How ‘Triggered’ Emails Keep Web Visitors Coming Back
By Anna Johnson on July 22nd, 2009MarketingSherpa recently profiled Realtor.com’s success in using a ‘triggered’ email campaign to attract people back to its website.
By strategically collecting web visitors’ email details when they were performing specific actions on the website, the company was able to send people specific emails which not only got a 70 percent open rate, but a 49 percent click-through rate.
Here’s how it worked…
Visitors to the Realtor website – which allows people to look for homes among among millions of real estate listings – were prompted to customize and save searches or specific real estate listings. Then, when they did so, they were invited to submit an email address and password so they could return to the site in order to view their saved information.
Once someone submitted their details, they were added to a list that would be sent ‘Home Alerts’ whenever there was an update to a property search or listing they had saved.
Since these messages provided extremely personalized, relevant and timely information, they generated high open and click-through rates:
- For the ‘saved search alert’ emails, the total open rate was 60 percent (unique open rate – 36 percent), and the total click-through rate was 38 percent (unique CTR – 32 percent).
- For the ‘saved listing alert’ emails, the total open rate was 70 percent (unique open rate – 48 percent) and the total CTR was 49 percent (unique CTR – 43 percent).
The result was a slam-dunk for Realtor which well-achieved its aim of attracting people back to the Realtor website.
Check out MarketingSherpa’s case study for more details about, and insights from, the campaign.
