We talked about event-triggered marketing last week, and how it's timing your marketing messages to match a chosen event or set of events – triggers – to meet the needs of your customers.
Why should you use event-triggered marketing?
- Open rates for trigger based emails are as high as 49%
- Average click-through rates for trigger based emails are more than double the rate of mass email click-through rates
Again, the secret to good event-triggered marketing is relevancy. The most productive message is one that is based on what’s going on in your customer's life right then.
For example, a coupon for a bouquet of flowers or a box of chocolates is far more tempting if your customer's wife's birthday is tomorrow, or if Valentine's Day or Mother's Day is next week. Your customer wants to acknowledge those holidays, and your message is just in time to make him/her choose your company.
It hasn't changed - timing really is everything.