Posted on: 23 October 2018 By: TeamEuropages

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Email-based marketing is a robust sales and marketing tool for businesses that are keen on improving their online presence. A great tool for online shops that is dependent on both new and return customers to increase its sales. A huge customer base would have sparked the need for triggered emails to address various elements of the B2B process. Since the firm is keen on minimizing costs to maximize profits, triggered emails cut back on the cost of having to employ people to respond to each and each email from the clients. The following six ideas are thus some of the essential triggered email strategies to maximize B2B sales.

Email-based marketing is a robust sales and marketing tool for businesses that are keen on improving their online presence. A great tool for online shops that is dependent on both new and return customers to increase its sales. A huge customer base would have sparked the need for triggered emails to address various elements of the B2B process. Since the firm is keen on minimizing costs to maximize profits, triggered emails cut back on the cost of having to employ people to respond to each and each email from the clients. The following six ideas are thus some of the essential triggered email strategies to maximize B2B sales.

  1. Welcome series emails

In every business, the first impression of the seller is quite important. In an online world where cybercrime is a looming threat, a welcome series email should be one that cordially invites the shopper to the site while ensuring that they come back. “This welcome series email should be precise, affirmative of the website’s credibility and custom made to suit the gender and nationality of the recipient,” states Stephen White, Business Development Director at Master Thesis Service. So, when a shopper registers with the firm, it’s essential that they get a welcome email to confirm that they have registered to the website. Moreover, the emails should contain subscription confirmation, a thank you message, and probably a coupon in case of return to the website. Such emails ensure that the shoppers feel at home and are guided through every essential step of the shopping.

  1. Reminder Emails

According to Jessica Wright, Director of Customer Experience at ConfidentWriters, during the shopping experience, some of the shoppers are likely to mess up the shopping experience or forget to add in some few details. A triggered email response to such shortcomings is quite essential to ensure that the whole process is fluid. Take, for example, the case of cart abandonment. If a shopper happens to add items to his or her cart and then abandons the shopping experience midway without adding the billing address or credit/debit card details, then such a follow-up email should automatically come up to their email to remind them that they have missed a step in the shopping experience. This reminder to come back and complete the purchase should, however, have a fixed timeframe such as 24 hours or one week of holding the item for the client after which the cart should automatically clear out.

  1. Transactional messages in case of a successful order

Triggered emails about a successful order placement should come up to confirm the order, inform the shopper of the shipping address, the delivery notification, as well as a follow up message after the transaction. These messages ensure that the client is in a position to track the transaction and the shipment up to and after the delivery.

  1. Re-engagement with the shopper

A re-engagement email is essential to remind the shopper that they are still valued and welcome to come back. The chances are that such messages bring back a significant number of shoppers, especially those who had a positive shopping experience.

  1. Promotional messages and newsletters

Newsletters and other promotional messages form essential means of maintaining the customer base. Based on the demographics of the B2B market, the seller can organize events outside the trade environment that attract buyers and sellers to mingle outside business such as fun days.

  1. Anniversary of purchase

“Email triggered reminders of the purchase anniversary with a list of other products that the client would like is one way of ensuring the business keeps its return customers,” explains Jacob Woolridge, Relationship Manager at Paper-Research.

In conclusion, essential triggered email strategies for B2B include welcome series, reminder emails, transactional emails, re-engagement, promotional, and anniversary messages. All these messages ensure that the buyer engages and keep the customer coming back to the specific online shop.

Paul Bates is an international business consultant advising small educational companies such as SwiftPapers and PaperAdepts on the business environment of a particular country.


68 Responses to “6 Essential Triggered Email Strategies for B2B”

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