Email: The Trigger Email Bill of Rights
At the same time, testing is the point of trigger campaigns, and the way to grow your profit margin. A fundamental error is quitting before you learn. If something fails and you do not get the exact response the first time, then assumptions about the offer or approach are not accurate. The good news about trigger campaigns is reframing and revising during the campaign are easy and will lead to ROI.
3. Right Content—"I've Never Worn a Dress in My Life!"
Make triggers and offers intelligent, based on what you are selling and what the customer wants. When you are sure everything you know about a lead is correlated, your customer helps shape your message with past behavior and/or data. Take heed and approach leads based on interest, as though they have entered your showroom and you are observing them.
For example, if a product or service is high-end, high-priced, for a specialized purpose and will last for years, you have to determine which customer in your universe of leads is the right one. Then tie the behavior of that group of customer leads to your content so the conversation is engaging and compels action.
Have they purchased unique jewelry? Be sure you know the cost, category and gender before you offer a new and novel Mickey Mouse weekend watch to a man who purchased a $12,000 Rolex Submariner.
Top-performing marketers know all leads are not equal and can't be treated the same. It may be digital marketing, but it pays to think of a campaign as a personal conversation with an ideal customer.
As you hone in using digital tools, the best practice is to think of the "right" lead as someone who has rights. To avoid a costly campaign that gets only a lukewarm, "just not that into you" response, respect those rights. For the best results, be sure to know who you're talking to, what they need and how to approach them.