Fresh Relevance Triggered Messaging Course

What are Triggered Messages?

Triggered Messages are marketing communications which are sent directly to a website visitor based off their unique behavior.

Check out our 2 minute overview video.

Triggered Messages can be issued off any action on your website. By default we setup the following Triggers during your onboarding:

Cart Abandonment.
Recover purchases from customers who carted products but did not go on purchase. Check out our learning path on the wider topic here: https://www.freshrelevance.com/resources/guides/cart-abandonment/
Browse Abandonment.
Helping customers who browsed but did not cart items find the right product to convert. Check out our learning path on the wider topic here: https://www.freshrelevance.com/resources/guides/browse-abandonment/
Post Purchase.
Foster loyalty by keeping the conversation going outside of transactional communications. Upsell complimentary products, remind customers when it’s time to replenish items or simply keep top of mind

Our Behavioral Targeting module unlocks additional behavioral triggers based on changes in relevant product prices or stock levels. Check out our learning path on the wider topic here https://www.freshrelevance.com/resources/guides/behavioral-targeting/

Price Drop. Foster loyalty by contacting visitors who recently browsed a product which has now dropped in price.
Back in Stock. Create a positive experience by contacting visitors who saw a product that was out of stock, which is now available
Low Stock. Increase urgency by contacting visitors who have browsed an item which is now low in stock

Not an eCommerce client?

‘Products’ differ from business to business, as does the path to purchase. If you’re not an e-commerce brand, we will have assigned different definitions to ‘browse’ ‘cart’ and ‘purchase’ flags in Fresh Relevance. For example publishers might consider cart behavior to be triggered when a website visitor scrolls to a certain amount of the page.

Generally we would define a ‘purchase’ as your conversion action, for example redirecting to an affiliate site.

What channels are available?

Through Fresh Relevance you can send Triggered messages to customers via email and SMS channels. We partner with several ESPs and SMS providers which you can leverage, or we offer an in-house solution if you’re just getting started.

Take a look at our Integrations page to see where we integrate with your existing tech stack.

How do they work?

Take a look at our 3 minute explainer video to find out how we work with your ESP to issue sends, and which system you’d need to build and optimize your campaigns.

Quick Start Video

Ready to get started? Let’s look at the basics in our 6 minute quick start video.

This video identifies the 4 steps in building basic Triggered messaging campaigns, walking you through building out a basic campaign, testing, deployment and reporting.

Then check out our follow-up content further down on how to make your campaigns best in class!

Best Practices

Every business is different, so Fresh Relevance provides tonnes of customization options to make your campaigns best in class.

Here’s some guidance to help you find what works for your business.

Wait Time
Your wait time before the first abandonment email is sent can be as short as 15 minutes, or a delay as long as you would like. The trick is to catch your customer as quickly as possible after they disengage, to avoid the buildup of friction to conversion.
The wait time starts on the user’s last page action, so think about how long you’d expect a customer to linger on a page before continuing. Perhaps your website analytics can help guide you here?
For example a lower cost fashion retailer might benefit from a short wait time to catch visitors in the moment. Conversely, a travel brand where customers are likely to research before booking, may benefit from a longer wait due to the higher level of consideration.
How many stages?
Generally more messages means more conversions, but over contacting your base can lead to list attrition. Our recommendation here for a single channel strategy is to start with 2 or 3 stages – but following the golden rule: Ensure each piece of contact is meaningful and provides additional value. As such, the best campaigns send different templates and content on each stage
Increase urgency by highlighting low stock items
Showing that a product might not be available if the purchaser delays is a key driver in getting prompt conversions
Instill confidence with Social Proof
Showing product or company ratings and reviews instills confidence that they can confidently convert. Showing popularity messaging such as how many people have recently bought those items also draws on the wisdom of the crowd
Recommend additional products
Adding additional Product Recommendations to your Triggered emails is ideal for increasing product exposure to help customers find the right product for them or suggesting complimentary upsells. We have a range of suggested tactics for your Triggered Emails here: https://www.freshrelevance.com/tactic/triggered-email-recommendation-touchpoints/
Refine Targeting
With several campaigns being sent to your customers across these signals, other automated campaigns and newsletters, you might want to refine your targeting to ensure you’re sending the most valuable emails to each customer. Using Marketing Rules you could consider some of the following targeting criteria:
– Only sending to customers who have visited the site multiple times in the last week
– Only sending for baskets over a minimum value
– Excluding customers who have already received a campaign in the last 2 weeks