Real-time email is a relatively new method of email marketing, so it’s important to incorporate the following 3 fundamentals for success:
- Appropriate Scenario: When considering weather triggers, you want to use a weather condition that’s truly unique to the season and will grab consumers’ attention. For example, on the morning of the first heavy snow of winter, car dealers can offer a real-time deal on snow tire installation or restaurants can offer free delivery. This also applies to event triggers. For instance, to build brand equity and awareness in targeted locations, a company could offer to match donations supporting a local race or marathon.
- Compelling Subject Line: As with any email campaign, you must have an engaging subject line to drive the consumer to take action in ten words or less. A subject line like “Snowed in? We deliver!” from a restaurant lets customers know you’re aware of their environment and are ready to work with it.
- Value: After consumers open your email, you need to be up-front about the value you provide and how it’s relevant to your immediate environment. Your content should be immediately linked to the realtime variable you used as a trigger, be it weather conditions, location, or other regional event.
Aside from these fundamentals, it’s important to use good judgment when executing realtime email campaigns. An ill-conceived or insensitive offer during something like a tragic natural disaster would be distasteful and turn customers off from your brand. Focus on aligning your content and core products or services, and incorporate punchy subject lines with strong call-to-actions that compel visitors to make a purchase.