Event-triggered marketing is timing your marketing messages to match a chosen event or set of events –triggers – to meet the needs of your customers.
Those triggers offer a marketing and/or sales opportunity based on something that is happening in a customer's life.
What types of events can be triggers?
- life events - birthdays, marriages, relocations, new jobs, etc.
- new behaviors - opens a new bank account, purchases life insurance, etc.
- new product releases
The secret to good event-triggered marketing is relevancy. Sending a marketing campaign about competitive college loans to a couple with no children is really just spam.
To be relevant, you must examine customer behavior and preferences and choose the messages that best meet their concerns and/or needs – when they need to be met. Even if your messages are perfect, they won’t be effective if they aren’t aligned with the time a customer needs to make a purchasing decision.
It boils down to sending the right message at the right time because timing really is everything.