The idea is to set up a program that doesn’t need much attending. As Rizzi puts it, “Once you get these things going on auto-pilot, it’s very cost efficient. It’s like magic.”
But even magic tricks need to be updated. “We think you should never go more than a year without a refresh,” says Rizzi. Besides, within any given year, “it’s more likely that the business rules are going to change within a company,” necessitating a review of ongoing campaigns.
But ideally, it’s the content and not the triggers you’ll have to update. “The goal is that [a triggered campaign] can run a very long time,” says Rizzi. “If it’s a database-driven content concept, the fundamental pieces can be easily updated without having to update triggers.”
Measure by Measure
Since it’s a direct marketer’s nature to keep tabs on efforts, it’s important to note that tracking the success of a triggered e-mail campaign is not quite the same thing as keeping tabs on a batch campaign.
It’s more complicated for two reasons:
1. There are multiple points of contact.
2. Each customer in the campaign is moving through the sequence at his or her own pace.
“At what stage of the game are they completing the objective, whether it’s to sign up, buy or request?” asks Rizzi. “Was it message one, two or three? From there you can find what stages are more effective and less effective.”
According to True North’s Symon, it’s also important to put more emphasis on opt-outs than on response. “Even if people aren’t clicking through, if they’re not opting out, then they probably see some sort of value in your
e-mail,” Symon explains. Increasing opt outs are a sign that content needs to be refreshed, or the format of the e-mail tested.