It’s the ability to deploy automated email campaigns that reflect consumers’ immediate environment and the way it changes in real-time. Real-time email takes into consideration demographics, email and web behaviors, and purchase history data, but goes even further. It empowers marketers to deploy targeted and relevant emails that incorporate subscribers’ location as well as external factors influencing their environment such as popular sporting, cultural, weather, or other geographically-specific events
The most recent iteration of our Email Marketing Compass report revealed that, while email volume grew by 9% year over year (between Q2 of 2013 to Q2 of 2014), unique click-through rates actually declined by 14%. This is due to a hyper-competitive email marketing environment and increasingly selective consumers. However, studies have shown that personalized content from triggered emails garners at least twice the open and click rates general campaigns do. By taking this approach a step further with real-time triggers, marketers provide an added layer of contextual relevancy to emails (unique to what the customer is experiencing at the moment), thus motivating subscribers to take action and convert.
With an understanding of consumers’ current experiences and environment, marketers can instantly deploy relevant emails in real-time based on triggers like:
Real-time email is a relatively new method of email marketing, so it’s important to incorporate the following 3 fundamentals for success:
Aside from these fundamentals, it’s important to use good judgment when executing real-time email campaigns. An ill-conceived or insensitive offer during something like a tragic natural disaster would be distasteful and turn customers off from your brand. Focus on aligning your content and core products or services, and incorporate punchy subject lines with strong call-to-actions that compel visitors to make a purchase.
Kathleen Schaefer is the Senior Director at Inboxable. Kathleen is a leader in email and cross-channel digital marketing solutions. She focuses on leading and maintaining client facing support for Data Axle/Inboxable technology and service offerings. Kathleen’s expertise allows her to help Data Axle clients to conceptualize campaigns, recognize capacity and achieve successful outcomes.