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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Spurs 5 - Arsenal 1. Get in!

My school years are long behind me now, but I still have one or two memories of those days that I recall with fondness, now and again.  Bunking off double geography with Sarah Kirsopp when I was 16 is one. The other is a conversation I had with the 6^th Form’s Career Officer, Mr Kennedy.

The conversation started with a question we’ve all probably been asked.

“What do you want to do when you leave school?”

My enthusiastic response wasn’t greeted with the warmth or indeed excitement that I anticipated.

“Don’t be ridiculous White!  How on earth do you expect to be centre forward for Tottenham Hotspur?”

I left that meeting thinking to myself, “I’ll prove Mr Kennedy wrong, I’ll show you.  Mark my words”.

To be fair, whilst I haven’t completely given up on the dream, I have to admit it looks like Mr Kennedy was right.  But it’s not all doom and gloom.  Today I have actually found something I genuinely like doing.

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