:: Three Tips for Trigger-based Programs
Timing and relevancy are the foundation on which successful Multichannel programs are built. They allow us to look at our customers behavior and preferences to determine what would interest them the most so our messages can address they’re particular concerns and/or needs. By aligning the content and timing of messages with customer needs and buying decisions, you’re increasing the relevance, response, and, ultimately, revenue from your direct marketing programs.

On Boarding is just one example of a triggered-based program. The concept of On Boarding, or “Welcome” Programs, have been around for a while, but marketers have attempted these complex programs with flailing results. What is being missed that will take this concept that looks great on paper to an execution that will increase results 3x-10x?

Where marketers get stuck is the pure complexity of streamlining the data. Where do you get the information that is so vital to your program? How do you ensure it’s being leveraged at just the right time in the customer relationship so it’s effective? Marrying all that data can create hundreds if not thousands of combinations – how can you mail and print that number of personalized campaigns cost effectively?

These three tips of the trade are essential and should not be overlooked when creating and executing your triggered based programs:

It’s all about information: The more accurately you capture information about your customer, both demographic and by their buying and response behavior, the better you’ll be able to address their individual needs, including how, when and where they want to be contacted. To more accurately capture customer preferences, many companies are adopting Web customer preference centers to allow customers to specify their product areas of interest and their preferred channels for contact -- even their preferred frequency of contact. Organizations are finding that customers who take the time to input and update their preferences have an enhanced sense of customer satisfaction and loyalty.

Multiple Channels, More possibilities: Knowing who your customer is and what they want is half the battle in a successful triggered based program. As part of your strategy, decide what role each channel, or vehicle (direct mail, email, call center, etc.) will play in your communication based on your vertical, service and product, and ensure you have a lead management overflow process in place. Doing so enables you to effectively leverage the channels from both a cost as well as a communication perspective. Once your strategy is in place, you will have created choreographed streams of communications relevant to your customers, using as many channels available to reach them at the appropriate time.

On-demand all the way: Assisted by new, on-demand technologies that enable triggered and highly versioned communications, companies can effectively deliver a different communication to each different customer. What’s more, the communications can be delivered over a variety of channels based on customer preference and time-sensitivity allowing you to mail thousands, or just a few at the appropriate time, cost effectively. These programs tell the customer “hey, we know you and here’s how we can help you specifically.”

For any marketing program, relevancy is the key to driving customer interest and behavior. Creating triggered based programs that are activated by specific customer events and actions increase the relevancy to that individual, inevitably increasing your program results.

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