"Trigger-based email is when you email a message to a customer in response to certain [behavior] or preferences," Valerie Khoo reminds us in a post at the Sydney Morning Herald's Enterprise blog. "The email is literally triggered by something the customer says or does, or is based on other information that has been collected about a customer." According to Eydie Cubarrubia of Mobile Storm's Digital Marketing blog, each of these messages—whatever their content—has a central purpose: "[To] ensure that a brand remains engaged with and relevant to consumers by giving them important updates." Reporting from this month's Adtech conference in Sydney, Khoo outlines the key steps in a trigger-based program:
- Use creative strategies to build your database.
- Determine key triggers.
- Find the right technology.
- Enrich your data.
When done correctly, there are a number of benefits. "It's extremely low–cost, and when you set up good systems (yes, that's the laborious part), there is an element of 'set and forget,'" notes Khoo.
But remember: While the technique might look simple on the surface, successful implementation requires a deft hand. "Think of trigger-based email as the master's degree after getting a bachelor's degree in email marketing," says Cubarrubia.
The Po!nt: Pull that trigger! But get some practice in first. "The rules of email marketing best practices must foremost be understood and used," Cubarrubia says, when sending trigger-based messages.
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