89 Degrees: Trigger Marketing Success in Seven Steps

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89 Degrees outlines seven steps marketers can take to create micro-targeted, high ROI trigger marketing programs.

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“Trigger marketing has been widely adopted, yet still makes up a relatively small portion of marketers’ contacts, which is a costly oversight considering its high profitability,”
Arthur Sweetser, chief marketing officer at 89 Degrees.

89 Degrees, a next-generation marketing solutions provider that uses advanced analytics to drive better engagement for multichannel marketers, outlines seven steps marketers can take to create micro-targeted, high ROI trigger marketing programs. The steps are based on results from 89 Degrees’ PACE survey and study of 153 marketers’ customer engagement and marketing optimization practices, and numerous client successes.

“Trigger marketing has been widely adopted, yet still makes up a relatively small portion of marketers’ contacts, which is a costly oversight considering its high profitability,” said Arthur Sweetser, chief marketing officer at 89 Degrees. “Here are seven best practices to advance customer engagement and increase ROI with trigger marketing.”

1.    Accelerate the Consumer Buying Cycle with Triggers
Triggered marketing campaigns, usually email programs, are an easy and highly effective vehicle for creating relevance and capitalizing on the many valuable touch points throughout the Consumer Buying Cycle: Awareness, Consideration, Choice, and Purchase. Simply set these triggers and you will know that your brand is communicating in response to key customer behavior.

2.    Life Triggers: Be on Time
Only 19% of marketers “often” deploy customer lifecycle and lifestage triggers, while 22% are not using them at all. Yet these triggers can play an essential role in engaging and re-engaging customers at key inflection points in their relationship with the brand. Behavioral Trigger Managers can provide the ability to identify dozens of Life trigger points, offering relevant education, assistance, and incentives to consumers. Welcome triggers can communicate appreciation for business, educate about the company, product and services, and offer incentives to drive a first purchase – while gathering data for future personalization efforts.

3.    Get an Edge with Purchase Triggers
Nearly half of the companies surveyed deployed a past-purchase trigger and chief among them is the first-purchase trigger. But that still leaves over 50% that don’t. Most trigger opportunities come from deep analytics that identify the greatest affinities between products that consumers have typically purchased, either as an add-on to their initial purchase or as a next product they are most likely to purchase. Replacement triggers analyze the timing and most likely replacement options for a certain product. Relationship builders seek to reinforce the customer’s past-purchase decision and drive engagement – for example, ratings/reviews, or a simple thank you. Done well, these triggers can supply a significant competitive edge; data shows they deliver 300% higher performance than general email promotions.

4.    Engage Customers with a Preference Center
A preference center demonstrates value and eases customers’ concerns regarding their data. It gives customers control over the data they provide, and sometimes lets them tune the use of behavioral response data. Tell customers what the information is for and how you plan to use it. Despite privacy and security concerns, they also want relevant marketing.

5.    Make the Loyalty Connection
Not only are businesses reaping significant benefits from customer loyalty programs, these programs are the most tangible example to consumers of their data being put to honest, constructive, and beneficial use. There are a vast array of loyalty program tactics, including reward points, customer service reminders, and members-only specials. The key to this sustainment is creating and strengthening the emotional connection through concurrent and right-message-at-the-right-time communication. E-mail represents a direct, timely, and highly measurable place to begin this connection building.

6.    Jump into the Clickstream
Only 3% of marketers are using clickstream triggers often, while 78% report they seldom/never use them -- despite the fact that the PACE study showed that these communications lead to higher overall ROI and that clickstream data is the best indicator of a consumer’s future behavior. One challenge is making clickstream data actionable for marketers to easily access, understand, and employ it in a campaign. Data overload is another issue: the number of options available for clickstream data can be paralyzing for marketers. In both cases, a behavior trigger manager can use predictive modeling to determine what data is most useful for each of the major trigger models. From those models, triggers can be developed to encourage engagement when the consumer has made a brief trip to the site, and drives the conversion of the initial product viewed or a relevant range of alternatives.

7.    Lose the sales pitch
Take a break from pushing products and services and use customer data to strengthen the customer relationship. Create messages that follow up on a recent product purchase or service and ask for the consumer’s feedback, or offer additional information that might help them make the most of a recent product purchase. Enrich the customer experience with your products and services.

Download 89 Degree’s “Pull the Trigger” Free White Paper
Download “It’s Time to Pull the Trigger on Behaviorally Targeted Marketing” at http://bit.ly/KlWsQr to learn how trigger programs can help drive greater marketing ROI.

About 89 Degrees
89 Degrees -- a next-generation marketing solutions provider that uses advanced analytics to drive better engagement for multichannel marketers. The full service MSP develops breakthrough marketing programs that connect leading brands with their customers across the digital, direct and social channels. Through the use of the Marketing Intelligence Cloud-based platform, a seasoned analytics team, and patent pending technologies, clients enjoy better results, faster, and at a lower cost. The client roster includes top names like IKEA, hhgregg, Hyundai, Crabtree & Evelyn, Fila, Hotelera Posadas, Genzyme, World Vision, Geox and Uno Chicago Grill, and the work wins dozens of creative awards each year. To learn more, visit us at http://www.89degrees.com or e-mail Arthur Sweetser, CMO for 89 Degrees at sweetsera(at)89degrees(dot)com

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Jim McNulty
StandPoint Public Relations
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