Asynchronous triggered mail is intriguing. The idea is that rather than blast out an email to a targeted list (the spray and pray approach) that consumer behavior drives email dispatch. So rather than send a million emails on Tuesday morning, you deliver the same million emails one-by-one over the course of a month. Based on using pixel tracking, brands determine which sites or behaviors are related to their product or service and which actions might infer interest in their brands. They make a buy, much like re-targeting on these sites, but rather than trigger a display banner ad or a social media unit, the action triggers an email. Yahoo and Gmail already do a version of this tactic by mining email accounts and triggering text messages and interstitial ads based on the content of the email consumers’ receive. Almost half of all email is opened on mobile devices where conversion is notoriously low. Open rates in general hover around 30%. And there is really no optimal day/ time combination to maximize email response. So the idea of adapting email as a one-to-one tool is appealing. Asynchronous delivery, also called email on-demand, has the potential to change the perception of this Read more…