Did the person say yes, no, maybe, that depends, tell me more? Did they respond by direct mail, email, a personalized URL, a phone call? Your answer back can incorporate a variety of variables. "Dear John. Thanks for your email of July 1. We're shipping your shoes today."
Even if a response never arrived, the auto trigger can act. "Dear John. We missed hearing from you in reply to our postcard sent on July 1. This email has the path to your very own personalized website. Click here."
Trigger-based marketing also works in tandem with events in the marketplace, such as a change in mortgage rates; or goes into action when the customer returns an item or inquires about a product upgrade or service; or suggests a related product when the customer buys, etc.
3. Data Modeling
A retail client selling products online and through catalogs asked for EU Services' help in planning and executing a sophisticated variable campaign. The strategy was to showcase related products to customers in a tailored cross-sell promotional effort. To compile data, the client worked with an agency that specializes in developing complex business-logic rules modeled on one customer's buying habits measured against another customer's buying habits.
The result was a tailored postcard that featured both a past purchase and a suggestion for future purchases with a coupon based on similar customers' buying behavior. Response rates went through the roof. By mailing two to three times per month to between 900 and 1,500 people, over time this tailored upsell has earned a 300 percent ROI.
As the authors of the article aimed at health care marketers noted, "The choice to use targeting or tailoring depends on a number of factors, including the available resources of a campaign, the size of the target audience, and whether the behavior is simple, such as a small one-time purchase, or more complex, involving a lifestyle change."