It is a concept most companies dream of: delivering a relevant message to an engaged target audience, at the right time, using the right communication channel. Achieving this dream requires an enormous effort.
But it can be done - through behavioral-based trigger campaigns. Implementing a triggered campaign strategy requires knowledge of your target audience.
You need to not only know a lot about your target audience and their communication preferences, but your business also needs to have the capability to tailor multi-channel campaigns to fit their prospect’s individual preferences.
Identifying customer behaviors and linking that behavior to a triggered marketing campaign combines relevance, timeliness and personalized communication preferences to deliver a relevant message to the right person at the right time...every time.
How do you make it happen? Here are four steps:
1. Know the Fundamentals
Establish the critical business needs and strategic imperatives, such as lead generation, engagement, retention, revenue generation, and other essentials. What are their core challenges, and how can we alleviate them?
2. Gather the Data
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.
For example, if we have customer retention problems, can the data help us understand why? An ideal triggered marketing campaign is automatically generated based on a change in a subscriber's behavior using a multi-channel messaging approach.
3. Create the Campaign
Establish your engagement framework and constantly reevaluate your trigger campaign structure. Most businesses set up trigger campaigns using the same rules for everyone.
However, 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 a relevant message at the right time. Your target audience will guide you with clues. If you’re listening, they will tell you how often they want to be contacted, what communication channels they prefer, and what the best timing is.
4. Analyze the Results
Because customer needs and attitudes change over time, an ongoing review of your trigger campaigns should be incorporated into the regular business process.
Communication Preference Centers are highly effective in allowing the recipient to voice their opinions on how their needs change over time regarding email frequency and content. Also, by looking at peak email deliverability times and volume, you can better determine what time works best for your audience.
For more information on how you can get started using trigger campaigns, download “Doing More with Less – Guide to Multi-Channel Trigger Campaigns” today!