Event-Driven Email Marketing

Event-Driven Email Marketing

By Dan Forootan, President of EZ Publishing

Event-driven marketing is an emerging email marketing campaign tactic that focuses on pulling information about customers’ lives and targeting your campaign in line with those events to make your message the most relevant it can be. If used correctly, this type of email marketing campaign can yield impressive results, since you’re essentially giving your customer exactly what they want.

These significant events in a person’s life, such as having a baby, buying a house or getting married, can change the way they receive a specific message about the real-time events they’re experiencing. Event-driven marketers sort through transactional data in order to depict these life changes and in turn, deliver the most efficient campaign and retention rates.

Email triggers are a key factor in event-driven email marketing, considering your campaign efforts can either provide the opportunity to capitalize on the customers’ immediate needs or fail with a missed opportunity. Three types of trigger campaigns include Welcome campaigns, Registration and Website visits and Reactivation campaigns.

Although event-driven marketing emails still factor in as a small percentage of your email marketing campaign efforts, they have been proven to yield better results. For example, welcome emails generate four times as much open rates compared to regular emails but triggered welcome emails generate five times more in terms of open rates.

Timing is a large factor in event-driven marketing because, which should lead to consistency in surveying customer behaviors. Aim to use automation emails to send messages at the perfect time by using a combination of direct behavior and the existing customer data in your database.

Event-driven marketing campaigns rely solely on the customers’ actions, so why not pay attention and capitalize on them? Your relationship with the consumer strengthens each time this contact occurs, so give them exactly what they want by using smart event-driven research techniques.