Strategy How Many Triggered Emails Do Most Marketers Run (And How Do They Scale)?

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By Ali Norwood

For eCommerce marketers who are just getting started with triggered emails, it can be difficult to know where to begin. Some triggered email types are excellent for building a foundation, while others are better suited to supplement programs as they grow and scale. Bluecore’s customer base also ranges in sophistication and maturity, with some marketers just getting started with a single trigger and others creating custom triggers specific to their business.

As part of our new 2016 Triggered Email Benchmark Report, we looked at how many triggered emails marketers are running today, and which ones they’re adding as programs scale for maximum revenue impact. Here’s what we found: 

 

A Majority of Retailers Currently Have 2-4 Triggered Email Programs

When it comes to running a comprehensive triggered email program, 96 percent of Bluecore’s customers run at least two different types of triggers and 65 percent run between two and four types. As retailers continue to see the immense value of triggered emails, now coupled with great ease to scale, we expect to see this average go up with more widespread adoption of product catalog style triggers (more on that below).

Number of Triggered Email Programs

 

How Many Triggered Emails Do Most Marketers Run (And How Do They Scale)?

 

Getting Started: High Revenue Impact With Abandonment Emails

Abandonment triggered emails are the most popular types across Bluecore’s client base. Product Abandonment has the highest adoption rate (92 percent), followed closely by Cart Abandonment (91 percent) and Search Abandonment (76 percent).

Average Adoption & Revenue Contribution by Triggered Email

How Many Triggered Emails Do Most Marketers Run (And How Do They Scale)?

These emails are sent to shoppers who cart, view or search for a product and do not complete a purchase with your brand. Because of this, they are usually relatively late-stage and will return a higher revenue per email, making them a great way to get started. On average, Cart Abandonment contributes the highest percentage of program revenue (44 percent), followed by Product Abandonment (35 percent) and Search Abandonment (18 percent).

 

Scaling Your Program: Dynamic Lifecycle & Product Catalog Emails

When you are looking to grow your triggered email program, add a mix of dynamic lifecycle emails as well as product catalog emails. Post Purchase, Price Decrease and New Merchandise triggered emails are popular additions to expand and scale programs. Post Purchase has the fourth highest adoption rate (30 percent), followed closely by Price Decrease (27 percent) and New Merchandise (22 percent).

Average Adoption & Revenue Contribution by Triggered Email

How Many Triggered Emails Do Most Marketers Run (And How Do They Scale)?

Adding these triggered email programs opens the door to engage shoppers at new touch points, besides after “abandonment” behaviors. However, because they don’t engage at the very end of the purchase funnel like Abandonment Emails, they don’t contribute as high of a percentage of revenue to programs. On average, New Merchandise contributes the fourth highest percentage of revenue (12 percent), followed by Price Decrease (9 percent) and Post Purchase (6 percent).

 

The Next Level: Product Catalog Triggered Emails Layer Sense of Urgency & Provide Additional Touchpoint

For retailers ready to take scaling their triggered email programs to the next level, Back in Stock and Low Inventory are great additions to include that work well with your other programs and complement each other. Of Bluecore’s client base, Back in Stock has a 7 percent adoption rate and Low Inventory has a 2 percent adoption rate. Back in Stock contributes 9 percent and Low Inventory contributes 7 percent of program revenue.

Average Adoption & Revenue Contribution by Triggered Email

How Many Triggered Emails Do Most Marketers Run (And How Do They Scale)?

Low Inventory triggered emails are successful because they create an urgency to purchase and provide an additional touchpoint to engage browsers beyond the immediate abandonment timeframe. They let shoppers know the products they’ve been viewing are in demand and will no longer be available if they wait much longer to purchase.

However, despite receiving a Low Inventory triggered email, sometimes shoppers still wait too long to purchase and the item they’ve been considering sells out. Back in Stock triggered emails are sent to those shoppers who have previously completed an “abandonment” action for items that were sold out, but are now back in stock.

No matter where your program is in sophistication and maturity, it’s important to understand how additional triggers can drive impactful incremental revenue for your business. While every brand is different, following this general framework and best practices can help make your triggered email program an incredibly powerful tactic for your eCommerce business.

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