Setting up trigger campaigns is an effective way to help achieve your marketing goals. But while the campaigns may enable you to "set it and forget it," there are a few points that you should always keep in mind:
- Craft campaigns around specific goals: When looking to increase sales, focus more on up and cross-sell messages. If it's list growth and retention, then focus more on engagement-based messages.
- Monitor your KPIs: Make sure that these great conversations are actually meeting goals to assure you're allocating your resources properly
- Keep consistency and frequency in mind: When properly executed, trigger campaigns should seem natural and conversational. For example, if a customer becomes used to being addressed in your messages by his first name receives an email addressed to "Sir," that break in consistency can potentially damage the trust you've worked so hard to build up with him.
- Make sure all of your data is integrated and up to date: When you commit to building a relationship with your customer through a series of personalized, behavior-based trigger messages, you need to make sure that the data is up to date. If customers suddenly receive something incorrect or generic, it can significantly undermine the trust you've worked so hard to build which will take time and effort to repair.
And last, but certainly not least, although trigger campaigns run automatically, make sure to monitor and analyze their performance regularly. These time-saving campaigns have the ability to make a huge impact on your customers. When done well, they will strengthen your relationship and create happy online brand ambassadors.