By Estela Viñarás, on 21 March 2016
The best digital marketers are very sure: being up to date with new tools is essential to make the most of every opportunity to connect with our target. Which is why 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: the recent customization and automation options have made email marketing campaigns more active and effective than ever. Do not, however, get email marketing mixed up with the sending of email in mass, or much less with spam. What you need to learn is to use this tool to send highly customized information, which reaches to perfect user at the perfect time. For this reason, I would like to explain what trigger marketing is and when it is applicable.
What is Trigger Marketing?
Trigger marketing consists in sending of messages or notifications at a specific moment, in answer to an event (event based marketing). Different user actions trigger different messages, aiming at maximum customization and, more importantly, reaching out to the client at the perfect moment to ensure our presence and increase the likelihood of conversion.
With 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 a website, installing an app…) or a specific date (Father’s Day, Christmas…). Each of these events generates a customized reply to certain users: for example, for Christmas we will send an email about toys to users who have young children.
One of the most important keys to trigger marketing is automation, through tools such as Hubspot. This allows us to maximize impact and create very sophisticated campaigns with minimal time investment.
Another characteristic to keep in mind is that although it is most common to speak of email trigger campaigns, this type of campaign is 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 our app.
Trigger email campaigns can be as complex and sophisticated as our strategic allows. As a guide to get started, these are some of the most common “key moments” to launch such a campaign:
- Welcome: a new registration can be the start of a beautiful friendship, so make your user feel at home! Thanks to the information that the users themselves have provided you with when registering, you can customize the message with information and promotions that will most interest them. It is also a great moment to offer them a welcome discount. And of course, don’t forget to say thank you!
- First Actions: before and/or after your new user registers, they will take a look at your website. It is the perfect opportunity to start monitoring their interests: did they spend more than 2 minutes comparing products? What sections did they visit first?
- 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. The most basic: 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.
- Loyalty: it is more than well known that maintaining a client is much more profitable than getting a new one, so, from time to time, make sure they know that you are thinking of them. You can offer a coupon upon their second purchase, wish them a happy birthday or let them know about discounts and promotions on complementary products.
- 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 email
- Trigger Marketing makes your client feel special. We are all fed up with mass online advertising; so personalized messages are more memorable and make more of an impression. Sending emails that adapt to the user’s needs at each given moment is an example of great customer service that increases satisfaction and the likelihood that they will recommend you.
- Even if your user does not convert, trigger emailing increases your brand awareness. By treating your potential clients well and showing that you care, you leave them with a positive impression of your company, and will be much more likely to remember you when they are ready to buy.
- For the brand’s marketing team, automation saves a great amount of time and resources. Thanks to CRM programs, we can do very complex segmentations very simply. In this way, your team can dedicate their time and energy to improving strategies, being brilliantly creative and measuring and optimizing results.
- In a nutshell, trigger emailing achieves better results for your company. Communication with clients based on events maximizes conversion opportunities in all stages of the funnel, arriving at the perfect time with the perfect message.
Trigger Marketing: practical examples
Ready to get your trigger marketing campaigns working? This 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. Be sure to use a title that really catches attention. Another key moment is during holidays, especially if your brand is related to leisure.
- Abandoned shopping baskets 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.