Triggered Marketing Revisited: 5 Proven Reasons Why You Need It

Our research has shown that across businesses of all sizes — triggered marketing blows traditional batch-and-blast emails out of the water. Triggered emails result in a 468% higher click rate and a 525% higher conversion rate, which is no surprise to us. While there is a time and place for batch emails, such as special announcements and newsletters, they shouldn’t make up the bulk of your communication.

Today’s consumers are used to a certain level of personalization and timeliness that forward-thinking brands have made the new standard for communications. Now, not all brands have the resources to execute Amazon or Netflix levels of personalization, but smaller, resource-constrained teams shouldn’t be afraid to dip their toe into the world of triggered marketing. Take advantage of the customer data you already collect to trigger messages based on actions important to your unique customer lifecycle. Blueshift’s Chief Growth Officer, Josh Francia, has a few tips for marketers looking to scale triggers and cut costs, which you can read here

As with email, push notifications also benefit from triggers. Our research found that triggered mobile push notifications result in a 279% higher click rate and a 2,700% higher conversion rate. These results overtake email-triggers in effectiveness by a long shot — but that’s no coincidence.

These bite-sized communications are perfect for in-the-moment responses to shopper behavior like adding items to their cart, price drops on viewed items, and much more. Mobile applications are especially popular among younger consumers who are growing into their buying power — and by the end of 2020 mobile apps are projected to yield revenue over $188.9 billion. If you’d like to learn more, check out our top 3 ways you can use push notifications to boost engagement.

While email and push alone are effective marketing channels, together they’re much more powerful when used within a multi-channel strategy. Today’s customers rarely interact with a brand on one channel — so it’s important to present consistent and cohesive triggers across channels to bolster the customer experience. When email and mobile triggers are used within a campaign, they perform 283% better compared to single-channel campaigns.

Adding multiple channels to your top-performing campaigns allows the customer to be reached exactly where they want during their journey. It’s no surprise that these multi-channel customer experiences result in a 234% higher click rate, and a 331% higher conversion rate.

In addition to reaching your customer on the most optimal channel, you need to be prioritizing the optimal send time. In a recent blog, we addressed the issue many email senders are having with inbox overload. Now that marketers are relying solely on digital channels and customers are checking their inbox more frequently, the slue of emails consumers receive can mean your messages may get lost in the shuffle.

With Engage Time Optimization, messages are sent at prime “shopping” hours for each individual customer. Rather than flooding the inbox at 5 pm like other senders, your message will be autonomously sent when the user is most likely to engage and interact with your messages based on historic data. These messages convert at a 234% higher rate than those without Engage Time Optimization.

As a consumer, these findings feel like a no-brainer. When we’re in buying mode— we want the shopping experience to be tailored to our wants and needs. Before the days of online shopping, we found that 1:1 shopping experience in local Mom and Pop stores where the staff knew you, and what you liked, well.

With the help of modern tech, that “Mom and Pop” experience can be replicated. Predictive Recommendations utilize historic behavioral, real-time activities, demographic,  and transactional data to surface the best product and content recommendations to each customer. Campaigns that include these AI-powered recommendations result in a 209% higher conversion rate.