Trending November 2023 # Triggered Emails Continue To Outperform Bau # Suggested December 2023 # Top 16 Popular

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Chart of the Week: Q4 2023 saw email engagement stay mostly stable but triggered emails still outperformed BAU messages, despite the lower volume

A huge part of improving email performance is benchmarking against industry standards to see where you are above or below average. The latest Epsilon ‘Email trends and benchmarks report’ takes a look at Q4 2023 to see how emails performed compared to the rest of 2023 and previous years.

Key takeaways

The majority of email metrics for Q4 stayed relatively stable compared to the rest of 2023. Emails that were triggered by specific actions taken by website visitors or customers received fairly strong results while business-as-usual (BAU) emails stayed stable.

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Looking at 20.7 billion emails across a range of industries, the report shows that open rates dipped slightly compared to Q3 2023, standing at 29.4% compared to 31.3%. They were also slightly down compared to the same period the previous year when open rates stood at 32.1%.

It is expected that the open rate is lower in Q4 than Q3 due to the high volume of emails sent between the start of October and the end of December. It also makes sense that YoY figures were down when you consider that the same period in 2023 saw 18.4 billion BAU emails sent compared to 2023’s 20.7 billion.

BAU performance by industry

When broken down into industries, consumer and business publishing/media general saw the strongest email performance improvements during Q4. While the open rate in this industry is still below that of financial services, automotive, consumer services general and travel/hospitality services, this industry saw its open rate increase by over 5% year on year.

BAU Message types

The number of marketing emails also increased from the 74% sent in Q3 2023, showing just how much marketers compete for space in inboxes as the holiday season starts.

Triggered emails

Triggered emails that are delivered because the recipient performed a certain action consistently outperform BAU emails. This type of email is much more personalized, making the messaging relevant. Not only does this mean triggered emails are an effective option as standard, it also means they are likely to be a key part of your email marketing strategy during busy seasons.

Overall, triggered emails accounted for just 1.6% of total message volume in Q4. While this percentage is lower than previous quarters, it is due to the large increase in all emails included in the report and there will still around 4.4 billion triggered emails sent during this period.

Final thoughts

While you may not be able to personalize all messaging within BAU emails, it could be worth looking at ways you can ensure you are sending the right message to the right person. This can mean tailoring product recommendations or the message type to customers’ preferences. This can be based on their activity or you can include a checklist of topics on your email signup form, enabling customers to choose what they receive.

Although triggered emails still continue to perform well, these are starting to clutter up inboxes as well. Brands can no longer rely on the same offers or messaging if they want to get noticed by savvy shoppers. Refreshing your triggered emails regularly will ensure that regular website visitors aren’t seeing the same messaging.

With email still providing great ROI, perfecting your messaging and send strategies can ensure you see the best results and don’t get left behind by the competition.

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Why Iphone And Kindle Will Continue To Rule

The Apple iPhone rules the smart phone landscape, and the Amazon Kindle dominates eBooks. But the future of their leadership was called into question this week. Today’s leaders will become tomorrow’s losers, according to forecasters. Here’s why they’re wrong.

Why the iPhone Will Rule

Gartner “predicted this week that by 2012, smart phones running Apple’s iPhone OS will occupy the #4 position worldwide, behind Symbian, Android and BlackBerry. Here’s what the market will look like in three years, according to Gartner:

1. Symbian: 37.4% (196.5 million units)

2. Android: 18% (94.5 million units)

3. BlackBerry: 13.9% (73 million units)

4. iPhone: 13.6% (71.5 million units)

5. Windows Mobile: 9% (47.7 million units)

6. Maemo: 4.5% (23.5 million units)

7. Linux: 2.1% (11 million units)

8. WebOS: 1.4% (7.6 million units)

There’s much to agree with in Gartner’s prediction — namely, the demise and failure of Microsoft’s Windows Mobile and Palm’s WebOS, and also the rapid rise of Google’s Android platform.

