Exercise That Trigger Finger

Published on April 3, 2008

Tags: Email Marketing, Marketing Strategy

Maybe you've put off including offers with the automated—or triggered—messages you send to customers. Well, maybe it's time to rethink that strategy. A study conducted by JupiterResearch in 2005 found that the ROI on offers in triggered messages was nine times better than traditional batched messages. "Therefore," argues Jeff Hassemer at Responsys, "the question is not if you need to do this, but how you can get started." Hassemer says triggered messages based on consumer behavior come in three standard varieties:

Transactional Triggers confirm an action taken by your customer, such as placing an order, updating a profile or opting in to a newsletter.

Recurring Triggers—based on the details in a customer's profile or agreement—will prompt birthday messages, contract renewal alerts and monthly billing notices.

Threshold Triggers, says Hassemer, "occur when a customer exceeds a threshold within their relationship with a company." They respond to events such as "account balance changes, [or] exceeding a threshold in loyalty points."

According to Hassemer, a transactional campaign based on specific purchases—which requires the extra effort of real-time data integration—typically yields the best ROI.

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