Today’s marketer is inundated with messaging about the power of automation. When it comes to triggered messaging – from welcome series to win-back messages – it’s no longer enough to just set it and forget it.
With leading marketing technologies already established and new technologies emerging on a seemingly daily basis, marketers are faced with making decisions about how to optimize and deliver results with their technologies of choice.
At Sailthru, we believe that without personalization, the automation of messaging across the marketing ecosystem is ineffective. At the same time personalization, without automation, cannot be scaled. We operate knowing that automation and personalization are inextricably linked and that for automation to truly make a difference it must go beyond standard triggered messages by being personalized, timely, tested and clear in terms of calls-to-action.
We’re speaking with “digital first” marketers every day and the successes that our clients see in transforming revenue generation and customer retention validates our theory that in order for triggered messaging to succeed, it must go beyond pure automation. Here’s the roadmap we abide by for all things triggered:
1) Personalize at a 1:1 level.
There’s a lot of noise around personalization, with definitions ranging far and wide. For some, it’s knowing a user’s name and location, for others, it’s using a rules-based approach facilitated by relational databases. For us, it’s knowing behaviors, interests, devices and purchases from both explicit and implicit omnichannel data that can be actioned on in real time. Regardless of how you define personalization, the bottom line is that your triggered messages must be functionally and emotionally aligned to the individual recipient to produce the desired outcome. Functionally: sent at the right delivery time and cadence, optimized for the right device, differentiated by acquisition source. Emotionally: subject lines and headlines that resonate, relevant content that aligns with user behaviors and interests, calls-to-action that align to a user need/want. These are the characteristics of trigger messages that we see successfully and consistently driving action....