Evergage for Email – Triggered Email was officially launched late last year and has been adopted by numerous clients. This capability enables businesses to send one-off email messages – from within Evergage – to customers and prospects based on their onsite activity (or lack thereof), updates to a product or content catalog, or external factors like weather or data passed from a CRM application.
Why would a marketer use Evergage to send triggered emails? Evergage natively collects extensive behavioral data on every site visitor. This data enables companies to discern a visitor’s true interests and intent. These insights can, in turn, be used to determine the most relevant content for each person. The more relevant a marketer’s emails are, the more effective they are likely to be in terms of engagement and clickthroughs.
With an eye toward continuous improvement, we are pleased to announce several new, simplified controls that enhance Evergage’s triggered email functionality.
With the latest enhancement to Evergage for Email – Triggered Email, marketers now have more control over when a triggered email is sent. When setting up an email campaign in Evergage, you can now define additional “catalog” or “behavioral” variables that dictate when an email should be sent. These criteria don’t have to be hard-coded by an engineer. Rather, they can be configured by a business user within a few minutes. The new controls include:
- Engagement Time: Business users can determine the minimum amount of time that a shopper needs to have engaged with a product before an email is sent. For example, you can opt to send a browse abandonment email only if a shopper has spent more than 30 seconds viewing a product. This means that you won’t ever send an email encouraging someone to return to your site to buy a product he only spent one second viewing, clearly demonstrating his lack of interest in the item.
- Catalog Filter: Business users can define the product attributes that qualify for a triggered email (i.e., a product’s category, price, brand, style, keyword and more). For instance, you may not want to send a reminder email for a $20 accessory when your average order value is $500. In that case, you’d want to save your emails for higher-priced items.
- Behavior Filters: Business users can apply behavioral filters that can help safeguard against sending an inappropriate email. Case in point: you wouldn't want to send an email if the customer has already purchased the item.
Let's say you're a retailer that sells electronics online such as TVs, cameras, stereos and related accessories. To re-engage customers who have left your site before completing a purchase, you may choose to send browse abandonment emails.
Using the enhanced Evergage triggered email controls, you could easily configure a browse abandonment email to be sent to a shopper who has viewed an HDTV for more than 25 seconds that costs more than $400 which she has not yet added to her cart (as shown in the image below).
Additionally, business users can determine how quickly the triggered email should be sent after an event took place, when it should be sent in terms of days of the week and hours of the day, and the email’s priority as it applies to other email communications.
Best of all, configuring these parameters only takes a few minutes within Evergage.
This is just one of the countless scenarios that these controls allow for. If that sounds interesting to you, request a demo or speak with your customer success manager for more info.