We’ll discuss how trigger emails have been successful in transforming the email communication into an active conversation vs a simple reflexive response. Once upon a time, marketers would respond to action (put something in a cart- hit the prospect with an abandoned shopping cart trigger) or data point (birthday? Dog, we got this- Birthday Trigger). Today, we have the opportunity to use triggers for a dialogue. We know what the individual has searched, or downloaded; and if we’ve created personas, we would be doing a disservice by not sending a personalized response with a question, suggestion or data point that may drive behavior.
Triggers allow for an ongoing conversation between marketing and prospect, until they’re moved into a purchase or over to sales (generally as a B2B play). Marketing’s role is now to facilitate an active engagement to uncover more pain and help prospects understand the differentiations and advantages of your product or service. To do this as a one off is nightmarish, but to utilize automation and smart triggers, we can isolate several conversations to allow for a much more natural conversational flow with prospects.