In order to offer a consistent and personalized customer experience across different interactions, sequences (or what we also call ‘flows’ or ‘scenarios’), based upon behavior and triggers, prove to be a cost-effective solution with high conversion rates.
The possibility to create event-triggered email sequences, from basic to extremely advanced, is at the core of Selligent Interactive Marketing, with additional opportunities to create cross-channel scenarios. Digital marketing expert Dave Chaffey defines, what he calls ‘behavioural email marketing’, as ‘producing super-relevant emails since they’re sent based on previous customer behaviour like signing up for an email, purchasing a product, doing a search or baling out of a shopping basket’.
As Dave Chaffey points out in a new blog post, this approach ‘is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost’.
To help marketers understand the value of event-triggered emails and get them started, Dr. Chaffey published a few typical examples of scenarios and provides a few schemes and models.
Advanced email marketing: from campaigns to triggers
For many businesses, event-driven email marketing is new. One of the reasons Dave sees is that maybe many companies are still in a campaign mindset. He couldn’t be more right.
When working in a customer-centric and lifecycle-based way instead of a campaign-centric one, personalizing and improving depending on behavior, preferences, triggers and more is a natural consequence. Furthermore, marketers that go a step further, know that the kinds of scenarios Dave Chaffey presents can be complemented by interactions via other channels (mobile, social, offline,…).
The fact that marketers, reports and several industry analysts start seeing the value of event-triggered and lifecycle-based dialogues is a good sign. It means that marketers are focusing more on the customer experience and journey on one hand and on continuous optimization on the other.
The examples and scenarios Dave Chaffey gives in his excellent post are relatively easy, yet often forgotten. Using our Selligent Interactive Marketing platform, marketers can take their efficiency much further using all sorts of triggers and sequences. The possibilities are almost endless.
Do you want to see for yourself? Discover how Kinepolis improves efficiency by putting the customer experience first and creating advanced and integrated scenarios. More case can be found in the resources section of our website.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.
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