Nowadays, most ESPs claim to run some form of behavioural/event-triggered email service. For any company looking to invest in this type of activity, finding the right provider for your business can be a challenge. To make an informed decision you need to first decide exactly what it is you need, and secondly understand if the provider you’re talking to can meet these requirements. Monks reveal the secret here:
What’s your chase? Behavioral email, Remarketing or Operational & transactional triggers:
There is often confusion between actual behavioural email and other simpler forms of triggered email. In simple terms:
1. An operational or transaction email responds to an action with a general communication;
2. Remarketing targets users based on actions to a past email communication;
3. A true behavioural email responds to action (online, offline or email) incorporating information specific to the action made.
Operational or transactional email is great if all you want is automated confirmation. Remarketing is a good way of targeting already engaged users, but is severely limited in volume as you are only targeting a small percentage already receiving emails.
A behavioural email provider will be able to cover both options, but also provide you with the opportunity to create bespoke templates to target users in a specific way. I think this is best illustrated by using examples:
- Transactional trigger example – Registration sign up
- Remarketing example – Basket drop out after arriving from an email
- Pure behavioural email example – A returning user comes back to the site and does not purchase
So what sort of businesses need each of the above options?
1. Transactional triggers: Less sophisticated businesses, no current trigger based capabilities, limited ability to place proper tagging on the website. Business that have a limited budget to play around within their CMS capabilities.
2. Remarketing: Businesses that don’t have the ability to place more tags on the website. Ultimately remarketing works like behavioural email, but captures considerably less data (in tests up to 70%) so is really only where businesses cannot afford (for very legitimate technology or cost reasons) to put extra tags on the site.
3. Pure behavioural email: Most revenue generating online businesses that have a developed email communication strategy. This is not biased by business size, because some smaller companies are far better and flexible at exploiting the benefits of behavioural email.
Dig out the best behavioral email provider for your business
Being clear on the level of service you need and the types of triggered program you want to run will make it much easier to dig out the best provider for your business. Next time we will go through the types of questions you should be asking a provider to ensure they supply the service you need to grow your business.
(Source: Gary Lee’s article in Email Vendor selection)