Asynchronous triggered mail is intriguing. The idea is that rather than blast out an email to a targeted list (the spray-and-pray approach) that consumer behavior drives email dispatch. So rather than send a million emails on Tuesday morning, you deliver the same million emails one-by-one over the course of a month.
Based on using pixel tracking, brands determine which sites or behaviors are related to their product or service and which actions might infer interest in their brands. They make a buy, much like re-targeting on these sites, but rather than trigger a display banner ad or a social media unit, the action triggers an email. Yahoo and Gmail already do a version of this tactic by mining email accounts and triggering text messages and interstitial ads based on the content of the email consumers’ receive.
Almost half of all email is opened on mobile devices where conversion is notoriously low. Open rates in general hover around 30%. And there is really no optimal day/ time combination to maximize email response. So the idea of adapting email as a one-to-one tool is appealing. Asynchronous delivery, also called email on-demand, has the potential to change the perception of this trusted channel from a mass medium to personalized marketing vehicle.
It’s also a way to shift a consumer’s attention away from his phone to a larger, more responsive device like, his desktop, laptop or tablet. And one-by-one behavior triggered transmission can potentially engage non-openers, cart abandoners, or lapsed buyers and reduce the annoyance of email carpet-bombing that retail brands default to in the fourth quarter.
This is an emerging technology that will enhance the value of email and is well worth a test.
Danny Flamberg, EVP Managing Director of Digital Strategy and CRM at Publicis based in New York, has been building brands and building businesses for more than 30 years.Prior to joining Publicis, he led a successful global consulting group called Booster Rocket, as Managing Partner. Before becoming a consultant, he was Vice President of Global Marketing at SAP, SVP and Managing Director at Digitas in New York and Europe and President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide.
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