However, I believe iPhone will find itself well ahead of both Android and BlackBerry by 2012, and that Gartner reached its conclusion by making three errors.

First, Gartner probably isn’t giving adequate weight to the types of users on the various platforms. Because iPhone was first with a major multi-touch, full-screen UI, and first with a compelling app store (still the only platform with a compelling apps store), the platform attracted and “locked in” “key influencers.”

These influential people include journalists, podcasters, bloggers, celebrities and others, who will remain loyal and continue to evangelize the platform on Apple’s behalf.

Second, Gartner may be underestimating the impact of network effects, which is the concept that the value of a network grows with additional users. The classic example is the telephone. If you’re the only person with a telephone, it’s perfectly useless. But the device’s value and appeal grows with each person who uses one.

On the iPhone, there is an enormous number of new apps coming online that have two qualities deadly for the competition: 1) they exist only on iPhone; and 2) they involve connecting with other users who are required to use iPhones in order to connect.

In other words, because iPhone has several orders of magnitude more apps and more users than other platforms, the likelihood that network apps exist only on the iPhone is much higher than on other platforms. That means if users want to participate in the coming avalanche of social networking apps, business card apps, GPS apps, multi-player games and so on, they’ll find iPhone to be by far the most “valuable” from a network effects perspective.

In the network effects game, the rich get richer, which means the platform with the most users on networkable apps should get additional users at a much higher rate.

And third, I believe Gartner is underestimating consumer “choice paralysis” that will result from confusion in the Android marketplace.

Yes, Android is appealing, powerful and will gain a great many users. But the mass market will be relatively confused by the incredible number of form factors and options in the Android marketplace. Confusion breeds paralysis, and this will harm acceptance of Android phones.

This idea does violence to the conventional wisdom, which is that people always choose the most “powerful” product, or the product with the most features. But the conventional wisdom is wrong on this point. People gravitate toward the product that doesn’t create confusion.

Why the Kindle Will Rule

King of the eBook readers, Amazon’s Kindle, came under attack this week in the form of something called the “Nook.

It’s generally understood in geek circles that nearly all Kindle’s competitors are “better” than the Kindle from a hardware device point of view.

The Nook is no exception. It’s better. But what makes nook such a threat is that it comes from Barnes & Noble, which (like chúng tôi is in position to sell a lot of cheap electronic books.

Game over, right? Well, not so fast.

Even better, the Nook enables book sharing. You can “loan” books to friends and family, and that borrowed version expires after 14 days. Nice!

The problem is that Barnes & Noble made the same mistake with Nook that Google did with Android. It hit the market too late.

Amazon has been gathering users for two years. But what kind of users? Nearly all hardcore book buyers use chúng tôi Those big buyers most electronically inclined have long since purchased Kindles.

The “best” customers for eBooks — defined as those most enthusiastic about paying for electronic books — are already “locked in” to Amazon. They have invested money for two years on books that work only on Kindle. Nook’s color touch-pad and Wi-Fi feature isn’t enough to drag them away from their investments.

So even if Nook or any other Kindle alternative exceeds Amazon’s device in terms of unit shipments, I believe that Amazon will continue to win where it really counts: book sales. That means Amazon will be in a position to bully publishers, dictate standards and generally control the market — the part of the market where people actually pay for electronic books.

Once again, the prognosticators are making faulty predictions based on an over-estimation of a link between product “quality” or feature sets and unit sales, and an underestimation of the power of human nature on the decision-making process.

People don’t make coldly rational buying decisions based on feature sets. They’re influenced by influential people, opportunities for networking, and a wide range of under-appreciated psychological factors.

The iPhone and Kindle will continue to rule well into the foreseeable future.

9 Sicknesses Triggered By Sex

Sexually transmitted infections (STIs), also called sexually transmitted diseases, are illnesses that are spread through sexual intercourse (STDs). They can affect both males and women and are often brought on by bacteria, viruses, or parasites. Since they can result in serious health issues and raise the chance of HIV and other STIs being transmitted, STIs are a significant public health concern.

