Target marketing pros know the "rights" mantra: right person, right content, right time. In today's digital data world, many believe a combination of marketing automation and behavior data is all you need to create successful trigger email campaigns in just three easy steps: Select leads that match your customer demographic, gather data about their behavior and apply business rules that trigger emails based on that behavior. Presto, campaign success … right? Wrong, if you want more than a 2 percent response. Really wrong, if you want respondents who convert to sales and campaign ROI.