The Wonderful Thing About Triggers is Triggers are Wonderful Things
1. The Wonderful Thing About
Triggers is Triggers are
Wonderful Things
Kyle Henderick
Sr. Account Manager
2. Yes Lifecycle Marketing Confidential 2
Agenda
1. Why Triggers are Wonderful Things
2. Making Your Triggers Wonderful Things
(Framework/Execution)
3. A Simple Trigger Case Study
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Sorry Pooh…Email is Here to Stay
In spite of newer
digital channels and
activities, email
remains a staple of
consumers’ daily
digital media diet
5. Your Email ‘Pot of Honey’ is Being Shared
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8. • 72% of shoppers agree personalization makes it easier to find
products they want to buy. (E-Tailing Group)
• 61% of consumers say they feel better about, and are more likely to
buy from, a company that delivers custom content. (Custom Content Council)
• 78% of consumers believe that organizations providing custom content
are interested in building good relationships. (TMG Custom Media)
• 90% of consumers find custom content useful. (TMG Custom Media)
• 60% of consumers feel more positive about a company after reading
custom content on its site. (Content+)
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Your Consumer is the ‘Only One’
9. Which is Why Triggers are Wonderful Things
1. Triggers respond to a specific action taken or data point
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relevant to your consumer
2. Triggers are timely and take advantage of the small
window of customer attention
3. Triggers require less maintenance and overhead than
promotional offers while being more relevant
4. Triggers show knowledge of consumers and an interest
in their actions
5. Triggers are great mechanisms for testing
6. Triggers enhance a positive ISP reputation
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Types of Triggers
• Order Confirmation
• Product Registration
• Shipping Notification(s)
• Welcome/Sign Up
• Product Feedback/Reviews
• Preference/Profile Update
• Product Alerts
• Abandon Cart
• Browse Abandon
• Anniversary
• Customer Service Inquiries
• Birthday
• First Time Purchaser
• New Non Purchaser
• Lapsed Purchaser
• Cross Sell
• Offer Reminders
• Reactivation
• Weather
• Sports
• Keyword Search
• Local Events
14. Execution and Framework Triggers
1. Audit existing customer data/website touch points
2. Identify quickest wins for execution/launch of data driven
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triggers
3. Review triggers on a regular basis to optimize after
collecting data
4. Create a scorecard for promotional and cross trigger
review
5. Determine a hierarchy based on trigger results
6. Implement testing roadmap for content and subject lines
7. Repeat the cycle
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Char-Broil - Welcome Series
• Research
– Subscribers are most likely to
buy within first 30 days
• Goal
– Incentivize purchase and
reward email sign up
• Solution
– 3 touch Welcome Series
18. • 49.7% open rate, compared to an average open
rate of 18% for existing ‘Offer’ program
• 18.6% click rate, over six times the average 3.05%
click rate for existing ‘Offer’ program
• 2x average revenue per email sent over in
comparison to existing ‘Offer’ program
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Results
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Char-Broil - Grill Registration
• Research
– Consumers who register
products are more likely to
purchase complementary
items from the same company
• Goal
– Incentivize product registration
to promote cross selling
• Solution
– Multi-touch product registration series
20. • 57.00% open rate, compared to an average open
rate of 18% for existing ‘Offer’ program
• 26.48% click rate, over six times the average
3.05% click rate for existing ‘Offer’ program
• 10x average revenue per email sent over in
comparison to existing ‘Offer’ program
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Results
21. Conclusion
• Triggers deliver almost 2.5X the open rate and 2X
the click rate of typical promotional campaigns
• Audit your current data today to find a new trigger
to add to your marketing program tomorrow
• Create a measurable scorecard before holiday
season to be agile come 2015
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• Enjoy the Revenue ($$$) increase
22. Have Any Questions?
Email us at marketing@yesmail.com
Visit us at www.yesmail.com
Call us at 1.877.937.6245
Just like Pooh was annoyed with Tigger at first, back in the day email marketing was at first considered nuisance. While we all know that is not the case with our phone addiction these days, numerous channels for communicating continue to emerge. A fair amount of ‘experts’ over the years keep saying ‘Email is Dead’ or dying, however it remains a staple in which consumers prefer to engage. It’s an acquired taste that has grown on us all as it has evolved
Talk to how making your customers feel like they are the ‘only one’ through personalization and relevant messaging brings them closer to the brand
Don’t wait…execute quickly and review/update after