Complicated Trigger Rules

As I moved on to defined more complete trigger rules for my trigger email marketing program. I didn't expect it would be so complicated.

Initially I like to keep it simple, like..

>> Thank you email - immediate after product registration

>> Getting Started

>> 1 week cross sell

>> 120 days supplies sell

>> 240 days supplies sell

>> 360 days supplies sell

>> 1 year cross sell

>> 2 year cross sell

>> 3 year product replacement

When my agency start asking about scenarios I have not thought through.. things got complicated.

- what if customer buys and registers 2 printers 1 week apart, 1 year apart

- what if customer registers a PC and then a printer 1 week later

- what if customer buys 1 PC and 1 Notebook and 2 printers at the same time

Is the customer going to get spammed like crazy by the email engine?

There are rules that enables the system NOT to send out email if there has been email sent out within last week/ last month. However does that creates some misopportunity or less-than-ideal scenarios?

The concept of trigger is still hard to grasp. Trigger basically puts customers into queue and depending on the rules, it will start sending emails out to customers based on rules and conditions. Making changes to rules have to be particularly careful since it is tricky to stop the engine and imagine the consequences of it.

Nonetheless its still fun to pilot this out.

Trigger Email Marketing

Today I am struggling to put together messages for my company trigger email marketing. The framework is set, high level approach determined.

Next is to create the trigger emails. And this is not as straight forward as I thought. With every trigger, its an opportunity to talk to the customer. And each different trigger email is inter-related. So the messaging within each trigger have to be well thought through.

Thank you email

- this is a critical touch point to foster some level of relationship with the customer. And its critical to provide post sales information. Information that helps the customer, rather than trying to sell them more things.

Getting Started

- Getting started trigger emails can be positioned as helping the customer to get started OR even positioned to help the company to educate the customers with certain key messages that will protect the future business. For example, educating how to differentiate counterfeit products in future purpose or the disadvantages to buy counterfeit or alternatives to original.

Supplies connect emails / Accessories connect emails

- although these messages are position as selling more to the customers, but if it is worded in a manner that benefits the customers, addressing the customer's need, the sale message can be viewed as helping the customers.

Upsell messages

- Different messages can be presented in this email. First off, the can be positioned as selling the next product. Secondly if the customer is not ready to buy, they can buy warranty extension. If they are not buying either of them, a small survey link can be also included to ask them why they are not keen to buy now or are they buying competitor products.

If you have any other types of trigger messages to share, do email me.