I recently bought some insurance online and was struck by the number of emails I received as a result of 1 'action' on a website.
We're all familiar with trigger mails and auto responder mails. I'll call them 'trigger mails' from now on. These are emails sent as a result of some 'action' (or inaction - we'll come to this later) on a website.
These are relatively simple to set up, you need an email address and you need to know where the visitor is (what page they are on) in their website journey.
ie - if they have completed a transaction, when they buy something, they get a receipt. If they decide in the journey not to purchase, they get a 'why did you not buy' trigger mail (alternatives, is there a problem etc).
We sign up, we get a login confirmation. These are all trigger mails.
They've been around since the beginning of the web, but recently have been growing in complexity and are now part of the everyday landscape of site building and ecommerce.
But - have we got just a little too clever.
I bought some insurance on Simplybusiness.co.uk and got 5 emails. Login confirmation, links to docs, thank you, links to the quotes, and a reciept.
Is that too many?
Posted By Mark Lesbirel at 2:55 PM in Category:
webstuff
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