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Without a doubt, trigger mails are the most efficient form of email marketing. They not only achieve above-average opening and click rates, they are also veritable sales drivers and an ideal item for maintaining customer relationships. You want to use trigger mails in your email marketing? Great decision!
With mailworx you can either implement basic trigger mails (for example a welcome mailing) or customized trigger mails (for example order confirmations with product recommendations). In this whitepaper, we will focus on individualized trigger mails in combination with the mailworx API.
Working with customized trigger mails in mailworx
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Trigger mails are event-based email campaigns that are triggered by a specific event and will be sent automatically at the specific time of action. That's why they are so successful. Trigger mails in mailworx are divided into two types: basic trigger mails and customized trigger mails.
Depending on how individual you want to adjust the campaign to your subscribers, we distinguish between basic and customized trigger mails.
Basic trigger mails
Basic trigger mails can be created directly in the mailworx campaign editor, as the content differs only slightly per subscriber (e.g. personalized salutation, dynamic content for special target groups, etc.).
Customized trigger mails
Customized trigger mails contain individualized content per subscriber, which is transferred from a third-party system (such as an online shop) via the mailworx API directly into your mailing.
By the use of trigger mails, you create an extra value for your subscribers. Additionally, they feel appreciated and you build trust in your service. Professional trigger mails contain highly individualized content that can be derived from the shopping or booking behaviour. With the mailworx API, the required information from external systems can be used for your email marketing campaigns.
There are varieties of scenarios in which individualized trigger mails ensure that employees are relieved and customers are still getting the best service as possible. The online shop is a classic example. After the order is conducted, promptly the information that the order has been received can be sent to the customer. If one forgot to complete the transaction, a reminder flutters into the inbox. The package is sent and your customers know, of course, because they were notified by email. You can also use the chance to place related products or a product evaluation in an after buying mail.
We all know the prime example of successful trigger mails. However, there are many more possibilities:
Professional trigger mails with customized content require a little lead time, as you have to work with the mailworx API to transfer content from third-party systems. However, the benefit you gain justifies the initial effort. We will show you step by step, which measures must be taken to establish successful trigger mails.
Create a new campaign using the mailworx campaign editor. This campaign declares the visual framework of the trigger mail and contains only content that is the same for all recipients.
Fulfil the following areas:
Tip: Use personalization elements - e.g. [%mwtm:ordernumber%] or [%mwtm:productname%] - the values for these placeholders will come from the third-party system and are replaced by the customer-specific details. Be sure to use exactly the same field label that your developer hands over in the mailworx API.
Send type "Event dependent"
Select the tab "Send" and select from the drop-down menu the send type "Event dependent". Now activate the option "Customized trigger mails".
Campaigns that have been marked as event dependent - whether for creating basic or customized trigger mails - are listed in the campaign overview under the tab "Event dependent".
The following information is important for your developers, in order to successfully implement customized trigger mails. Answer the following questions in advances and pass the important information on to your developers.
Now it's the turn of your developers - they will make sure that your third-party system communicates smoothly with mailworx. Therefore, they have to use the mailworx API.
The developer programs an application that defines which values are transmitted and in which form they are displayed in the mailworx campaign. Afterwards, the application only have to be linked to the third party system so that the trigger mail logic and dispatch are triggered at the desired event (e.g. order, registration, etc.).
In the mailworx statistic overview, you first have to switch to the event dependent campaigns in the selection overview. Here you can see the statistic of all your basic and customized trigger mails.
In the presentation of the statistics, you have the link categories that are displayed instead of the concrete links. If you have a large assortment depth, you will have a better overview if you define certain product groups as link categories. However, you can also give your own value for each product.