• by Jess Nelson , September 14, 2017

Evergage is doubling down on email, releasing a new trigger-based email tool to its Evergage for Email solution on Thursday. 

The new feature adds triggered email capabilities to the real-time personalization platform. 

Evergage combines customer behavioral analytics with machine learning to power data-driven marketing campaigns. The company works with Lenovo, Intuit, and Publishers Clearing House.

Evergage marketers can now build, test, schedule and send emails to customers and prospects based on previously selected triggers including -- but certainly not restricted to -- abandoned carts, website visits, weather conditions, and anniversaries.

Additional product features include A/B testing, campaign reporting, and coordination with email service providers and marketing automation platforms.

"When it comes to marketing ROI, email is still king," states Sheryl Kingstone, research director for customer experience and commerce at 451 Research. "Triggered emails -- shown to drive significantly more clickthroughs and conversions than traditional, bulk campaigns -- are becoming a key value driver. Like other marketing channels, email continues to be more and more personalized, and companies that successfully incorporate triggered messages within the mix can better connect with and serve their audiences."

Emails triggered by customers’ actions generate a significantly higher level of engagement when compared with traditional email newsletters. Click-through rates of triggered emails are 165% higher than business-as-usual campaigns, according to Epsilon, while ExpertSender says triggered campaigns generate a 250% higher click rate than email newsletters.