Marketers of all sizes want to generate optimum marketing return on investment, and they are seeking new techniques to automate this process. This is frequently referred to as “trigger-based marketing.” Using advanced data management and cloud-based marketing tools, marketers can send trigger-based communications with effective personalization (via print, e-mail, or SMS messaging) and create individual campaigns that are specifically designed to be sent to members of a defined target audience at precisely the right time.

Trigger-based marketing is defined as a piece of marketing based on a measurable change in customer behavior, a specific customer action, or an event that influences customer response. There are three common types of triggers that can initiate a marketing action aimed at an individual customer:

1.     Transactional triggers are based on a customer action such as a purchase of a product/service, a sales inquiry, or the scheduling of an appointment. All of these actions provide a natural trigger for follow-on communication.