:: TRIGGERS IN ACTION
Triggers don’t just sound good, they are good. Here is just one example of how companies are leveraging the power of triggered-based campaigns:

With over 10,000 new subscribers per day, a prominent media and entertainment company was having difficulty cost-effectively managing phone inquiries from new customers. It needed to develop a Welcome program that immediately touched new subscribers, introduced them to the product, answered questions, and increased customer service and retention, while keeping costs down.

The company developed a Welcome program based on individual consumer triggers that were activated by a new subscription. The program consisted of a multi-pronged series of communications to new subscribers that was created to eliminate unnecessary phone calls and increase customer satisfaction.

Day 2: The first email was sent two days after account activation, welcoming the consumer to the service and providing information about the company’s Web site. A second email was sent out later that afternoon confirming the customers’ subscription with a set of frequently asked questions.

Day 3: On the third day, the company sent another email providing tips about using the product.

Day 4: On the fourth day, the entertainment company sent an email from the storefront offering the consumer other products from the company using dynamic content based on the customer's profile and preferences.

By timing messages effectively, the entertainment company decreased calls to customer service in the first week by 10-18%. In addition, the Welcome Message program enjoyed a 50-60% open rate and as high as a 30% click-through rate, generating results far out-pacing standard industry rates.

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