In 2010, the average focus of a web visitor was 12 seconds, but in 2014 it had already dropped by over 30% to 8 seconds. This is because there keep arriving many new distractions browsing, because the number of emails we receive daily is greater than the amount of time spent reading them or maybe because our modern multitasking society penalizes the ability to focus on a single thing.
Whatever the reason, all this noise distracts the customer, affecting the conversion rate and sales.
In this article you will see 10 trigger-based marketing programs you can use to improve the conversion rate, used by B2C marketers.
Trigger-based marketing consists in creating automated programs that are triggered by users’ actions or behaviors or by occasional or recurrent events.
This programs allows you to introduce your product, service, or simply help promote your brand, therefore, it’s usually the first programs to run. You will start sending emails as soon as the user opts-in. The programs of emails generally consists of special offers for new user, info about what you do, links to social networks and to free content download. The Welcome programs has results in the immediate-short term and it’s shown to shoot conversions up to 200%.
Forrester Research estimates that 59% of all the carts of an e-commerce is abandoned. This programs allows you to intervene with specific call-to-actions, with an email to the user listing the product he left unbought and possibly offering a limited time discount. This programs can increase conversions up to 150%.
This programs (also called Re-engagement) focuses on the inactive users and helps marketers to reactivate them by providing them a good reason to do so. After the user does not come back to visit your website or make a purchase after a specific period of time (that you can set), you start a programs that begins with the sending of a limited time special offer. With good copy and a good offer you can get the email open rate up to 67% and an increase in conversions up to 15%.
This programs focuses on special events like a birthday or anniversary of a single user. This is a great opportunity to express appreciation on the part of your company. A special offer or a gift is a simple action that increases the level of engagement and create new sales opportunities. A customized email sent on a special date can increase sales up to 200% compared to an everyday email.
This programs is crucial to convert a lead to sales. It reviews the actions that the user completed during a purchase phase and starts a customized (yet fully automated) dialogue, encouraging the lead to go through with the purchase. It is one of the hardest forms of digital marketing, and it’s widely used by B2B marketers too. It leads to high medium to long term conversion rate and redemption rate. In fact, the user is motivated to choose a company that is able to interact with him “personally” (he may not even know the emails are automated, if you are that good…) considering his actions and needs.
Cross-selling and Up-selling
These two programs have interchangeable structures. Choosing the right time for cross-selling and up-selling activities means improving the conversion rate and the customer experience. It’s paramount to consider only those contacts who are interested and have the opportunity to purchase a product or service complementary or greater to the one they already possess. A customer who has already purchased and who’s satisfied of his choice, will buy again most likely. For this reason, cross- and up-selling programs should start as soon as the previous purchase is through.
Products available notice
Sometimes a user visiting you website will encounter a product or service he is interested in but that can not be bought (at the time). It may be out of stock or a service not yet available in that area. This programs is then to be implemented with users who have visited these pages or, better, that have have specifically requested to be notified as soon as the product can be purchased. In that moment, the user is literally begging you to sell him your product, and presenting it to means getting an immediate impact on sales.
This programs works for many companies that offer consumable goods or product to be recharged or refilled. A great automated programs will calculate the average duration of use for the individual customer and start with an email reminder to be sent just before the user’s product ends its lifecycle. If once the programs it’s over the client still hasn’t purchased the item, you can send a limited time special offer to encourage him to go through with the new order.
This programs regards a service renewal and it’s pretty similar to the programs previously shown. This is only simpler to implement since you don’t have to do any guesswork, since the user has already used the product, didn’t cancel the subscription, and you know exactly when his current service will expire, so you can act at the correct time. A good practice is to offer a discount or a gift if the renewal is made before the deadline. Titles such as “Renew Before …” or call-to-action such as “Act Now!” or “Renew Now” are widely used by marketers in these programs.
This programs is used to check the level of customer satisfaction after he made a purchase. This allows you to improve customer service, provides input to improve product quality and impact on customer retention. Sending a questionnaire asking for a review on the product (or service) strengthens your brand awareness, and leaves you with valuable information that could be used in future programs that affect the customer life cycle.