Multi-touch triggered email campaigns are incredibly important and effective for marketers to use. Oftentimes when people receive emails from brands, they aren’t immediately available to engage, and forget to check back later. Adding several touches offers shoppers a friendly reminder to purchase a product that’s waiting for them in a cart, wishlist or on your site.
If you’re looking to optimize your multi-touch campaigns or configuring one that’s net-new, here are some best practices to keep in mind:
1. Tweak messaging and content for each email touch
All emails within a multi-touch campaign may be encouraging a shopper to complete the same action, but that doesn’t mean they should just be receiving the same email multiple times. Mix up the messaging and content to make each email feel unique to the shopper. Below we have two examples from an Under Armour multi-touch Abandoned Cart series. As you can see, each email as a slightly different message and offer.