Marketing Land columnist Jose Cebrian has shared two strategies for marketers to improve their behavioral triggered emails advising them not to use such emails solely for e-commerce.

Cebrian says, “In the world of marketing, there are three main types of campaigns.

The most common is the planned marketing campaign: A company decides the messages and offers it wants to put out into the market. Pretty straightforward.

The next type of campaign is the life cycle campaign: You send a predetermined set of messages based on where a person is in a buying cycle, regardless of his or her behavior. In a perfect world, these are automated, but they don’t have to be.

A simple example of this is a publisher sending a welcome stream after someone subscribes and then, as a subscription nears its end, ramping marketing back up to drive a renewal. The common thread between these two campaigns is that the company is driving the message.

The third type of campaign is one driven by behavioral triggers. These differ in that the marketing messages are designed to directly respond to or use the information a consumer provides by their behavior. Think action on a website that shows interest in something”.

Behavioral triggered emails: Not just for e-commerce anymore

Marketing Land

Sharing is caring