Smart businesses can use Event-Triggered Marketing in many ways - to encourage a purchase, engage repeat purchasers, nurture a prospect, drive store traffic, and support customer service. Finding the best triggers to drive your business will depend greatly on who your customer is, how you engage with them, and your diligence in testing different triggers, audiences, and messaging.
Encourage a purchase
Customers appreciate emails that are helpful and relevant. Here are a few examples of how to encourage purchasing behavior:
- Suggest items to users who browse specific items and didn't purchase. Offer an incentive or similar item (or category of items).
- Complete the Collection emails inform buyers who only purchased some items from a collection about the other items that they did not purchase.
- Educate users with content about products they browsed. This is especially useful for technical purchases such as water proofing, UV protection, or easy-clean fabric.
- Accessories are the icing on the cake! Offer highly engaged users a coupon or incentive to purchase add-ons or accessories.
- Reduce abandonment by sending users who abandon items in their shopping cart a reminder or coupon/incentive to complete the purchase. An alternate message could be to educate the user about similar items.
- Highlight a limited-time sale. Identify users that have browsed one of the sale items in a specified timeframe but did not purchase and notify them that the sale is about to end.
Engage Repeat Purchasers
Repeat purchasers are ideal for Event-Triggered Marketing since they are familiar with your brand and have established a behavioral pattern.
- Reminder to replenish consumable products, such as make-up, just before the end of the average expected life span.
- Alert for new arrivals to purchasers of similar products in the past.
- Seasonal alert for holiday or seasonal purchasers that the next season's items are available.
- Notify Bargain Hunters who purchased sale items in the last 180 days and inform them of new products that are now on sale from the same category.
Prospects
Nurture your prospects with content that familiarizes them with your brand and products.
- Welcome and introduce the company in a nurturing series. For example, send three emails over the next three weeks with content about their top three browsed brands and a fourth email highlighting sale items.
- Incent the prospect to purchase with a first purchase discount coupon.
Drive to Store
Support the retail channel by creating persistent store traffic drivers.
- Invite customers who have purchased certain items or have spent a minimum threshold to a special event or customer experience. For example, a kitchenware company can host a cooking class or wine and cheese pairing for top customers; a clothing retailer could offer a preview night of the next season's apparel.
- Reactivate customers that have not shopped in a specified period of time and invite them back with a personalized Store Manager message.
Customer Service
Find ways to surprise and delight your customers, or preempt customer service issues before they unfold.
- Preempt customer service issues by identifying and contacting customers that browse product reviews after they purchased an item.
- Identify browsers of out of stock items and inform them when the item is back in stock.
- Thank customers who shopped in store, purchased above a specific $ amount, are long-time customers, or frequent shoppers.
With a little creativity, effort to understand customer behavior, and the right tools, developing a triggered marketing program can have a huge impact on your bottom line.
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