Automated Email can also be referred to as ‘Event Driven Email” and it comes from data integration and a good understanding of your individual customers or subscribers. An event can be anything to trigger a relevant communication.
If an item goes on sale that is right for me, just automatically send me an email. Don’t waste a ‘touch’ to your entire database. We have a client that does concert promotion email. I get email on when there is a match between venues I like and genre of music or specific musicians that the database thinks I’ll be interested in. Some months I might get three or more emails and then other months I might not get any.
(Let me make a point here. None of this marketing is the exclusive domain of big marketing departments. The company referenced probably does less than $1mm in revenue….Ticketmaster just sent me an email inviting me to an Aaron Carter concert…..obviously size has nothing to do with the ability to do good marketing)
Confirmations, Exclusives, Unique Opportunities, Open Rates….all can be ‘events’ that trigger relevant email and we will be seeing a lot more of this as we roll through 2005.