It’s one of those little things you cross off your to do list – the welcome campaign, the haven’t heard from you campaign, the thanks for buying campaign etc. are all automated triggers that you set and then forget because they’re in place and work fine.
These triggers are excellent items to have but you should never forget that they are there – first be sure to capture analytical data from these, your standard barrage of metrics are just as important as any promotional campaign, if not more meaningful. Just because you’ve seen it a hundred times… your intended recipient hasn’t.
Second, make sure you examine the automated triggers periodically; something may have changed in your overall brand, design strategy or maybe there are things need to change like an alternate landing page etc. At a minimum, you should examine these triggers annually, compare them to the past few months of regular campaigns and see how they stack up. The months of July and August are prime for this evaluation as they are typically slower months for new lead collection.
Finally, evaluate and audit. Are your triggers still applicable, obviously the welcome campaign should go out after a new sign-up but maybe the timing needs to be adjusted on others. In today’s economy the haven’t heard from you campaign should be evaluated, maybe adjusted based on your customer’s lifecycle. Use the evaluation time to audit that the triggers are accurate and working so that there’s nothing to slow the process.
