An essential component of lead management and CRM Software is its ability to customize your marketing message for each consumer who interacts with you at any touch point. It is no longer acceptable to simply center communication with leads around your product release calendar. As consumers become more and more immersed in the digital culture, paradoxically they expect a more personal customer experience. Consumer awareness of technologies available to capture information unique to them makes it imperative for a company to design marketing campaigns to more closely align with consumer expectations.
Triggered programs can meet this need effectively by making marketing more customer-centric. Based on a customer’s profile, preferences, and the choices the customer makes regarding social media use, predictions can be made about the optimal time to engage the customer for best effect. Gathering and analyzing this information enables you to define trigger points to increase the probability of sales conversion.
Some commonly used trigger points for email marketing are:
- A thank you email when a lead expresses interest through interacting with your website.
- A welcome when the lead becomes an actual customer.
- A follow-up at a determined interval to touch base and remind the customer of your interest.
- A personal milestone email which may be triggered around a customer’s birthday, their purchase anniversary, or some other significant date personal to the customer.
- An up sell or cross-sell opportunity.
- A new product release or event.
- An exit interview in the case of customers who opt-out.
Reasonably, if you consider the opportunities for lead nurturing, it becomes apparent that a marketing strategy will likely include many different trigger programs if it is to cover all contingencies well. CRM software facilitates such a multi-levered approach.
That being said, how do you design your trigger programs? And how do you keep all those wheels turning for customers at every point of the life cycle?
First, it is essential to clearly visualize every point in the sales funnel. Consumers need different things at different times. For instance, if you sell computers and accessories, it would be a mistake to send an email offering a discount on computers to a client who purchased a computer from you last week. A better option would be to send that client an email advertising computer accessories. In other words, rather than sending out blast emails indiscriminately, it is best to set more intuitive trigger points throughout the customer life cycle.
Second, seek opportunities to touch base with your customers. Based on metrics captured by your CRM, determine what the customer is looking for when they go to your website. Then, send them information pertinent to their search. This does not always have to be in the form of overt advertisement. Sometimes, sending information about how to choose the type of product they are researching, or how to comparatively weigh the pros and cons of ownership of your product will go far toward moving them smoothly and easily through the funnel.
Third, map your messages. Though the message must be customer-centric, it must not be a stand alone effort. Rather, all communication with your customer should be broadcasting a central theme. What is that theme? Simply stated, the overriding theme should always be your company message, your brand.
Set appropriate boundaries. There are few things that turn customers to your competition as quickly as ill-timed or over-used emails. While your emails may not technically be spam, since they are sent to customers who opted in, it is the customer’s perception that rules here. If your leads are wearied by an excessive amount of communication, they will close down. So, when crafting a triggered program, it is necessary to set boundaries regarding frequency and priority of email messages sent.
Collect actionable data. Once your triggered campaigns begin, your CRM software collects data essential to the continued success of these programs. Pore over this data, and act on what you discern. Examine click-through rates, conversion rates, and customer engagement levels. Compare statistics gleaned with baselines you collected prior to the implementation of triggered programs. Once you see the patterns involved, play to your strengths and build up your areas of weakness.
In these ways, you can make triggered programs work for you. If you would like a demonstration of CRM software at work, please contact us. We look forward to supporting your marketing strategies with the best technology available today.