4 Ideas for Triggered Campaigns
Increasingly, marketers are turning to triggered campaigns to achieve the level of relevancy needed to compete in today’s marketplace. Part timing and part content, trigger campaigns aim to deliver the information and offers customers want at the precise time in the buying cycle.
To produce quick wins when implementing a trigger program, consider the following ideas from Scott Olrich, CMO of on-demand marketing solutions firm Responsys:
1. Welcome programs. Companies can get more bang for their buck with dynamic, multistage and multichannel messaging.
2. Abandonment programs. Trigger campaigns work for both shopping cart and application abandonment activities. And it’s still viable if the company has a small audience size but high-value sale value.
3. Winback program. If customers will buy replenishments or second purchases within a specific time frame, then triggered efforts can drive this action and reduce attrition.
4. Transactional-based contact. Any kind of contact that can be automated but still offer additional sales or customer relationship opportunities works on a triggered basis.