Sell After the Sale
By Ken Burke
E-mail is a great sales tool, but it lacks precision. With the same message going out to large groups of customers at the same time, it can be impossible to cater to individual customers' constantly changing interests in a timely and relevant way.
Event-based marketing applies a technological answer to this very human situation. It enables you to automatically send focused e-mail messages at the specific time you choose. Event-based marketing systems help you capitalize on recent transactions and Web site activity to:
>encourage repeat visits and repeat purchases;
>place your brand, products and messaging at the center of your customer's attention, even when they are not browsing your site; and
>strengthen customer satisfaction and the overall relationship.
This can lead to increased customer loyalty, more frequent purchasing, increased customer lifetime value, and improved sales overall because customers will perceive higher value in your Web site and the service you offer. Your job is to decide what to say and when to say it.
It's All About Timing
An event-based marketing system monitors your Web site for specific customer activities. These activities trigger the system to send pre-formulated e-mail messages at designated times. You can automatically respond to any online activity with relevant information and offers that encourage another purchase or support the initial transaction.
Your responses should always pertain to a specific action the customer has already taken. They should be sent long enough after the action occurs so your customer does not feel pressured, but soon enough so the event is still fresh in his or her mind. This virtually guarantees that your offers will be of interest. Events that can trigger an event-based marketing response may include:
>purchase of a specific product;
>arrival at a preset spending threshold;
>requesting a newsletter;
>a period of increased activity;