We’re all using multiple channels to communicate with our customers these days, but are we getting the best possible result from our campaigns?
Let’s take data driven, multichannel marketing a step further by introducing triggers and rules to launch each new event, occurrence or channel within the campaign.
Say you wanted to create a retention campaign for annual membership renewal. Your first contact to existing customers might be an email 30 days out from the customer’s renewal date. Triggers on the email might look like this:
If email bounces immediately produce a hard copy renewal notice and mail;
If email is unopened after 10 days immediately produce a hard copy renewal notice and mail;
If email is opened, but not actioned after 15 days send a reminder email;
Each of these actions, or in this case non-actions, triggers a different event in the campaign, often via a different channel.
take your multichannel to the next level
WHY USE TRIGGER BASED CAMPAIGNS?
Triggers help find the right medium, time and message for every customer, yet it’s often the combination of various channels, highly personalised messages and multiple touch points that breed success.
In a trigger based, multichannel campaign executed for a local insurance company, not only did they reduce costs by a whopping 60%, but renewal rates doubled.
Read the case study here.
HOW DO I CREATE A CAMPAIGN?
This is easier than you think.
Printcraft has its own, planning tool called PIVOT circle.
A drop and drag platform, PIVOT circle builds a visual workflow of each touch point, including any associated triggers and rules. For a basic campaign, you might end up with something like this:
The more triggers you add, the more targeted and ultimately successful your campaign is likely to be. If you’re familiar with the marketing 101, ‘right message, right time, right medium’ slogan, you’ll appreciate that trigger based campaigns bring you closer to achieving this utopia.