How to Refine Your Triggered Emails in the Age of Personalization

Triggered email, or an email deployed when an individual takes an action or meets a condition defined by the sender, has become increasingly popular among marketers. Audiences prefer personalized messages, and personalization has been shown to boost open rates and engagement. Micro-segmentation, a relatively new concept, takes complex data and demographic background to form nuanced groups and improve email performance. B2C and B2B senders have different approaches to personalization, and it is important to keep in mind privacy policies, regularly review email programs, pay attention to current events, and review data.

Marketers should consider segmenting their audiences to provide an engagement-triggered experience for each user. This has been shown to lead to as much as a 760% increase in revenue (Campaign Monitor, 2019). Personalization techniques include adding a subscriber's name to the subject line or message body, creating user segments, and using a subscriber's location to create email content for their region. B2C brands often provide a personalized approach to their audience from the beginning with surveys or quizzes, while B2B senders use gated forms to capture more information from their subscribers. Transactional emails can draw from previous purchases to provide more relevant email experiences.

Progressive profiling and preference centers offer the option to add the element of personalization to triggered email programs. Brands should ensure they remain compliant with data policies and update their automated journeys regularly. Attention to current events and data trends is also important to create more engaging, personal emails for better engagement.