On the Web: Rapid-Fire E-Marketing

Triggered emails produce more than 15 times greater sales per email delivered. So why do so many merchants ignore them? It's probably because, on a daily basis, they produce relatively small amounts of revenue.

Using data from the chart below, delivering 100,000 emails in a campaign will produce $15,000 of revenue over a couple days. By comparison, even the lucrative abandoned cart email (ACE) might produce only a few hundred dollars a day. But, that ACE will deliver sales today, tomorrow, the next day, when you're on vacation, out sick or stumped for ideas for your regular email. Furthermore, you can magnify the impact by setting up many different types of triggered emails and sending out series of them, rather than just one. Here's how to get started building your program into a wheelbarrow full of cash.