Triggered campaigns also can have clearly defined endpoints.
“We have a client with a continuity product,” explains Symon. “[When you join] you’re entered into a series of three e-mails. The first e-mail is a welcome/customer-service/order confirmation message; the second is an offer that says you normally get this product once a month, but if you sign up to get two of these a month, you’ll save on shipping; the third e-mail that went out says if you pay by credit card you’ll save another X number of dollars per shipment.”
How to Trigger
There are three main types of triggers, all of which can be incorporated into a campaign:
• Event. This type of trigger is tied to something a customer does, or something a customer has signed up to be reminded of. In the first instance, when a customer places an order, she’s sent a thank-you message; when she registers with your site, she’s sent a welcome message; when she books a flight, she’s sent a confirmation with an offer for accommodations. In the second instance, if a customer has, for example, signed up with a news service for alerts when, say, stories about professional wrestler/actor The Rock are written, she will receive a message when that condition is met.
• Time. This category is broken into two branches: absolute time and relative time. A trigger based on absolute time can apply to a newsletter sent to all recipients every month, week or day. A trigger set on relative time can be based on a customer event, for example, three days after a customer registers, or eight months after he buys a one-year subscription to a magazine.
• Database. This type of trigger hinges on what’s in your database. When a customer reaches a certain purchase plateau, or has been a customer for a set amount of time, a special offer can be sent. When a magazine subscriber has only three issues remaining, a renewal reminder can be sent out.