Uses for Triggered Messages
Individual businesses, like Allstate, have unique events that tie to their specific industry and type of business, such as claims filing. For an etailer this might equate with a product return. For a B2B company lead generation and nurturing leads through the marketing and sales cycle may be top of mind.
Whatever the case, event triggered messaging provides total flexibility to decide what messages you will send in response to a subscriber initiated event or action, and to which subscribers or customers you will send that particular message or string of messages in an automated conversation.
At its simplest, ETM technology allows you to set and automatically schedule a follow-up action based on an action or inaction by a recipient or customer. For example a message may be triggered by someone making a purchase on your web site or by someone clicking on a specific link. In this case an external event triggers an automated response.
Alternately an event could be triggered by an initial email message from you - sent out to your list or a segment of your list. As an example, you may decide to target all those people on your list who downloaded a specific whitepaper, setting up a conversation thread that automatically feeds out other published whitepapers and webinars on the same topic, as long as the subscriber continues to read or download the documents. If the recipient stops reading the information, they can be automatically terminated from the conversation so they don't receive those emails any longer.
ETM systems are extremely flexible. Messages can be programmed to launch when a visitor fills out or abandons a form on your site, or after a visitor views a particular Web page a specific number of times (use ETM to see if they didn't find what they were looking for? Do they need more information to make a decision? Will a 10 percent discount code convert them from a browser to a buyer?), or when a visitor abandons a shopping cart (use ETM to find out why they bailed. Was the cost of shipping too high? Will delivery take too long? What will it take to get them to complete a purchase?).
The only limitation with ETM is your imagination as to what messages can be sent and at which point.
Marketers can respond easily to customer's profiled characteristics, provide information, make offers, and drive them in whatever direction they choose (say, a specific page on a web site, or to a local bricks and mortar location).
A number of ETM systems also allow you to set up notification emails to sales and marketing for example, letting them know as each contact or subscriber passes through different points of a triggered conversation. Knowing in real time whether a prospect or customer is interested, or not, is valuable knowledge and can be the starting point for an in-person or over the phone conversation.
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