Essentially, any bit of information a customer gives you can be used in a triggered campaign. Birthday offers work well. As KnowledgeBase Marketing’s Vice President/Solutions Architect Arthur Middleton Hughes suggests, getting a woman to submit her birthday, dress size, favorite color and husband’s e-mail address can be a powerful tactic for a birthday campaign.
Rizzi’s e-Dialog has a book club client for whom his company has executed a triggered campaign (see campaign flow chart on page 48). “People go to the publisher’s Web site, and they might get a pop-up that says ‘Would you like to hear about our book club?’”
If they enter their e-mail addresses, they receive reader-interest newsletters every two weeks until they respond—or a predetermined cut-off is met. “If they do respond, they get a different kind of response [from the club],” says Rizzi, explaining this response asks what kind of books each prospect is interested in. The next step is getting prospects to join, by sending offers featuring current books that fit their self-selected interests. “Those [triggered e-mails] can go on every two weeks until the person purchases; then the stream cuts off,” explains Rizzi.
Focus on Content
Having all your triggers in place is but one important part of the process. You still need something to send your customers. From simple thank-you messages to protocols for pulling product offerings from your database, what you put into your e-mails is as important as when and why they’re sent.
“You want that content to be database driven,” says Rizzi. In the book club campaign described above, “it’s very important that the latest message has the most relevant book in it.”
The Pause That Refreshes
Unlike one-time-use batch e-mail that never gets a chance to get musty, a triggered campaign has a shelf life.