Lyris Connections Blog

Webinar Q&A: Engage Your Digital Customer

Sep 27, 2012 by

Many great questions came from the audience after Lyris’ recent live Webinar, Engage Your Digital Customer: 4 Strategies that Drive Results. Here are a few excerpts from what attendees wanted to know more about.

Q: What’s the benefit of incorporating analytics with automated trigger campaigns?

The combination of marketing analytics and automation is so effective because it provides the opportunity to deliver highly-targeted and relevant information within the critical consideration window. Keep in mind that trigger messages are spurred by customer action. So you can apply things like browsing history and transactional information to set up trigger campaigns that move the customer along to conversion.

The idea here is to entice customers when you’re still top-of-mind. The timeliness that automation provides can make a very significant improvement in your campaign performance overall.

Q: How does using an automated marketing solution improve ROI?

Automation affects both sides of the ROI equation. On the cost side, automation creates spending efficiency – both in terms of time and dollars. And on the return side, your ability to provide a better experience through delivering value in a timely fashion will improve your revenue.

The experience is improved because your two-way communication with your customers is clearer – through marketing analytics you can clearly see what’s motivating customers to act the way you want them to, and through trigger campaigns you can make sure that your customers are receiving the right message at the right time.

Q. Even if you have an automation tool in place, how do you set it up to deliver targeted communications?

While automation takes care of the execution of marketing campaigns, it’s the marketer’s job to set up the business rules that direct the course of the automation. Business rules are the parameters that you put in place to direct the communication that automation delivers.

For instance, you could set up a rule that specifies that all customers receive a communication with a discount offer on their birthday. Or, you can establish seasonal offer calendars that send trigger messages based on historical purchasing patterns. If a customer has tried to place an out-of-stock item in the cart, you can set up a trigger that notifies that customer that the item is back in stock.

The effectiveness of your automation programs hinges on your business rules, so it’s important to spend the time to set up a solid set of rules based on what makes sense for your business.

Q: How is drip marketing different from trigger campaigns?

The main difference between trigger campaigns and drip marketing is that trigger campaigns are ignited by customer action. Conversely, drip marketing refers to a pre-set series of messages that are driven by you. Both deliver unique benefits in an automated program. The biggest benefit of trigger campaigns is the ability to execute timely, relevant responses to customers

Drip campaigns are often used as a sales cycle management tool because they’re a great way to augment high-touch sales efforts with automated messages. Drip marketing can help keep customers in the sales pipeline. You achieve this through providing educative, service-oriented content that builds your relationship over time.

Missed the live Webinar? See what all the buzz is about. Click here to view the recorded Webcast.

Alex Lustberg

About the Author: Alex Lustberg

Alex is Chief Marketing Officer at Lyris, with responsibility for all marketing activities including marketing communications and demand generation. Alex brings more than 15 years of product marketing, strategy development, client services, and delivery experience at both established and early-stage technology companies, and holds Bachelor's and Master's degrees in Organizational Studies from Stanford University.

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