Picking up from where Julian left off on Day 1, I started my day at Earls Court by throwing myself into a seminar on “stories of multichannel marketing success” and started to quickly understand why Julian had been so impressed the day before!

“Consumers now have a megaphone”

Grabbed my attention straight away.  The marketing landscape has changed dramatically. If we only look back to the year 2000 – it is enough to make me feel like I have been part of a pretty impressive revolution! Previously as marketers we all focused on a “push” strategy, we planted ideas in consumers heads, told them what to believe, and what to buy. The interaction was all one way and we just kept on banging our big marketing drums!

Times have changed…

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No... not that kind of Trigger!

Back in November 2009, I promised a series of blog articles detailing why I enjoy being an email marketer.  In my first article I outlined the brilliance that is heat map analysis and how potentially rewarding it can be.  This time I’m tackling something that is viewed by many as the next big thing in email marketing: triggered emails.

There are two types of retail focused emails:

1. The trunch email – These are emails sent to batches in batches.

or

2. The triggered (or automated) email– These are targeted emails sent out based on a customer’s action, either positive or negative.

The triggered email has been around for a while, an order confirmation email sent after you’ve made an online purchase is a good example. However, as we become more sophisticated with our email marketing, this type of email has a more important part to play in email marketing strategies.

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