STIs come in various forms, each with a unique set of symptoms and health dangers. Among the most widespread STIs are −

Chlamydia − A bacterial infection called chlamydia can be transmitted through sexual intercourse. Although it frequently shows no signs, it can hurt to urinate and cause genital discharge. It can result in severe health issues like infertility if left untreated.

Gonorrhea − Another bacterial illness that can be contracted through sex is Gonorrhea. Chlamydia-like signs, such as genital discharge and discomfort during urination, are possible. It can also result in severe health issues if untreated.

Syphilis − Sexual intercourse can result in the transmission of the bacterial infection syphilis. On the mouth, genitalia, or other areas of the body, it can result in a painless sore or rash. It can lead to severe health issues like blindness and dementia if left untreated.

Human papillomavirus (HPV) − Genital warts and certain cancers, including cervical cancer, are risk factors for the viral virus HPV. HPV comes in various types, some more harmful than others. Although HPV is frequently asymptomatic, it can occasionally result in noticeable warts and abnormal cell changes that can be found during a Pap test.

Herpes − A viral illness called herpes can result in painful blisters on the mouth or genitalia. Herpes has no known treatment, but antiviral drugs can help manage symptoms and reduce the spread chance.

Hepatitis B − A viral infection called hepatitis B can be transmitted through sexual intercourse. It may harm the liver and raise the danger of liver cancer. Fatigue, dizziness, and jaundice are some signs.

Trichomoniasis − A parasitic illness called trichomoniasis can be transmitted via sex. It frequently has no signs but can cause itching and discharge from the genitalia. If untreated, it can lead to pregnancy problems and raise the risk of contracting other STIs.

Pubic Lice − Crabs, or pubic lice, are parasitic organisms that can infest pubic hair. They can also be spread by sharing bedding or clothing, but sexual contact is typically how they are passed from person to person. Itching and the presence of lice or lice larvae in the pubic hair are two signs.

HIV − A viral illness called HIV can cause acquired immunodeficiency syndrome by attacking the immune system (AIDS). Although it can also be shared through blood or breast milk, sexual contact is the most common way to spread. Fever, fatigue, and swollen lymph glands are some HIV symptoms. Antiretroviral therapy (ART) can help control symptoms and lengthen life, but there is no known cure for HIV.

Safe sex practices, such as the use of condoms and routine STI testing, are necessary for both preventing and treating these diseases. It’s critical to seek medical care and get tested right away if you think you might have an STI. Early detection and intervention can lower the risk of complications and stop the spread of illness. To reduce the risk of infection, it’s crucial to practice safe sex and have honest talks with sexual partners about your sexual health.

Harmful Effects of STIs

STIs, or sexually transmitted infections, can damage a person’s body in various ways. Some of the most common unfavorable effects of STIs include the following −

Infertility − If left unchecked, many STIs, including chlamydia and gonorrhea, can cause infertility. These diseases can harm the fallopian tubes or uterus in women and the testicles or prostate in men.

Pelvic Inflammatory Disease (PID) − Untreated STIs can lead to PID, a severe infection of the female reproductive system. It may result in infertility, fallopian tube scarring, and chronic discomfort.

Cervical Cancer − The human papillomavirus (HPV) can cause cervical cancer in some people, which can be fatal if not caught early and managed.

Increased Risk of HIV − HIV, the virus that causes AIDS, can be acquired more easily due to STIs. This is because STIs can lead to genital inflammation and sores, which act as entrance points for viruses.

Complications During Pregnancy − Syphilis and herpes are two STIs that can seriously complicate pregnancy and result in stillbirths, premature births, and abnormalities.

Chronic Pain and Discomfort − Herpes and genital warts are two STIs that can leave the genital region in constant pain and discomfort. This may significantly impact the quality of living and mental health.

