Email: The Trigger Email Bill of Rights
For example, if you sell unique home items and have 250 expensive items of heirloom quality, you may have 1,000 targets who meet the demographic requirements: income, gender, age and location of potential buyers. To hone in, apply a score to leads to rank their value, weighting them by recent or frequent purchase, or dollars spent, or by purchases over time to indicate brand loyalty. This lead scoring process can identify the best targets by combining demographic and behavior tracking data from your customer database. Social media gives marketers psychographic data to segment targets by interest and relationships, and opens the door to scoring leads by their value as influencers. If it is a rare item, you may want to have your leads carry the buzz to 5,000 targets who purchase by auction.
The most valuable criteria will depend on your business and your marketing goals, but a strategy that identifies the right person is the first and most critical step.
2. Right Time—"I Can't Talk Now!"
Using the right combination of data, segmenting to reach exactly the right lead, the next step is timing. How do you know what threshold behavior should trigger a marketing response, and when does it become too little or too much?
Timing is determined by knowing your customer and what builds a long-term relationship. The tools and analysis you need for a precision trigger campaign are most valuable in the long haul and pay off through testing the interests of different segments of your customer base.
For example, if you have customers who are collectors and frequent shoppers of unique and expensive items, you want all their purchase histories to guide the frequency of contact and offers: Approach them when you have what they want, or when it will go on sale, triggered by specific landing pages and graphics tied to the merchandise. Sending email for a common action—e.g., each time they visit the home page or click on an item—defeats the purpose and cost of personalized campaigns and does little to build a relationship that wins repeat business and/or referral customers.