If you can measure specific user behavior and react to it with a targeted campaign, this measurable event corresponds to a trigger. With such triggers, users can be addressed in a personalized way. Depending on the trigger type, the address can range from far-reaching user segments, e.g. newsletter subscribers, to the individual address of an individual user.
Typical triggers:
- Activity (purchase, click, etc.)
- Exit intent
- Inactivity
- Personal information such as birthday, anniversary, etc.
- Regular buyers
- Scroll depth
- Shopping cart abandonment
- Shopping cart value
- Returnees
- and much more
Campaigns that have been played out are correspondingly diverse.
A trigger, such as a shopping cart abandonment, could trigger an email to be sent to a known user, for example. If an unknown user wants to leave the page, the products in the shopping cart can be displayed again, combined with a voucher. The aim of a triggered action is to increase key figures such as the CTR, conversion rate or conversion value.
The prerequisite for trigger-based marketing measures is extensive tracking on the website. It is only possible to react if the events are measured correctly.