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By Neil Anuskiewicz
Triggered Emails
Most ESPs have a feature called triggers (autoresponders) that enable you to send emails based on dates or at certain intervals from the time the subscriber joined your list (sometimes called "drip marketing").
Many email marketers send out promotions ahead of subscribers' birthdays and anniversaries. This is the very definition of a relevant email: it arrives at the right time with the right message.
With triggers, be careful to avoid sending people too many emails in too short a time, lest your subscribers suffer from email marketing fatigue. This condition is only treatable by ratcheting back your email frequency a bit.
The fact is, without busting your budget or using up all your time, these methods can help you significantly improve response to your email marketing campaigns and build stronger relationships by sending relevant, timely messages. If Henry Ford were an email marketer today, even he would agree.
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