Social Stigma and Shame − Unfortunately, STIs are still stigmatized in many societies, which can cause those affected to feel ashamed, alone, and subjected to discrimination. On emotional health and general well-being, this may have a detrimental effect.

Utilizing condoms and undergoing routine STI testing are all part of safe sex practices that help prevent the negative impacts of STIs. It’s critical to seek medical care and get tested right away if you think you might have an STI. Early detection and intervention can lower the risk of complications and stop the spread of illness. To reduce the risk of infection, it’s crucial to practice safe sex and have honest talks with sexual partners about your sexual health.

Treatment of STIs

The sort of infection and the severity of the symptoms determine how to treat STIs. Antibiotics are frequently effective in treating bacterial illnesses like chlamydia, gonorrhea, and syphilis. Although there is no known cure for HIV, treatment usually entails taking medication for the rest of one’s life; antiviral drugs can treat viral infections like herpes and HIV. There are vaccines for some STIs, including hepatitis B and the human papillomavirus (HPV), that can aid in preventing transmission.

It’s crucial to remember that some STIs, like HIV and herpes, cannot be treated but can be managed with medication to lessen the severity and regularity of symptoms. It’s also critical to remember that you can still spread the illness to others even if you are receiving treatment for an STI. As a result, it’s vital to engage in certain sexual behavior, which includes using condoms and regularly getting tested for sexually transmitted infections (STIs).

People with STIs may profit from counseling, support, and medical care. Because of the stigma attached to STIs, speaking with a counselor or joining a support group can help manage the emotional effects of getting an STI diagnosis.


Even if you don’t have any symptoms, getting checked out when you think you might have an STI is essential. Early detection and treatment can aid in preventing the spread of infection and lowering the risk of complications for many STIs, which can result in severe health complications if left untreated. Furthermore, those who have received an STI diagnosis should inform their partners so they can be tested and treated if required.

Optimising Your Transaction Emails

How you can you dramatically increase your ecommerce sales with transactional emails

Now, we’re going to cover some effective marketing strategies and statistics for a select list of key transactional emails but before we do, a quick run-down of what transactional emails are.

So what are transactional emails?

In simple terms, transactional emails are the email messages you send to users of your site or application whenever they specifically, individually interact with either.

Unlike bulk messages, transactionals are sent to specific customers for specific reasons that relate to their recent transactions and this means that they get more attention from your users. This is what makes these emails so valuable as marketing vehicles.

Now, let’s get down to strategy for several key transactional message types.

Welcome emails

Welcome emails are some of the most important transactional emails around. These are normally sent when somebody newly joins your website or buys from you for the first time after opening a user account.

When optimized well, welcome emails can really bring in the money. In many cases, they can average revenues of $5.83 per email sent, which is an enormous contrast to the 53 cents that the average bulk promotional email generates.

Sales receipts

Sales receipts have possibly the highest open rates of any kind of transactional email message. One average, their open rate is about 114%! This is because users often open a single one of these emails more than once.

Abandoned cart emails

Abandoned cart notifications have a diminishing effectiveness over time. 40% of users are likely to open one the first time around while only 27% will do so the second and third time they receive one.

Shipping confirmations

Shipping confirmations, thanks to the valuable purchase related information they contain, also have a very high open rate of a whopping 107%.

They can be optimized by including cross-sell offers for additional products or services that relate to what your customers originally bought. This has been shown to boost transaction rates by 20%.

Furthermore, you can also use these emails to save money and time on customer service inquiries. This can be done simply by including all sorts of order relevant information in a shipping confirmation right off the bat. This includes info such as tacking numbers, shipping times, delivery time information and a link to a page where customers can follow their orders progress through the mail.

Product reviews

Nothing gains the respect of possible customers like a positive third party review from a previous buyer. This is why getting a collection of product reviews from real clients of yours is essential to success. You can later link to these reviews in all of your promotional material and in your other transactional emails.

