With so many solid, well-loved brands competing for inbox space, it’s more imperative than ever to stand out.  So how do you turn the tables in your favor and grab the attention of your target audience? Brand loyalty is a huge factor that can make the difference in whether or not your marketing email gets opened or skipped.

One way to build your brand loyalty is to develop a relationship with your customers.  You can do this through a variety of avenues.  Today we are going to delve into triggered emails and how you can use them to build your brand loyalty and stand out in your customer’s inbox.

Birthday & Anniversary Emails

Brand LoyaltyWhen you have some personal information about your customer, reaching out to them on their birthday or anniversary is a great way to stay connected and build on your relationship with them.  Additionally, offer them a special discount or promotion to show them how much you value them.

And here is a fun fact —- did you know that birthday emails are one of the most consistently opened emails?  True story!  So why not include this email type in your triggered email arsenal?

When creating a birthday or anniversary email make sure it’s personalized and less formal than your other marketing emails.  You can also turn one opportunity into two by triggering an email to go out on their ‘half-birthday,’ which is six months after their actual birthday.  Check out the half-birthday example email from Lee to the right for some creative inspiration!

This is a continuation of your already established relationship with them, so you want to avoid coming off as salesy — go ahead and have some fun with your copy and imagery too!  After all, this triggered email is based on a reason to celebrate!

Abandoned Cart Emails

Brand LoyaltyOf all the triggered emails, the abandoned cart is the trickiest of all, in our opinion.  It’s the one where you want to nudge to close the deal, without pushing too hard to lose the sale altogether.  Plus, savvy shoppers are starting to learn that if they leave their carts, then typically they’ll have an opportunity to receive a discount of some sort — so it’s a new cat and mouse game for online shopping.

While the shopper might have left the cart for a number of reasons, you cannot simply assume they are spinning the wheel in hopes of being presented with a better offer — however, you can’t really rule that out either.  To cover your bases, make sure your email does simply present an offer, but that you also offer assistance.  And, if you can do it in a casual way, this is a great opportunity to casually upsell as well.  We love the way Kate Spade has handled the abandoned cart issue in the sample to the left.

Ideally you’ll follow-up your original email with a second reminder; however, you don’t necessarily have to make an offer the second time — that’s totally up to you.  We do, however, recommend that you stop after the second reminder in order to avoid the risk of being flagged as spam.

Post-Purchase Emails

Brand LoyaltyAnd finally, we arrive at the post-purchase email opportunity.  While the name pretty much explains what it is, it’s still an opportunity that is often overlooked by many marketers.

Yes, you’ve closed the sale, so it’s best practice to send a confirmation email to the customer with all their purchase details included.  Statistically speaking, as they are likely to open the email to verify the information, this is an excellent opportunity to try and grow your reach and incentivize your customer for a future purchase.

Give your customer a token of your appreciation with a special offer for a future purchase.  You can also ask them to share with others to receive an even better offer (or, just include the links for sharing and leave it up to them to decide).  We love the elegant way Reeds handles this in their post-purchase email example on the right.

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