SIA Recap: Set It & Forget It – Triggered Campaigns

August 31, 2009
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Think of it as auto-pilot for your eMarketing program, Triggered Campaigns play a valuable role in your overall messaging strategy. Their most attractive feature is the ease of use; you can literally set them up and forget about them… although we encourage a periodic evaluation!

During our call on Friday, we discussed how to move past the base-level campaigns. For instance, enhancing a single welcome campaign to become a series of messages – your opportunity to educate the newly added on your brand, your email program and move them toward that next classification… a buyer. Possible items to add to your initial welcome message are:
1) a simple survey, use this opportunity to gauge their interest, establish a wish list or just solicit their first impressions
2) a recycled campaign, a recent one that has been extremely successful for you – refresh it, tell them it’s your best offer and send it to your new subscribers
3) a great first time buyer offer – if you haven’t converted them yet give them a top, open to no-one else offer to try and move them to buyer status… if they don’t buy, send a follow up/ reminder. After this, put them into the regular mix for your planned campaigns.

Another


Think of it as auto-pilot for your eMarketing program, Triggered Campaigns play a valuable role in your overall messaging strategy. Their most attractive feature is the ease of use; you can literally set them up and forget about them… although we encourage a periodic evaluation!

During our call on Friday, we discussed how to move past the base-level campaigns. For instance, enhancing a single welcome campaign to become a series of messages – your opportunity to educate the newly added on your brand, your email program and move them toward that next classification… a buyer. Possible items to add to your initial welcome message are:
1) a simple survey, use this opportunity to gauge their interest, establish a wish list or just solicit their first impressions
2) a recycled campaign, a recent one that has been extremely successful for you – refresh it, tell them it’s your best offer and send it to your new subscribers
3) a great first time buyer offer – if you haven’t converted them yet give them a top, open to no-one else offer to try and move them to buyer status… if they don’t buy, send a follow up/ reminder. After this, put them into the regular mix for your planned campaigns.

Another portion of the call to highlight centered on reactivation and bonding, unfortunately we can lose touch with our recipients. So we have to monitor when someone regresses along the interaction continuum… they no longer open, they no longer click, they no longer buy. Bring them back into the fold by testing your content – what motivates them to open, click or buy? Constantly test and alter your to find your answer and keep them active then look to implement into a reoccurring/ bonding stream for others who may slip off your reports in the future.

For more on the topic, listen to our podcast from Friday; and mark your calendar for our next Service In Action call, September 25, focusing on Email Elements.

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