More Reasons to Use Trigger-Based Marketing
By Heidi Tolliver-Walker on December 13th, 2012
Back in June, I posted about a Forrester/Silverpop study that shows a rise in marketing automation, including trigger-based marketing. Among the data used to construct triggers, according to the study, were transaction history, order and response history, social media activity or comments, and account activity and balance.
The latest study from Epsilon, its Q3 2012 Email Trends and Benchmarks study, adds to this picture. Marketers’ use of emails triggered from welcome, thank you, or abandoned shopping cart pages rose 10.3% to 2.6% of total email volume in Q3 2012 compared with the year-ago quarter. Triggered open rates performed at 75.1% higher than “business as usual” (BAU) emails in Q312.
These and similar trigger data provide important lessons for the digital print industry. Primary among them: Triggered email doesn’t work because it is email. It works because it is triggered — it offers really, really good timing based on something the consumer himself or herself does. That kind of relevance works for print, too.
The more we see data showing the value of triggers for email, the more it should motivate us to do the same for print. This might mean sending an extra 25% off on the recipient’s birthday. Incentives and promotions to renew subscriptions, leases, or licenses right before the renewal date. Or “we miss you” communications and discounts offered to customers who haven’t ordered from you past a certain date.
There are lots of triggers that you (and your customers) can use to generate high-impact direct mail. Or email if you’re doing multichannel marketing. That, of course, means having the data to construct the triggers. So if you haven’t been able to convince your customers to append their databases or turn their mailing lists into marketing databases, maybe triggers are your “in”!