Every experienced B2B email marketer knows that relevance is a powerful tool in inspiring action and response from today’s consumer. It’s difficult to be relevant, valuable and timely with email marketing campaigns. More traditional email, even with list segmentation, still relies on some luck to generate optimal response rates.
Trigger email marketing campaigns do a much better job of meeting those challenges. As one-to-one, “individualized”, timely messages, trigger campaigns are far more likely to get past those delivery and psychological blocks to get attention and a response.
If you want the ability to reach your email subscribers at a time that is most relevant to them, not one that is most convenient for you, below are a few questions you should ask yourself before you get started.
1. Are You Ready To Start Sending?
Before you start getting searching for technology solutions that support sophisticated trigger email marketing campaigns, have you optimized what you’re already doing? And have you optimized the subject line, email design, and calls to action in your email marketing campaigns?
2. Should You Limit the Number of Triggered Campaigns?
How many times do you send a trigger campaign for the same action? While every purchase needs an order confirmation, does every browse deserve a follow-up email?
3. Can you Adapt to Individual Behaviors?
Most trigger emails are setup using the same rules for everyone. Is it possible to adapt these rules individually? To maximize the effectiveness of a triggered marketing campaign, businesses need to understand their customers and their activity. Understanding the time, location, and their communication preferences all play a key role in sending the right message at the right time.
4. What Happens When Everyone is Using Triggers?
Trigger campaigns have been around for several years. But there is still novelty value attached to a more personalized message sent at the right time. So how do things change once your trigger email marketing campaigns are no longer “fresh”?
There is loads of advice on how to design email newslettersand promotional emails. Do the same concepts apply to trigger campaigns? Do different triggers require different approaches?
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.
For more information on how you can get started using trigger campaigns, download “Doing More with Less – Guide to Multi-Channel Trigger Campaigns” today!