Update, Upgrade, Convert

1. A series of e-mails triggered when someone signs up for your e-list. Many marketers send a simple introductory e-mail. While only one firm (out of 20 in our survey) deploys a preplanned series of e-mails, five plan to do so this year.

2. E-mails triggered by purchases (or otherwise targeted to individual behavior). The majority of companies surveyed don’t yet send EBOPPs (E-mails Based On Previous Purchases). Like the 40 percent of our survey respondents who plan to implement EBOPPs in 2008, Bell says Touch of Class’ second e-mail priority (after general improvement in e-mail merchandising) is to trigger e-mails based on previous purchases. EBOPPs can be automatically generated for effective cross-selling or timed replacement of consumables.