Consumers expect brands to be responsive and relevant. Trigger marketing is a powerful strategy that allows you to deliver personalized messages at the exact moment a customer is most receptive.
When you understand your customers, their behavior and preferences, you can send targeted messages – boosting sales and customer retention.
Let us dive a little deeper into what trigger marketing is.
What is Trigger Marketing?
It is a data-driven marketing strategy that uses specific actions or events (aka “triggers”) to initiate a marketing campaign.
Trigger data is like the fireworks of the data world.
These can be anything from a customer’s purchase history to their browsing behavior on your website. By identifying these triggers, businesses can send timely and relevant messages that are more likely to resonate with their audience.
5 Best Practices for Effective Trigger Marketing
- Set Goals: Clearly outline the objectives of your trigger marketing campaign. Are you aiming to increase sales, improve customer retention, or boost brand awareness? Define the result you are expecting.
- Identify Key Triggers: Analyze customer data to pinpoint the most effective triggers to use. To do this, you must consider your customers’ purchase history, browsing behavior, abandoned carts, and email openings.
- Personalize Your Messages: Tailor your messages to each individual customer. Use their name, purchase history, and preferences to create a more personalized experience.
- Time Your Messages: Send messages at the optimal time to maximize impact. Use automation tools to schedule messages based on specific triggers and time zones.
- Test and Optimize: Continuously test different triggers, messaging, and timing to identify the most effective strategies. Track key metrics such as open rates, click-through rates, and conversion rates to measure your campaign’s success.
What are the benefits of trigger marketing?
80% of customers are more likely to purchase a product or service from a brand that provides personalized experiences.
By sending timely and relevant messages based on specific customer actions or events, you can significantly improve customer satisfaction and loyalty. This personalized approach builds a deeper connection with your customers, making them feel valued and understood.
Trigger marketing can boost sales and revenue by allowing you to capitalize on opportune moments, such as abandoned carts or birthdays, to encourage purchases.
The automation of these campaigns will allow you to save time and resources, while ensuring consistent and effective communication with your target audience.
5 Examples of Trigger Marketing
1. Welcome Email
I am sure you’ve been enticed to sign up with your email or phone (or both!), to receive a discount before…
Sending a personalized welcome email to new subscribers, with an enticing incentive, is a great way to encourage interaction with your brand while collecting first-party data.
For example, a shopper receives a piece of direct mail, on the postcard is a QR code to sign-up with their email, phone, and basic information. Once they sign-up they receive a “Welcome to the VIP List” email with a coupon to save 10% when they shop with you.
2. Abandoned Cart
This is a personal favorite tactic; I have used it countless times as a part of my boutique’s marketing strategy.
Someone puts a few items in their cart, just to leave your site (and their cart) behind. You send a quick email, “Hey {NAME}, still thinking it over?” or “Your shopping spree is on pause…” with a link that takes them right back to the order.
Some ways to win them over are by offering a limited-time discount or by creating another sense of urgency to buy, such as letting them know that an item is selling out fast.
Keep in mind, it may take a series of emails to finalize the purchase!
3. Birthday Offer or Freebie
This one is super simple, but super effective; wish your customers a happy birthday and offer them a special gift or promotion.
Every year retailers send me Birthday rewards, giving me the push to treat myself. Cause who doesn’t love to do that.
Similarly, my favorite coffee shop texts me with a complimentary beverage, this can be a very tactful freebie since most customers will give themself an excuse to then purchase a food item to go with their drink.
Many restaurants offer a free dessert, knowing it will draw customers in for dinner.
4. Personalized Product Recommendations
Suggest products based on a customer’s purchase history or browsing behavior.
One example is to suggest similar items to the ones a shopper is currently browsing on your site, you can set up a pop up or automated section on the page, informing them of items which overlap or compliment the one they are looking at.
Another is to send a personalized pamphlet that includes similar items to ones they’ve purchased in the past, from your newest collection.
5. New Movers
Approximately 31 million people move within the United States each year, and these new movers are known for their significant spending habits, spending about
I suggest including new movers in your trigger marketing strategy. By leveraging real-time data on recent moves, you can deliver highly targeted and timely messages to individuals at an extremely pivotal moment in their lives.
A furniture company sends a “Welcome to the Neighborhood” direct mail piece. It includes beautiful images, an invite to shop either online or in store, local store address, and to receive free delivery with purchases over $850. There clear CTA, driving customers to the company site.
Conclusion
When you execute an effective trigger marketing strategy, you can create more engaging and personalized customer experiences.
Implementing some of the strategies we presented, following the best practices suggested, and utilizing the examples given can lead to increased customer loyalty, higher conversion rates, and ultimately, greater revenue.
For more information and ideas for using trigger marketing in your direct mail and digital campaigns, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.
