With the term “Trigger” we go to define all the automatic messages that are triggered when a particular condition occurs.
Trigger Marketing thus consists of sending messages (or notifications) that are triggered upon the occurrence of particular conditions and only as a consequence of those conditions.
This set of conditions can be made to include actions taken by the user, certain temporal factors (think, for example, birthday and birthday greeting email), registrations in particular places or the occurrence of certain events.
As we can imagine, this mode of user engagement is strongly linked to marketing automation strategies and activities, and to be effective it requires a thorough understanding of user behaviour.
While technically the trigger can be so defined as the action that triggers a certain event, there are several conditions that can be traced back to it. The most commonly used are:
- entry/exit from a page;
- dwell times within a page;
- objectives achieved within the site/shop (e.g., filling out a form, making a purchase);
- actions performed within a single page (e.g., scroll, button click..).
Obviously, it is good to choose triggers in line with your business goals and needs: it is important to remember that their purpose is to enable the personalisation of the user experience by proposing and sending communications and messages consistent with the user’s browsing path.
