Scaling Personalization for Behavior-Based Trigger ... Assets... · Changes in your catalog of products or content, e.g. new arrivals in relevant categories, price drops on items

Behavior-Based Trigger Marketing

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Make the shift to real-time, up-to-the-moment marketing in your emails and mobile push notifications.

ebook

Scaling Personalization for Behavior-Based Trigger Marketing

https://getblueshift.com/contact?utm_source=whitepaper&utm_medium=whitepaper&utm_content=footer_link&utm_campaign=wpbehavior_triggers


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Table of Contents

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On-boarding

Outdated Messages

Re-marketing

Customer message overload

Milestones

Lack of historical understanding

Lifecycle

Catalog Updates

“Ugly” personalization

Recommendations

The Value of Triggers 2

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Who uses triggers?

6 Types of Triggered Messages

Key Challenges of Scaling Personalized Triggers

Trigger Pro Tips

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http://getblusehift.com/?utm_source=whitepaper&utm_medium=whitepaper&utm_content=footer_link&utm_campaign=wpbehavior_triggers

Trigger based email marketing campaigns can generate 4x more revenue and 18x greater profits.”

“

18xGreater Profits


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Contact us: [email protected]


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The Value of Triggers

It’s about Mobile AND Email!

Triggered messages, i.e. marketing communications that

are personalized based on a user’s engagement with your

website or mobile app, are one of the most effective ways

to interact with customers in a highly personalized manner.

Triggers are automated messages delivered via email,

mobile push notifications or other marketing channels. The

timing and content of the communication is personalized

based on each user’s engagement with different parts of

your website or app, instead of being a “batch and blast”

communication at a time decided by a marketer.

According to Forrester Research, “Trigger based email

marketing campaigns can generate 4x more revenue and

18x greater profits”. Gartner’s Adam Sarner says this about

triggers: “Marketers that do this right (less than 20% of

marketing organizations today) will see their marketing

messages receive, at minimum, five times the response rate

of non-targeted push messages.”

THINK

CROSS-CHANNEL

WHEN YOU

BUILD OUT

YOUR TRIGGER

CAMPAIGNS



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Looking at the Numbers

We have seen these numbers in the campaigns that

Blueshift’s customers are running on emails & mobile.

Here is a quick comparison of the response rates:

5XHIGHER CONVERSIONS

Sample size is over one billion triggered messages across dozens of clients who use Blueshift’s platform.

Triggered emails drove over 3x Conversions as blasted

emails, while Triggered push notifications drove almost 5x

more conversions than scheduled or blasted activity.






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Who uses triggers?Simply, every marketer using email or mobile push

notifications must use triggers.

Yet, according to E-Consultancy, less than 20% of

marketers use behavioral triggers in email marketing.

The number of marketers who are able to scale

their marketing programs to include multiple triggers

across various marketing channels is even less.

In this E-book, we will learn more about triggers, the

challenges in scaling them, and the best practices for

driving greater engagement, conversions, and overall

retention.

Retail & E-commerceCompanies like Amazon use triggers to remind users of abandoned items related to recent browsing behavior, and to promote items related to recent or past purchases.

Subscription ServicesCompanies like Intuit’s Quickbooks use triggers to on-board users through several product features, ultimately driving the user to become a paid subscriber.

Digital TravelCompanies like Expedia use triggers to alert users about fares related to recent searches.

20%OF MARKETERSUSE BEHAVIORTRIGGERS

ONLY



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20%OF MARKETERSUSE BEHAVIORTRIGGERS

6 Types of Triggered Messages


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On-boardingTriggered messages are a great way to onboard

users to your product, and educate them about

key features. To make the experience even better,

base your continued on-boarding campaigns on

behavioral triggers, not just a time-based cadence

of messages. Keep asking, “How can we serve our

users better?”

Key Success Factor:

Dynamic content blocks are often the key to

success in more complex onboarding flows.

Different users might have completed some

parts of onboarding, but not others; using

dynamic elements & blocks in your emails & push

notifications, you can send each user the most

relevant content.

Which Campaignsto run:

Welcome Series

Promotions




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Examples:

Here is an example of

how a couple of Blueshift

customers educate their

users about features and

tips on email & mobile:

Notice that the mobile

push notifications use rich

graphic elements to really

get the customer to take

notice.





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Re-MarketingAbandoned browse, cart, search. Only a small

fraction (2-5%) of website and app sessions

result in a purchase. You can engage the

remaining majority of users by recommending

items related to the products, brands or

categories that the users browsed, searched or

added to their carts.

Key Success Factor:

The key to getting re-marketing right is to

connect every piece of user behavior in real-

time with a deep knowledge of the catalog of

content (e.g. the catalog of jobs in the case

of TheMuse, or the catalog of products in the

case of UrbanLadder). The in-ability to connect

this information in real-time can often block

marketers from being able to send relevant

re-marketing messages, or worse still, send

out messages that have outdated content

(e.g. sending an abandonment email after the

customer has already purchased the item).

Which Campaigns you should run:

Abandoned Cart

Abandoned Category

Abandoned Search

Abandoned Product

Abandoned Wishlist

Abandoned Browse

Favorites/Likes




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Examples:

Here is an example of

how Blueshift customer

Urban Ladder is sending

Abandoned cart

messages on email &

mobile:

Re-marketing emails are

not just for e-commerce

companies. For instance,

here is an abandoned

browse email from

TheMuse, promoting

content around Jobs that

the user browsed:





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MilestonesMilestones around a customer’s birthday,

or an “anniversary” since they signed up

on your mailing list, can be very effective in

driving engagement. Life stages like home

buying, marriage, child-birth and more are also

effective milestones to market to.

