Why Trigger Marketing Matters
As a marketer, you’re probably thinking about how to acquire, grow and retain customers. That’s a lot to do! There’s a lot to process as well as consider with marketing personalization. You’ll often hear important key terms mentioned including customer engagement, 360 degree customer profile, big data, CRM, ROI, segmentation, hyper-personalization and one-to-one marketing. These are all necessary components to create successful marketing personalization so your company can deliver the most relevant content in real time.
Amid these components is trigger marketing. In a nutshell, trigger marketing is the engine that hums continuously. There’s a constant stream of messages being deployed to to your customers based on behaviors, browsing history, purchases, interests, etc. Delivering a successful trigger marketing campaign entails combining these pieces of big data, identifying an event in a customer’s life that warrants a need and communicating during these pre-planned points in time.
Having the right road map can make it easier to achieve success and the desired outcome. As part of the email marketing campaigns, triggered email marketing is at the core of helping to drive engagement and revenue.
Delivering a successful campaign is your ultimate goal. To achieve that, there are 3 key elements to remember…
Find the appropriate trigger – The content within these marketing campaigns should be based on your customers immediate needs.
Cultivate the right offer – Triggers have to be followed up with relevant products & offers.
Timely Execution – Presentation should occur immediately after an appropriated trigger.
As a business owner, you want your campaign to drive both traffic and revenue. There’s always a concern of frequency, value and appearance with trigger marketing. And, the big question lingers…”Do people mind followup emails?” The answer is yes. Keep in mind, though, it’s all about presentation, timing and tone.
Here are some tips to keep in mind for what your customers are looking for…
1. Acknowledge me. I just signed up to receive emails from your company. A welcome or thank you email is a considerate means of acknowledging my interest and introducing your company, products, offers, etc.
2. Entice me a little. The operative word is little. There’s a fine line between enticing me and conning me. Why should I become and remain a loyal customer? Based on my personal information, how can your company suit my needs more efficiently and cost effectively then company A or B?
3. Where’s my receipt? I made a purchase and I’d like to have a transactional email for my records. I’d like to double check to see if my order is accurate and things processed correctly with my bank.
4. Spark my interest. I recently ordered a new bedding set, a few bathroom accessories and some end tables. It’s safe to assume I’m updating my home. I’d be interested in additional products you offer based on my purchases. Window treatments? Kitchen accessories? Area rugs? Go ahead, inspire me.
5. Nudge me a smidgen to try something new. I’ve worn Crocs flip flops for as far back as I can remember. It’s my brand of choice, however, there’s a chance I order a pair year after year out of habit. Expand my horizons. Is there a flip flop that’s similar made by SKECHERS or Nike? Show me. I might just consider stepping out of the box.
6. I like special treats on my birthday. A gift basket filled with gourmet treats showing up at my door compliments of your company isn’t feasible, I know. However, how about a special offer, discount coupon or, at the very least, a Happy Birthday greeting?
7. Get me excited. Is there an upcoming event that you know I’ll be head over heels about? Let me know about it. As the event nears, send me a reminder or two because I’m busy and I may have forgotten to make note of it.
8. Offer a token of appreciation for my business. I’ve been a loyal customer for quite some time. Whether it’s a personal note or a 20% off coupon on my next purchase, it’s nice to know my loyalty is appreciated. I’m making the choice to do business with you. Without loyal customers…well, you get where I’m going with this?
9. I’m not a fan of creepy. Offer discretion when analyzing my browsing and purchase history. Any mention in your emails of the amount of time I spent browsing products to diminish the appearance of stretchmarks will be duly noted. This will not work in your favor in more ways than one.
10. Touch base with me. I’m busy. Often times weeks go by with very little time to spare. I may not have had time to browse, shop & make a purchase. I may have even left a product or two in my cart. Send me an email. Remind me there’s a product in my cart and, if you really want to earn brownie points, offer me a coupon towards my purchase. Score!
As mentioned, with trigger marketing, it’s all about timing, relevancy, tone and presentation. Remember, your customers are real people. Address them as such, respect their time, send offers that fit their needs and time it just right. Capture the attention of your customer by establishing the appropriate trigger. Materialize the immediate needs with applicable products, offers, and information. With automation and the right set of tools, these triggered events can be both automated and intelligent. Once these fundamentals are in place, you’re ready to execute.