Triggered Marketing Revisited: 5 Proven Reasons Why You Need It

Every few years the team here at Blueshift likes to take the pulse of triggered marketing. It’s at the core of what we do, we’re invested in determining the value it can bring to marketers, how it can be improved, and much more. As we rolled into 2020, we decided it was time to measure exactly how triggers are impacting multi-channel marketing campaigns today.

To understand how triggered messages are performing and how they affect business outcomes, we analyzed nearly 15 billion messages across email and mobile push. This research has allowed us to gain a better understanding of how triggers, AI, and multi-channel marketing strategies influence core engagement metrics across over 12 different industries including eCommerce, Consumer Finance, Healthcare, Media, Education, and more. In short, triggered messaging is still one of the most effective ways to improve engagement, and here are the top 5 reasons why.

1. EMAIL TRIGGERS ARE 497% MORE EFFECTIVE THAN BATCH EMAILS

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

2. MOBILE PUSH TRIGGERS ARE 1,490% MORE EFFECTIVE THAN BATCH PUSH NOTIFICATIONS

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.

3. MULTI-CHANNEL TRIGGERS ARE 283% MORE EFFECTIVE THAN SINGLE CHANNEL

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.

4. CAMPAIGNS WITH ENGAGE TIME OPTIMIZATION ARE 157% MORE EFFECTIVE THAN THOSE WITHOUT

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.

5. CAMPAIGNS THAT USE PREDICTIVE RECOMMENDATIONS ARE 116% MORE EFFECTIVE THAN THOSE THAT DO NOT

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.

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