Research suggests customers want brands to use an integrated multi-channel messaging approach that engages them to share their preferences regarding offers, alerts, frequency of contact and media preferences.
In the past, consumers have traditionally been at the mercy of whichever communication channel their brand decides to use. Today, there is a ton of research solidifying the importance of knowing a consumers’ preferred method of communication and adapting your messaging strategy to meet their needs.
Every experienced B2B marketer knows that relevance is a powerful tool in inspiring action and response from today’s consumer. Immediacy is almost always relevant, and triggered campaigns are particularly helpful for post-purchase follow ups, shopping cart abandonments, welcome emails and up-sell opportunities.
Below are two ways businesses can differentiate themselves from competitors by taking a multi-channel messaging approach to their triggered marketing campaign:
Combine Customer Knowledge with Timeliness and Location
To maximize the effectiveness of a triggered marketing campaign, businesses need to understand their customers and their activity. Understanding the time, location, preferred communication device and their communication preferences all play a key role in sending the right message at the right time.
Adapt to Changing Customer Behaviors
When you collect behavioral data over the long term, you learn enough about customers to accurately group them with others who behave and respond similarly. An ideal triggered marketing campaign is automatically generated based on a change in a subscriber's behavior using a multi-channel messaging approach.
Implementing a triggered campaign strategy requires knowledge of your target audience. Identifying customer behaviors and linking that behavior to a triggered marketing campaign combines relevance, timliness and personalized communication preferences to deliver the right message to the right person at the right time...every time.