Key Success Factor:

An up-to-date record of information about

important dates, and being able to trigger

messages off that is very important for

Milestone triggers. This data can be input by

the customer themselves (like birthdays, etc) or

can be identified via the customer’s behavior

on-site, in-app, or your other marketing

channels (like loyalty levels, sign-up dates, etc)


Birthday

Sign-up Anniversary

Life Stages




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Examples:

Here is a birthday

email sent by Blueshift

customer Vouchercloud:

Notice the continuity

of the user experience

across the marketing

channels to create

a consitent user

experience.





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Catalog UpdatesChanges in your catalog of products or

content, e.g. new arrivals in relevant categories,

price drops on items that the user engaged

with, or back-in-stock notifications, are very

important to keep customers engaged with the

website and app.

These triggers are especially good for mobile

push notifications, since they are “newsworthy”.

Key Success Factor:

Making sure your systems of record and

systems of action are both real-time so that

any change to the product catalog will notify

every user whose behavior has an affinity for

the affected items gets notified. By monitoring

your customer’s behaviors in real-time, these

updates will be sent immediately based on the

latest information contained within each user

graph.


New Merchandise

Price Changes

Back in Stock

Low Stock

Seasonal Changes




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Examples:

Here is an example from

a Blueshift Customer

using catalog change

notifications across email

and mobile push:





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LifecycleSavvy marketers also trigger emails &

notifications to activate & win-back customers

at different stages in the customer lifecycle.

You can set up triggers to activate, re-activate

or win-back customers as well as to recognize

them for reaching a “VIP” status.

Key Success Factor:

Often with lifecycle messages, a consumer

can experience message overload from

disconnected departments using systems that

don’t talk with one another. Having all your

systems linked so you can put frequency caps

on messaging is vital.

In addition, carefully monitoring each

customer’s recency and frequency of visits

coupled with purchase history will allow

for “at-risk” re-engagement campaigns to

automatically be triggered before it is too late.


Purchase Confirmation

Customer Survey

Product Review

Replenishment

At-Risk/Churn

VIP Status




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Example:

Here is an example of a

winback push notification:





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RecommendationsAfter customers have completed their

first purchase or engagement, marketers

can continue re-engaging them using

recommendations related to their recent

purchases, or items related to the user’s

category affinities.

Key Success Factor:

Recommendations are the most immediate

messaging you can send. Make sure your

systems of record and systems of action are

both real-time. By monitoring your customer’s

behaviors in real-time, marketers can send

out up-to-the-moment messaging containing

recommendations that are most relevant to the

customer’s current affinities, in addition to their

overall hisorical preferences as well.


Wishlist

Cross-Sell

Up-Sell

Complete-the-Look

Favorite Brands




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Examples:

Check out this example

of a “complete the

look” cross-sell

recommendation,

delivered using Blueshift:

Here’s another example

that targets a customer’s

category affinities on

mobile:





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Challengesof ScalingTriggers

Trigger Pitfalls

While triggers are very effective, they are often hard to set up and scale. Here are some of the pitfalls marketers

often run into as they scale their triggered marketing programs:


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Outdated MessagesOften, marketers are using legacy systems that don’t keep user data updated in real-time, resulting in a poor customer experience.

Customer Message OverloadOften, marketers are using legacy systems that don’t keep user data updated in real-time, resulting in a poor customer experience.





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Poor Historical ViewAnother common challenge that marketers face is that their legacy marketing systems are disconnected from their systems of record. Customers are often frustrated leading to complaints like “Don’t you know me at all?”

“Ugly” PersonalizationMarketers using legacy systems often find that they are unable to combine “automation” with “creative” in these systems. As a result, some of the automated messages delivered by these legacy systems look ugly & “too automated” instead of personalized and delightful.




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Trigger Pro Tips

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Top Tips for Getting the Most Out of Behavior-Based Scalable Triggers.

Blueshift has worked with several Marketing leaders that have scaled

their triggered marketing programs to deliver engaging personalized user

experiences. Here are our top tips to get the most out of triggers:

Multiple Trigger TypesExperiment with different types of triggers, beyond the obvious ones like

welcome email & abandoned cart.

Remain Goal OrientedUnderstand your key performance indicators and how they affect the entire

campaign, not a single send.

Personalize Across ChannelsUse multiple marketing channels to scale your trigger program, instead of

simply limiting it to email.

Engage Creative TalentEngage creative talent upfront to ensure that personalized triggers don’t

look ugly. Personalize a visual story.

Don’t Settle for Near Real-TimeFor the best customer experience, use systems that enable you to personal-

ize triggers with true real-time information.




About BlueshiftSan Francisco based Blueshift is the leader in Segment-of-One marketing for consumer marketers. Using the power of

real-time segmentation and dynamic-content personalization, Blueshift enables marketers to automate individualized

messages across multiple channels including email, push notifications, Facebook & SMS. The company is backed by

prominent investors, including Storm Venture Partners, Luma Capital Partners and Nexus Venture Partners.

Take YourTriggered Marketingto the Next Level

Contact Blueshift:

[email protected]

www.getblueshift.com


Documents

Scaling Personalization for Behavior-Based Trigger ... Assets... · Changes in your catalog of products or content, e.g. new arrivals in relevant categories, price drops on items