So often these days we are asked about database managed email marketing campaigns.  Great Idea!  No postage costs, easy copy writing!

Just two problems.  Banks tend to be poor collectors of accurate customer email addresses.  And consumers are overloaded with too much in the in-box.

So says Bronto Software in their white paper, "The Need for Ease: Leveraging a Trigger-based Email Program to Create Relevant and Timely Campaigns."

To avoid oversending, Bronto argues, establish triggers for sending email messages to customers, such as transactional triggers and recurring triggers such as birthdays or renewals.

"Even if you're new to email marketing," Bronto says, "it will come as no surprise that relevance and timeliness drive responses today, not the generic mass email blasts that once did. The reason? Your customer and prospect in-boxes are full and in order for you to stand out, your messages have to relate to them instantly."

Trigger-based campaigns, Bronto says, are effective because they are based on customer behavior and an action taken vs. a marketing push strategy.  Just like Matrix Mail, from The Biltmore Group.

Bronto’s white paper,  can be viewed at www.emarketingpapers.com.