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.
In the Touch 1 email, the header copy reads, “This Gear’s Ready to Go” and offers free shipping on the shopper’s next order.
In the Touch 2 email, the header copy reads, “Hustle Up!” and creates a sense of urgency.
Also notice that the products featured in the “Gear Recommended For You” section vary in each email. Because this block of the email is dynamic, marketers can A/B test including co-view or co-purchase products to see if shoppers add more items to their cart and increase the order value.
2. Pay special attention to the order of your audience filters
Incorrect order of audience filters can result in closing the door too early on a viable group of shoppers, leaving potential revenue on the table.
In general, you want to start with the largest audience possible in the beginning, and narrow that audience down with additional filters until you settle on the perfect audience for each touch. To do so, always start by finding the customers who “did” something. For example, with an Abandoned Cart triggered email, you’ll want to start by finding all the people who did add product(s) to cart.
Then, narrow down the audience with additional “did not” filters such as “Did not remove product(s) from cart” and “Did not purchase products.”
3. Think of timing logic relative to when original event took place
Timing logic is particularly relevant for subsequent touches after Touch 1 in a multi-touch series. When mapping this out, think of timing relative to when the original event (e.g., carted, viewed a product detail page, or searched) took place. For instance, if you send a “Abandoned Cart Touch 1” two hours after the abandonment event, and your “Abandoned Cart Touch 2” is meant to go out 24 hours after the original abandonment event, then it should go out 22 hours after Touch 1. When in doubt, draw a timeline on a piece of paper to keep things straight!
In the example below, the “Abandoned Cart Touch 2” timing logic is based off of receiving the “Abandoned Cart Touch 1” email between 20 and 22 hours prior.
4. Remember to set frequency caps
One of the main concerns email marketers have with running multi-touch triggered email campaigns is the risk of sending too many emails, resulting in an increase of unsubscribes. But getting in front of this issue is easy to do by setting trigger frequency caps. These are particularly relevant for subsequent touches after a “Touch 1” in a multi-touch series. It is an optional frequency cap to ensure a customer has not recently received that same touch by qualifying in a different series.