After your customers have bought from you, give them several days or a couple of weeks to see how their purchase suits them and then ask for a review of the product.  By adding the word ‘review’ in the email you send them, you can boost the open rate of these messages by 28% or more.

This Infographic provides a good template for different emails to ensure you optimize engagement:

Key Takeaway on Transactional Emails

Transactional emails have to stay transactional in nature, even while used for promotion

Your transactional emails will gain much more customer attention than bulk marketing emails

Transactional emails are sent to specific customers for specific reasons

Optimize welcome emails, shipping confirmations and abandoned cart notifications by using them to cross-sell related products

Always be polite and say thank you in your transactional emails, it boosts conversions

Ask your customers for real product reviews, in terms of promotional success, they’re worth their weight in gold

Each ecommerce campaign has its own unique series of transactional emails, feel free to experiment in your own particular circumstances

The above are only a few major types of transactional emails. There are others that might be highly specific to your ecommerce business type. Experiment with all of them and don’t be afraid to get creative on using your transactional emails for promotion of new products.

Also, if you want even more information of a much more visually appealing sort, check out the infographic that the above information is based on right here. It was put together by Easy SMTP who offer Email Management services.

How To Download All Attachments From Outlook Emails

If you’re in an industry where you receive countless emails every day, you likely get many emails with multiple attachments. Using a manual method to extract attachments can be time-consuming if there are many to download. Luckily, it’s easy to save multiple email attachments at once using Microsoft Outlook.

In this tutorial, we’ll show you how to download all attachments from Outlook.

Table of Contents

How to Download All Microsoft Outlook Email Attachments at Once on Windows

To download all attachments at once using the Windows Microsoft Outlook app, do the following:



and sign in to your Outlook profile.

Select the email with your desired Outlook attachments.

Select the location that you would like to save the files to and press the



How to Download All Microsoft Outlook Email Attachments at Once on Mac

Here’s how to download all attachments using Outlook for Mac:

Open the MS Outlook application.

Select the

Email message

that contains your attachments.

Select the location that you would like to save your attachments and select



How to Download Multiple Outlook Attachments From Multiple Emails

It’s also possible to download multiple attachments from many emails at once. To do so:




If you are using Outlook 2023, 2023, 2013, 2010, 2007, or 2003, you can use the VBA editor to download multiple attachments from multiple emails.

Open your


folder and create a new folder named “Attachments.” This is where your attachments will download to.


Microsoft Outlook


Press the




keys on the keyboard to open the VBA editor.

Copy the following code into the editor and press



Dim GCount As Integer

Dim GFilepath As String

Public Sub SaveAttachments()

‘Update 20230821

Dim xMailItem As Outlook.MailItem

Dim xAttachments As Outlook.Attachments

Dim xSelection As Outlook.Selection

Dim i As Long

Dim xAttCount As Long

Dim xFilePath As String, xFolderPath As String, xSaveFiles As String

On Error Resume Next

xFolderPath = CreateObject(“WScript.Shell”).SpecialFolders(16)

Set xSelection = Outlook.Application.ActiveExplorer.Selection

xFolderPath = xFolderPath & “Attachments”

If VBA.Dir(xFolderPath, vbDirectory) = vbNullString Then

VBA.MkDir xFolderPath

End If

GFilepath = “”

For Each xMailItem In xSelection

Set xAttachments = xMailItem.Attachments

xAttCount = xAttachments.Count

xSaveFiles = “”

For i = xAttCount To 1 Step -1

GCount = 0

xFilePath = xFolderPath & xAttachments.Item(i).FileName

GFilepath = xFilePath

xFilePath = FileRename(xFilePath)

