Custom Response Trigger
Improve Cross-Selling To Customers With Event Triggered Marketing
Although many marketers have experimented with event-triggered marketing, they tend to stick to more simple applications, such as one-off email initiatives. For example, a customer who experiences a technical glitch or abandons an online shopping cart may receive an automatically pushed message.
Large databases and good timing are no longer sufficient to gain new customers and/or effectively market to existing ones. Traditional marketing practices are now dated, as there are significantly more channels for building two-way customer relationships, from phone to print to web to email. Thus, dated one-dimensional practices must evolve, just as the technology has.
Current event-triggered campaigns require two things: a way to track and capture previous customer interactions across all points of contact, and a way to use that information to personalize messages. Using collected customer data to effectively trigger personalized marketing messages, offers, and initiatives is a key component of a successful event-triggered campaign.
Research from Gartner suggests that an event-triggered campaign can save up to 80 percent of a marketer’s direct mail budget. This is accomplished by delivering targeted on-demand services, such as signing up a customer for a new rewards club, rather than mass printing and mailing a brochure. So, while there may be upfront costs in changing existing processes and technologies, the long term payout will be worth the effort. And that’s just the beginning.
Once cross-channel event-triggered marketing has been established as a strategy, marketers can set goals in terms which apply to the organization as a whole: new customers and increased revenue from current customers due to better conversion rates for up-sells and cross-sells. Once a full complement of measurable strategies have been put in place, marketers can arrive at the next budgeting meeting in a greater position of strength, and more easily gain approval for the necessary processes and technology upgrades required to make event-triggered campaigns an integral part of long-term marketing strategy.
To begin, marketers must set clear goals for event-triggered campaigns targeting both new customers and existing customers. It is of course possible to focus on only one of these groups, and this approach may be the best way to test and evaluate campaigns on a smaller scale. Start by setting easily manageable benchmarks and metrics that can be tracked throughout the campaign.
Now, take a look at your existing technologies and processes. Are you able to properly leverage the data you collect about your customers across all channels? Does your technology allow you to properly flag something and make appropriate adjustments if it’s not corresponding with your current metrics?
Gartner has found that event-triggered messages have a response rate that is five times higher than that of non-targeted push messages. These results are attainable for campaigns than pull information from a single database that has automatically tracked customer data from all points of customer contact, from brick and mortar stores to websites to customer support calls and more. If these communications between the customer and company aren’t used, it’s much more difficult to measure the effect of cross-selling or up-selling customers. By using event-triggered methods based on previous customer actions and trends, marketers gain a full set of tools to initiate new contacts, and bring old ones back for more.
About the Author
Kristin Hambelton is the Director of Marketing at Neolane. Neolane provides the only enterprise marketing automation software specifically designed to manage, automate and optimize programs across traditional and emerging channels including direct mail, email and mobile.
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