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Email marketers use triggers to take the "next step" with a customer or prospect who responds to a mailing. Triggers can significantly boost campaign conversion rates.
Most marketers today use single triggers in their campaigns, e.g., a second email goes out automatically after a response to the original email is received. And we support single triggers in both our self-service and full service offerings.
However, we believe the real power of triggers lies in combining them. Triggers in combination let you move from a simple, pre-planned response to a real dialog with interested members of your audience.
For example, suppose you send a triggered message to a respondent. What happens if she is interested but isn't ready to convert at that moment? If she doesn't hear from you until your next scheduled email, her interest may wane and you may lose the conversion opportunity.
Instead, you can use a series of triggered messages to build her interest on the spot. Think of it as a relevant, real-time dialog with her by email. Each message you send is personalized to meet her evolving needs for information and the messages are sequenced to move her forward in the conversion process.
And if the triggered emails don't prompt a conversion, you still don't lose her. You can use a final triggered email to "close the loop" on the opportunity, e.g., seamlessly pass it to sales for follow up.
Our triggered campaign service gives you the opportunity for a real-time dialog with your audience members. We work with you to map out the triggers and the emails. (By the way, triggers don't have to mean emails; instead, you can use them to trigger virtually any type of marketing response, e.g., a direct mail piece, a telemarketing call, etc.) When your campaign runs, the triggered campaign runs automatically.
The skilled use of triggers is an important technique in building audience interest and increasing the overall response to your mailings. We recommend them to all email marketers.
For questions about Triggered Messaging, please contact a Boomerang sales representative at 1-800-779-7792 or sales@boomerang.com.
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