Trigger: a trigger used by copywriters and marketers

Digital marketing experts are convinced that to make the most of every opportunity on the way to achieving your goals, you need to know new working tools. That's why we're going to talk about an effective strategy - trigger marketing.

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Trigger marketing is a popular, rapidly developing area in marketing, the main idea of ​​which is the identification and application of triggers that influence the behavior of a potential client.

Trigger marketing studies the incentives and reasons, internal and external factors that encourage a customer to visit awebsitecompanies, make a purchase or, conversely, refuse it. 

One of the main tools of trigger marketing is trigger emails. This method should not be confused with mass mailing or spam. This tool is used to send personalized information that is presented to the right user at the right time. Let's take a closer look at what trigger marketing is and when it is used.

What is trigger marketing?

The trigger marketing method consists in sending messages or notifications at a certain moment in response to an event. Different user actions cause different messages to be sent. Their goal is to maximize customization and, more importantly, reach the customer at the perfect moment. This is necessary in order to create a sense of presence and increase the likelihood of conversion (the number of site visitors who have performed any targeted actions on it - purchasing a product, going to a specific page on the site, etc.).

In trigger marketing, everything is driven by events. An event can be a user action (downloading an e-book, spending more than 2 minutes on a certain section of a website, installing an app, etc.) or a specific date (Mother’s Day, Christmas…). Each of these events triggers a unique response for different users: for example, at Christmas it is appropriate to send an email about toys to users who have small children.

One of the most important aspects of working with trigger marketing is process automation, which allows you to maximize the result with minimal time spent by the team. For these purposes, CRM programs are used, which perform the complex and painstaking part of the work, thanks to which the team can devote its time and energy to improving strategies, finding a creative approach, measuring and optimizing results.

Benefits of Triggered Emails

• Trigger Marketing makes the customer feel special. We are all tired of mass online advertising, so personalized messages are better remembered and make a greater impression. Sending emails that adapt to the needs of the user in each specific case increases the likelihood that he will use the company's service.
• Even if the user doesn’t take the targeted action, an email trigger increases brand awareness. A company that treats potential customers well and shows care leaves a positive impression of itself and the customer is more likely to remember it when they’re ready to buy.
• Triggered emailing produces great results. It maximizes conversion opportunities at all stages of the funnel.

It is worth noting that triggered marketing can be done not only by email. Trigger-based mobile marketing is also a great way to draw attention to a company and remind a customer about yourself.

Trigger marketing: practical examples

Here are a few examples of the use of trigger marketing:

• Personalized messages for special occasions. Congratulating customers on their birthdays or other events that your company has on file. You can remind yourself at the beginning of the holiday season, especially if your brand is related to leisure. Use a bright headline that attracts attention.
• Abandoned shopping carts– a great opportunity for email retargeting. Think about what might motivate a customer to complete a purchase and remind them of the product that caught their attention.
• Direct or digital events – Another great opportunity to create trigger email campaigns. For example, if your brand is launching a webinar, send a few reminders to those who have registered and offer them the option to download a recording of the event or a PDF summary later.