics which show that birthday emails generate 25 times as much revenue compared to regular broadcast emails.

Related Topics: Email Marketing