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Trigger Mail is Changing the Direct Marketing Landscape

Debora Haskel

By now, you’ve probably heard the term trigger mail.  This is a truly powerful direct marketing tactic and we’ve seen its ability to increase the success rates of customer acquisition, customer loyalty and customer engagement programs.  In fact, reports have shown 200%, 300% and 400% improvements in marketing campaign performance using event-based triggers.

To use this tactic effectively, you first need to understand what it is. Trigger mail essentially captures just-in-time data and turns it into executable campaigns before the window of opportunity with customers and prospects closes. It helps eliminate the likelihood of reaching the wrong customer or reaching the right customer at the wrong time because of its precise timing and relevance to your customer.

Need an example?  Here are ways trigger mail can be used to acquire, engage and retain customers:

Customer Acquisition
Newly married couples in your region are likely looking to purchase a new home.  If you’re a Realtor or insurance company, why not send them an offer of your services shortly after they’ve exchanged vows?

Customer Engagement
Sending a birthday card to current customers can create a personal connection.  This can be especially effective for businesses with a vested interested in the health, well being or safety of customers.

Customer Loyalty
Reward program expiration and maturity notices can be used to trigger a “good customer” offer.  If you’re a retailer with a loyalty program, are you giving your customers a reason to stay with you?

As you can see, trigger mail programs rely heavily on data management.  But data is just one component of a successful program. To effectively produce a trigger marketing program, you will need a print and mailing vendor who has the tools, technology and experience to turn programs quickly and accurately, along with a postal strategy that ensures the fastest delivery at the lowest postage cost.

link https://www.iwco.com/blog/2010/03/03/trigger-mail-is-changing-the-direct-marketing-landscape/
Debora Haskel

Author

Debora Haskel

Vice President Marketing and Corporate Communications. Graduate of Syracuse University. Member of the Forbes Communications Council. Bringing the “there’s no such thing as good enough” philosophy to IWCO Direct since 2000. Single Source Award winner while at Banta, antique auction aficionado, and New York Yankees supporter since age 4.

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