Trigger marketing is a branch of automated marketing. It follows the customer experience from A to Z, with messages designed to attract, convert and retain customers. It has many benefits, as it encourages purchases and amplifies brand notoriety. What are its advantages? How to set up a trigger marketing strategy? This article aims to clarify any grey area around this theme, which is essential to online retailers.
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Summary
- What is trigger marketing?
- Trigger marketing: its 3 advantages
- 4 steps to successful trigger marketing
30 seconds to understand trigger marketing
- Chatbots, emails, SMS: when applied to this process, these channels can yield up to +67% in sales.
- Its principle is clear: show the user that you are ready to give them all the attention they need.
- It transforms the customer experience’s steps into conversion and loyalty opportunities.
- Customers appreciate trigger marketing maneuvers as long as they are personalized, beneficial, and discreet.
- Its tactics promote positive messages about your brand.
A trigger is the automated delivery of messages sent according to the customer’s behavior. Depending on the progress of the customer experience, brands contact their users to simplify customer conversion. Like automated messages, trigger marketing is part of marketing automation. However, their objectives are different on many points. Indeed, triggers know how to be more personal and, therefore, more impactful.
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Moreover, this method is equally applicable to external and internal activities. It manifests itself through many online communication channels. Indeed, trigger marketing has many strings to its bow, all mentioned in this article. Among these, the most common are the following:
- SMS
- Instant chat
- And so on.
This approach proves formidable for any marketing strategy requiring extremely precise targeting.
Its advantages are not only numerous but also measurable. In addition, trigger marketing optimizes your customer relationship management (CRM). It also boosts your impact by boosting customer conversion rates and improving brand notoriety.
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Here are 3 of the most obvious advantages of trigger marketing.
The speed of trigger marketing is valuable
Automating your mailings and emails is a considerable time saver. In this sense, trigger marketing is a great ally in customer relations. Its ability to react quickly to customer behavior is its main benefit. You can redistribute the time you save to other segments of your business!
As such, this marketing practice knows how to intervene at the right time, place, and in the right way. For example, chatbots are known to be particularly efficient conversion tools! Here are some statistics to support this point (source: DigitalSignageToday.com):
- Commitment rate: increases of up to 90% for the structures using it
- Sales: systematic increases, up to +67% of sales
- General opinion: 57% of companies think that chatbots cause a good return on investment
Ideal for converting and retaining customers
Contacting your customers by following a trigger marketing strategy stimulates customer conversion. This valuable practice significantly reduces the risk of losing leads. As a result, you increase your sales, making your marketing efforts more relevant and personalized.
In addition, triggers help re-engage your current customers:
- Trust: customers feel more in tune with your brand
- Better customer experience: it is simplified by the different trigger marketing operations
- Optimized satisfaction and loyalty: your customers are aware of the marketing efforts undertaken to satisfy their needs better
Personalized communications are more memorable and bring the brand closer to the customer. This notion is of paramount importance. Indeed, we know that positive brand memories reinforce the customer’s familiarity with the brand. Therefore, this positively impacts their attitudes and brand preferences (Mantonakis et al., 2008).
The notoriety of the brand is increased
Satisfied customers will buy more and more often. In addition to direct sales, brand notoriety and word-of-mouth are essential elements of any trigger marketing strategy. So, the logical next step after triggers is to cultivate advocacy marketing around your brand. This way, you make sure that your customers pass on their good customer experience to their friends and family.
The good habit is to consider all your prospects as convinced customers. Indeed, a non-converted visitor will have an excellent perception of your company as soon as he feels treated correctly. Therefore, he will be more inclined to return to you once he wants to make a purchase.
Once the benefits of triggers are well understood, it’s time for the strategic aspect. How to set up a good trigger marketing strategy? Which targets should be targeted and when? You can find all the answers below. Here are 6 strategic tips regarding this marketing approach:
Welcome the prospect
The basic trigger is the welcome message. This automated message is perfect for a new registration on your website. Very simple to design, it is nevertheless essential to increase the conversion rate.
Start this new relationship between you and the new user well: they need to feel welcome. A good application of the principles of relationship marketing, a polite and benevolent tone, and that’s it!
Simplify the customer experience
Powerful triggers are designed to be integrated into the conversion path of your customers. To do this, it’s easy: you need to personalize your messages at each conversion stage.
If you have a high-converting page, focus your trigger marketing efforts there! For example, focus on the welcome emails for people who have yet to take any action on your website. You can tell them how to create an account, compare products, get discounts, and so on.
Stay in touch
Online customers are anxious: reassure them as soon as possible! The first discussion is essential. It determines the basis of the relationship with your prospects. However, the post-purchase stage is at least as important.
That’s why you need to use every possible trick to maintain contact, even after the purchase. Here are a few examples of trigger marketing operations in this sense:
- Solicit Google reviews: product/service quality, customer experience, recommendations, and so on.
- Schedule surveys: “What elements can we improve to provide better service?” Don’t forget to include a coupon to accompany the survey participants.
- Order delivery: communicate with the customer, give them a reasonable delivery date, make sure the package is received, and so on.
Reward loyalty
Generally, acquiring a new customer is far less profitable than keeping one. Although this principle varies depending on the type of offer, it is still true.
To retain your customers, don’t hesitate to send them vouchers or wish them a happy birthday. In this sense, you should also inform them about future promotions available on your platform.
However, be careful to remain flexible! The customer must be able to redeem his voucher or receive his prize without constraint.
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