Marketers, we need to talk about timing. Today, customers expect personalized messages from brands tailored to their unique preferences and they want those messages to include useful and relevant information in real-time. That’s where strategically targeted triggered messages come in.
Sending these automated communications (email, SMS, push notifications, etc.) in response to specific user actions (e.g., completing a purchase, opening an app, abandoning a cart, or reaching a loyalty program milestone) is a great way to stay in contact with customers and keep them engaged with your brand. Beacon technology (low-energy Bluetooth tech) can also be used to trigger location-based messages, like app notifications prompting customers to visit a nearby store or providing personalized offers based on their location in-store.
By using triggers to send tailored, real-time messages, brands can show customers they care, increase emotional loyalty, and ultimately increase wallet share. Consider these ideas to put triggers to use:
Show you care
Customers want to feel seen, heard, and valued by brands and sending tailored, real-time communications can accomplish just that. Let your customers know they matter to your brand by sending triggered communications, including:
- Post-purchase emails that ask a customer about their purchase or experience
- Texts offering loyalty discounts after they’ve been a member for a certain amount of time
- Push notifications reminding customers of an upcoming event
The key to ensuring your triggered messages don’t come off as spammy? Segmentation capabilities that let you get granular and keep communications relevant.
Increase engagement and inspire action
It’s no secret that personalized and relevant communications (no matter the medium) are more effective at capturing consumer attention than generic marketing messages. In fact, individualized, triggered messages receive higher open and click-through rates and generate a higher ROI for brands.
From onboarding campaigns (i.e., welcome emails or notifications prompted by app downloads) to beacon-triggered app notifications (which increase the likelihood of purchasing in-store for nearly three-quarters of shoppers), triggered messages can be used at any point in the customer journey to get their attention and lead them toward a purchase.
Build emotional loyalty
Brands achieve emotional loyalty by knowing who their customers are and nurturing those relationships throughout every interaction — big or small. Through triggered communications like birthday messages and purchase follow-ups with tailored recommendations, customers will see the value in your communications. They will trust you have their best interests in mind and develop a sense of loyalty to your brand. Triggered messages that recognize customers for their actions (and inactions) are an essential component to achieving the ultimate level of loyalty.
From email to text to push, triggered messages are crucial to building and maintaining customer relationships. When brands send consumers what they want, when they want, companies not only show they care about their customers, they can increase purchases and ROI, as well as pave the way to achieving emotional loyalty. With our zero-party data collection and activation technology, Marigold Grow, brands can feel empowered to send personalized triggered messages to their customers, using data that comes straight from the source. To get started, contact us today.
