468% An extra click-through rate and 525% more conversions — interested? These excellent statistics come from trigger marketing. It’s a strategy that automatically launches a marketing action (emails or notifications) in response to an event or a visitor’s behavior.
The trigger can take many forms depending on your activity and objectives. So, which triggers should you use in your trigger marketing? Here are 8 events that drive conversion!
1. The first action
Trigger marketing can be activated at any stage of your conversion funnel. As soon as a visitor arrives on your website, they’re a potential customer.
What matters is recognizing when they’re spending time with your content. At that moment, it’s appropriate to trigger an event using a pop-up.
For example:
- When a visitor spends two minutes or more on a blog post, it’s time to keep their interest by recommending related content.
- If they linger on case studies, offer them a phone appointment or a product/service demonstration.
- If they stay a long time on the “Pricing” section, trigger a pop-up with a trial or discount offer.
2. Repeated engagement
Downloading a white paper, subscribing to the newsletter, visiting your latest blog posts… A prospect who accumulates these actions is close to converting.
But apparently, something’s missing. What is it?
Usually, it’s a real trigger element like a case study, a live demonstration or a trial offer.
Depending on the nature of your offer and the needs of your prospects, craft an email that will turn the prospect into a customer.
3. Inactivity
Conversely to repeated engagement, inactivity is also a trigger to include in your trigger marketing. Some prospects go inactive overnight. They stop opening your emails, stop visiting your website, and stop consuming your content.
You should try to re-engage them with a follow-up campaign.
For example:
- If a subscriber to your newsletter hasn’t interacted with your brand for 6 months, send them an email to check in, or a survey to learn their preferences.
- If it's a cart abandonment, analyze their history and come back with special discounts on the most recently viewed or added products.
- And if the customer stopped during the trial period, re-engage them with a special offer. This could be an extension of the trial, a discount, or personalized support provided.
4. An end of contract
Any customer nearing the end of a subscription or contract should be contacted. It’s the key to retaining them and sustaining your business.
With trigger marketing, you can automate this reminder and prevent losing your customers.
5. Restocks
For e-commerce, product returns to stock are an excellent opportunity to launch a trigger marketing campaign.
To do this, track your visitors’ behavior using cookies or pixels to identify products that were viewed but unavailable.
As soon as the product is back in stock, launch a retargeting campaign to encourage those users to return to your online store.
Of course, you can also offer visitors who view out-of-stock products the option to leave their email address. That way, when the item is back in stock, they’ll receive a message in their inbox. This well-known technique is also part of trigger marketing!
6. Updating personal information
When a buyer updates their personal information in their account, it’s an opportunity toautomate emails and generate immediate conversions.
Send congratulatory messages with tailored content and offers. For example, if a customer indicates they now have a child, show them products for parents or how your service can help them be more productive so they can spend more time with their baby!
7. Weather conditions
Weather is one of the most underused triggers in trigger marketing. Yet it’s an effective way to start conversations with your audience via email.
You can set up emails for rainy days to invite your subscribers to take shelter (and save money!) in your stores.
You can also include real-time forecasts in a message as holidays or an event organized by your company approach.
8. An anniversary date
Who has never received apromotional email on their birthday ? Every year, brands take advantage of this celebration to offer gifts, discounts, or exclusive sales. It’s surely one of the most used trigger marketing triggers.
You can also send a message on the anniversary of the first purchase or of subscribing to the service. This helps build loyalty by showing that you keep your loyal customers in mind.
Conclusion
Trigger marketing is the key to getting closer to your customers and boosting your conversions. To make it effective, take the time to analyze all possible triggers so you can capture prospects’ attention at the best moment!
But first, you’ll need to set up an effective automation tool. To help you with this transition and configure your first campaigns, turn to a freelance web marketing consultant.
Get quotes quickly and for free on Codeur.com.