If IsEmbeddedAttachment(xAttachments.Item(i)) = False Then

xAttachments.Item(i).SaveAsFile xFilePath


End If

End If

Next i

End If


Set xAttachments = Nothing

Set xMailItem = Nothing

Set xSelection = Nothing

End Sub

Function FileRename(FilePath As String) As String

Dim xPath As String

Dim xFso As FileSystemObject

On Error Resume Next

Set xFso = CreateObject(“Scripting.FileSystemObject”)

xPath = FilePath

FileRename = xPath

If xFso.FileExists(xPath) Then

GCount = GCount + 1

xPath = xFso.GetParentFolderName(GFilepath) & “” & xFso.GetBaseName(GFilepath) & ” ” & GCount & “.” + xFso.GetExtensionName(GFilepath)

FileRename = FileRename(xPath)

End If

xFso = Nothing

End Function

Function IsEmbeddedAttachment(Attach As Attachment)

Dim xItem As MailItem

Dim xCid As String

Dim xID As String

Dim xHtml As String

On Error Resume Next

IsEmbeddedAttachment = False

Set xItem = Attach.Parent

xCid = “”

xHtml = xItem.HTMLBody

xID = “cid:” & xCid

IsEmbeddedAttachment = True

End If

End If

End Function

Note: You can copy the original code above from Extend Office and paste it into the editor.



to run the script. You may get a pop-up window prompting you to allow the action.

Using an External Tool

If you’re using another version of Outlook, want to download a file type other than PST, or find the VBA method cumbersome, you can download a tool that can help you download multiple Outlook attachments at once.

Apps such as Outlook Attachment Extractor have the functionality to save attachments not only from PST files, but from other file formats such as OST, BAK, MSG, OLK, and OLM files, too. You can also configure the app to filter attachments by file size, date, or sender.

How to Download All Attachments From a Corrupted File

If you cannot open, view, or save file attachments in Outlook, the Microsoft Outlook PST file may be corrupted or damaged. You can repair the PST file to retrieve the attachment using tools such as the chúng tôi application.

To use this tool, close Outlook and navigate to one of the following locations, depending on your version of Outlook:

Outlook 2023: C:Program Files (x86)Microsoft OfficerootOffice16

Outlook 2023: C:Program Files (x86)Microsoft OfficerootOffice16

Outlook 2013: C:Program Files (x86)Microsoft OfficeOffice15

Outlook 2010: C:Program Files (x86)Microsoft OfficeOffice14

Outlook 2007: C:Program Files (x86)Microsoft OfficeOffice12

Select Browse, locate the Outlook data file you want to scan and press Start.

If the tool finds errors, select Repair to attempt to fix them. Once complete, restart Outlook and check whether it now works.

Streamline Your Email Activities

Downloading multiple files from Outlook is easy and you can even download multiple files from multiple emails all at once. If you find the built-in methods in Outlook too difficult, you can download tools such as Outlook Attachment Extractor to help you out.

3 Options For Ecommerce Sites To Implement Triggered Email Messaging

A review comparing different technical solutions for Ecommerce integration with behavioural email marketing

Triggered messaging is a rapidly growing part of marketing with extremely good ROI. It’s about delivering business messages that are personalized and near-real time, resulting in very good engagement. All email marketers should be doing this if they’re not already!

My previous post in this series explained when triggered messages were effective, for example for cart abandonment and onboarding sequences. This follow-up is a brief summary of the three main implementation strategies for triggered emails, using:

1. Just your E-commerce system.

2. Just your ESP.

3. A real-time marketing system (RTMS).

Using just your Ecommerce system

Many Ecommerce systems can send a few types of triggered messages, for example ‘purchase complete’ and ‘cart abandonment, either natively or using third-party plug-ins. (There are lots of these, for example Abandon Carts Alert Pro for Magento and EDD Abandon Cart for WordPress/EDD).

This is the most basic of the three alternatives. You typically:

Install a plug-in, if required.

Create new email templates in the integrated email sending system.

Configure your remarketing parameters – for example how long to wait before sending a ‘purchase complete’ or welcome email.

The upsides are:

Simple. If you want something straightforward, you can get it working very quickly.

