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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Chapter 12 Review

  • When a constituent engages with you on any level, he or she is telling you something. Each of these actions can be referred to as an “event” or a “transaction.”

  • Triggered emails are the perfect way to leverage the power of an event-driven message. Automating the process means solving the execution pain and making time to focus on testing, content, and creative.

  • Satisfaction surveys, pre-event reminders, geography-based messages, lifecycle emails, and preference emails are all perfect opportunities for automation.

  • Typically, automation and triggering entail “integration,” which is a means to seamlessly move your data from system to system. A direct connection enables synching your database of record, providing email marketing from within your other systems, automating, and even syndicating content.

  • Remember, integration essentially takes your applications and processes and “marries” them to your email service provider. You don’t want to jump the gun without doing your research. It’s worth the time to get to know an ESP’s integration capabilities.

  • The beauty of automated emails is that once set up, the process is fairly hands-off. That said, you should continue to test your messages, segments, and other email elements. “Hands-off” is intended with respect to the process, not the actual email marketing messages.

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