Status Change Triggers
Another valuable, yet often overlooked opportunity to reach out to your customer base revolves around changes in their status. This change could simply be one that indicates they have become even more engaged with your brand—for example, if they clicked on the "follow us on Twitter" link in an email—or based on a reduction in engagement—like a marked decrease in the number of emails the customer has opened recently.
A trigger based on these types of behaviors is a great tactic for relationship building and subscriber retention. It provides a clear indication to your customer that you are listening, you care, and you respect them and their preferences—all of which engender trust. As these are automated campaigns, they can be developed easily, based on what you know about your customer and creatively crafted without taxing your marketing team.
There is a vast array of incredibly valuable information that you know about your customer that goes beyond open rates, clickthrough rates and forwards. Threshold triggers, or those based on certain levels the customer has achieved, may require deeper digging. But the rewards can be phenomenal.
For example, if you have information about how much money customers spend, it is possible to create a trigger campaign around those monetary values. Knowing which subscribers frequently share your messages could set off an engagement-based trigger.
Trigger campaigns can be built around the number of purchases, membership types or loyalty measurements. In any of these cases, the subscriber can be sent an automatic, yet highly personalized message thanking them for their business and even offering some sort of reward. This simple action can have a very powerful effect in strengthening your customer relationships.
In today's difficult economic environment, every customer matters. According to Adobe's 2012 report, "The ROI from Marketing to Existing Online Customers," 40 percent of revenue comes from returning or repeat purchasers, who represent only 8 percent of all visitors. And these repeat purchasers account for even more revenue during the holiday season and times of slow economic growth.