Cheap. It may even be free.

There are three main downsides:

Ecommerce systems were designed to handle purchasing – not cart or browse abandonment . This means they collect less data, for example they usually don’t record products browsed. They also identify less shoppers and only recognize people when they logon so you may only email 25% of the people who ought to be emailed. Hence you’ll get much worse returns.

Ecommerce systems normally use dedicated email sending systems, silo’d from your main ESP, making it difficult to keep your email designs and mailing lists consistent.

Lack of personalization/branding, so emails are less effective, because the ESPs lack functionality and also can’t mail-merge data from your main ESP.

Using ESP and a Web Analytics System

Your ESP is able to send triggered emails, once you provide real-time data, and a Web Analytics system supplements the activity data from your Ecommerce system.

This is a traditional approach to sending triggered messages and keeps everything in one place.


Install a one-line script in your Ecommerce system and configure the Web Analytics system.

Create the email templates in your ESP, based on your existing content.

Configure the remarketing campaigns – for example how long to wait before sending a ‘purchase complete’ or welcome email. Some ESPs provide the capabilities for this, if not then you’ll need someone to write a custom scheduler.

The upsides are:

All your content is in one place, so managing your email templates is easy.

All your data is in one place, so managing your lists is easy.

There are several downsides:

One more system to use.

If your ESP provides a sophisticated plug-in to integrate with your Ecommerce system, then setup can be straightforward but you’ll be locked in to that exact combination. If not, as is usually the case, set up requires expensive custom programming.

Triggered emails need complex personalisation and ESPs vary greatly in what’s possible. For example you may have difficulties merging data from a shopping cart containing a variable number of products, each with several fields.

Risk of sending after purchase, because of stale data. Big-name ESP-based solutions may run hourly or even daily, leading to support calls when slow buyers are incorrectly sent cart abandonment emails

Using a Real-time Marketing System (RTMS)

There are several Real-Time Marketing/Triggered messaging systems available. These connect with your ESP and Ecommerce system, sending any type of triggered email.

Setup is straightforward. You:

1. Install a one-line script in your Ecommerce system and let the staff at the Real-Time Marketing/Triggered messaging company configure it.

2. Create the email templates in your ESP, based on your existing content.

3. Configure the remarketing campaigns – for example how long to wait before sending a ‘purchase complete’ or welcome email.

The upsides include:

These systems are highly optimized to identify and collect maximum data from the maximum number of visitors. Strategies include not waiting for logon, tight integration with the ESP, integration with third-party subscribeware such as PadiAct, and combining sessions across multiple devices. They have been shown to identify 4x as many visitors as Ecommerce plug-ins, which results in much greater ROI. Read our Triggered Messaging report on real-time email marketing.

Setup is cheap, because there is no custom programming or connectors to write. And unlike systems based on specific plug-ins or custom connectors, if you switch to another Ecommerce system your real-time marketing will still work.

Should use your own ESP, so managing your email templates and lists are easy.

There are two main downsides:

One more system to use.

Not free.

Summary on ESP

Which method you choose depends on various factors, including the size of your website, your ESP and what you’re trying to achieve with your marketing.

In general, very small online stores should look towards the built-in capabilities of their Ecommerce platform. If your website is a bit larger, you should be looking to get more marketing capabilities in order to maximize your revenue. To do this, you’ll either need to build some custom integration with an ESP with strong functionality or look towards a specialist RTMS.

You may also need a combination of methods – for example, order confirmations, password resets and sales receipts may be sent out by default by your Ecommerce system. They’ll typically be basic emails with little in the way of branding or marketing capabilities.

It may be possible to route them through your ESP so as to make the branding match and to start including other offers. Then you may be able to include upsell/recommendations using an RTMS which dynamically formats appropriate upsell offers based on the products ordered.

Finally, here’s a quick reference to the pros and cons of the different ways of implementing triggered messages for your website.

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