ClickZ – 5 Automated Message Don’ts
Automated messages work in the background with minimal maintenance, enhance the customer experience, and generate a lot of sales. That trifecta should command enough respect from marketers to make sure they are functioning properly, however, triggered messages are frequently ignored once they are up-and-running. Whether you are just launching automated messages or you have had them in place for years, you need to make sure you are avoiding these five common mistakes.
Don’t Leave the Loop Open
Buying, abandoning, browsing…many automated messages are triggered based on actions taken by customers. Most of these actions will be repeated as your customer travels through the customer lifecycle and back again. This means that your automated messages could be triggered multiple times. There are scenarios where receiving multiple messages would be OK, such as a customer who only abandons her cart twice a year. However, there are two reasons you need to include rules in your triggering logic to account for repeated triggers.
- Gimme more! If your automated messages contain discounts, customers can become trained to receive the discount. They will know that they will receive a discount if they abandon their cart and wait a day. This could start to impact your margin. Evaluate the frequency of actions such as abandonment and include rules to not repeat these messages until the clock resets.
- Make it stop! The second reason is that you could start to annoy your subscribers. There are multiple large retailers triggering messages each time I click on an email. I’ve stopped clicking to avoid receiving another email from them. Limit the frequency of emails, such as a browse-based message, or consolidate products that have been viewed into one email.
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