By Estela Viñarás, on 25 June 2021
In digital marketing it is essential to stay up to date with new tools and to make the most of every opportunity to connect with your target market. Because of this, we are going to talk about a very effective strategy, trigger marketing, which is closely related to email marketing.
But wait, isn’t email marketing a thing of the past? Quite the contrary! Recent customization and automation options have made email marketing campaigns more active and effective than ever. However, don't get email marketing mixed up with sending mass emails or spam. Instead, trigger marketing is a tool you can use to send highly customized information, which reaches your ideal customer at the right time.
What Is Trigger Marketing?
Trigger marketing consists of sending messages or notifications at a specific moment, in answer to an event (event based marketing). Different user actions trigger different messages in order to maximizes customization. More importantly, reaching out to clients at the perfect moment increases the likelihood of conversion.
In this kind of marketing, everything is driven by “events”. An event can be a user action (downloading a eBook, spending more than 2 minutes on a certain section of your website, installing an app, etc.) or a specific date (Father’s Day, Christmas, Black Friday, etc.). Each of these events generates a customized reply to certain users. For example, for Christmas you could send out an email about toys to users who have young children.
One of the most important keys to trigger marketing is automation. This can be done through tools, such as HubSpot, and it allows us to maximize impact and create very sophisticated campaigns with minimal time investment.
Another characteristic to keep in mind is that although emails are a common example of trigger marketing campaigns, these types of campaigns are not limited to email. Trigger based mobile marketing is also a trend to pay attention to, and a good way to get the most out of your app.
Trigger email campaigns can be as complex and sophisticated as your strategy allows. As a guide to get started, these are some of the most common “key moments” to launch such campaigns.
1. Welcome
A new registration can be the start of a beautiful friendship, so make your user feels at home! Thanks to the information that the users themselves have provided when registering, you can customize the message with information and promotions that will interest them. It is also a great moment to offer them a welcome discount. And of course, don’t forget to say thank you!
2. First Actions
Before and/or after your new user registers, they will take a look at your website. This is the perfect opportunity to start monitoring their interests. Did they spend more than 2 minutes comparing products? What sections did they visit first?
3. Purchase
The first conversion is the key moment in which a potential client converts into a definite one, so don’t forget to include it in your trigger email campaigns. Confirm that their purchase has been correctly completed and remind them of the next steps. For example, when they can expect to receive their product.
4. Loyalty
It is well known that maintaining a client is much more profitable than getting a new one so, from time to time, make sure your clients know that you are thinking of them. You can offer a coupon with their second purchase, wish them a happy birthday, or let them know about discounts and promotions on certain products.
5. Reactivation
This campaign is appropriate when a user has registered, but has not returned to your website. Remind them that your are waiting for them, and make them an offer they can’t refuse.
Advantages of Trigger Emails
Trigger Marketing Makes Clients Feel Special
People are fed up with mass emails and advertising. Personalized messages are more memorable and make more of an impression, so sending emails that adapt to the user’s needs at a given moment is an example of great customer service that increases satisfaction and the likelihood of customers recommending you to their network.
It Increases Brand Awareness
Even if your user does not convert, by treating your potential clients well and showing that you care, you leave them with a positive impression of your company. They will be much more likely to remember you when they are ready to buy.
It Saves a Lot of Time and Resources
Thanks to CRM programs, you can do very complex segmentations vey simply. This way, your team can dedicate their time and energy to improving strategies, being brilliantly creative, and measuring and optimizing results.
It Achieves Better Results for Your Company
In a nutshell, communication with clients based on events maximizes conversion opportunities at all stages of the funnel.
Trigger Marketing: Practical Examples
Ready to get your trigger marketing campaigns working? These examples will help you out!
- Personalized messages for special occasions. Nowadays there are lots of brands that wish us happy birthday, but you can make yourself stand out by using all the information you have about your user and using attractive graphics. Be sure to use a title that really catches attention and make the most of the holidays, especially if your brand is related to leisure.
- Abandoned shopping carts are the perfect opportunity for email retargeting. Don’t let your users get away! What do you think could motivate them to finalize their purchase?
- Live or digital events are another amazing opportunity to create trigger email campaigns. For example, if your brand launches a webinar, send a few reminders to those who have signed up, and offer them the possibility to download the recording or a PDF summary afterwards.
