Email: The Trigger Email Bill of Rights
Target marketing pros know the "rights" mantra: right person, right content, right time. In today's digital data world, many believe a combination of marketing automation and behavior data is all you need to create successful trigger email campaigns in just three easy steps: Select leads that match your customer demographic, gather data about their behavior and apply business rules that trigger emails based on that behavior. Presto, campaign success … right?
Wrong, if you want more than a 2 percent response. Really wrong, if you want respondents who convert to sales and campaign ROI.
To get 25 percent to 40 percent results—the kind of results you read about in many case studies—success means targeting carefully selected leads using high-incentive offers and sending custom messages tied to recent behavior, as well as psychographic data that appeals to that lead's special interests, work role, etc. (bit.ly/15IbQR7 and bit.ly/ZcR7iL).
Why does the specialized data and customization matter? Because even if leads fall into the right demographic bucket, you don't know what motivates them buy. To get sales conversion, optimizing the lead is vital. But how do you assess behavior and qualify leads? Much depends on your business goals and knowing your customer base.
To help you create quality trigger email campaigns that result in higher success rates, here are the fine points of the "Trigger Email Bill of Rights."
1. Right Person—"You Talking to Me?"
Engaging the right prospect is vital to engage and keep customer interest, no matter where you are in the lead nurturing cycle—from first contact to repeat offers. Demographic data can help identify who may have a need for your product or service, but it can't tell you what motivates them to buy. To find the optimal target, you have to apply intelligence about demographic data, as well as behavior, and rank the target based on success criteria.