Types of Triggered Messaging Campaigns with Examples

Triggered campaigns are an automated tool that can help you execute personalization at scale.

Customer service thrives on personalization. When executed correctly, it can lead to higher engagement, greater customer satisfaction, and even higher sales.

One study found that 70% of companies that use advanced personalization techniques see an ROI of 200% or more on their campaign spend. Companies without centralized ownership of personalization, on the other hand, were three times more likely to see low or negative ROI. 

That’s a major cause for implementing personalization in your business. To do it at scale, you need to use automation. Triggered campaigns are one tool in your automation arsenal. 

What Are Triggered Campaigns?

As their name suggests, triggered campaigns are fired off when an action, or real-time trigger, occurs. 

A trigger could be a website event like a chat conversation, an email interaction, a transaction, a change in the customer’s profile, and more. Essentially, any event involving the customer that can be tracked can be used as a trigger. 

Trigger campaigns are great for personalization. You can tailor your messaging based on the user’s trigger action, which is much more effective than sending a generic message. 

They’re also great for automating repeat tasks like sending emails, following up on support inquiries, and requesting customer feedback. The fewer time agents spend on these necessary but tedious tasks, the more time they have to spend on solving more complex customer problems. 

Ready to start using your contact center software to send triggered campaigns? Here are seven campaign ideas for inspiration. 

7 Types of Triggered Campaign Examples

1. New customer welcome

You’re probably already sending some type of automated transactional email when your customer makes a purchase, but chances are this message is generic and feels very obviously like it was sent by a machine. In addition to your generic ‘order received’ message, welcome new customers with a personalized message that’s triggered based on the product or service they purchased.

This type of triggered campaign is particularly useful for welcoming B2B customers, whose successful onboarding typically requires additional steps like software setup or team training.

2. Abandoned cart recovery

This is one of the simplest triggered campaigns, but it’s also one with the highest potential for ROI. According to Klaviyo’s Abandoned Cart Benchmark Report, every abandoned cart email generates an average return of $5.81. When multiplied by thousands or millions of sends, that’s a major revenue boost. 

We suggest sending two abandoned cart-triggered emails: one shortly after the abandonment to remind customers of what they left behind, and one a couple of days later with a personalized incentive to complete their purchase. This might be a promo code, a gift with purchase, or a dollar-amount discount that varies based on the cart size ($10 off $100, $25 off $200, etc.).

3. New feature release

It’s easy to focus so much on attracting new customers that you lose sight of the ones you already have. But your existing customer base is an important audience segment for generating recurring revenue, which ensures the longevity of your company. 

Continue to engage your existing customers by triggering an email every time the product they own is updated or a new feature is released. This not only creates a positive brand interaction but can be used as an opportunity to proactively educate customers about updates, helping out your support staff.

4. Support follow-up

Your agents work hard to solve customer problems and provide excellent service. The positive experience doesn’t have to end when they hang up the phone or sign off the live chat. 

Use triggered campaigns to follow up with customers after support inquired to make sure their issue was successfully resolved. This is also an opportunity to gather feedback, which can be used as a coaching tool. 

5. Review request

Positive reviews increase the likelihood of online purchases by an average of 270%. Reviews are especially powerful for higher-priced items, which customers are almost four times as likely to purchase when reviews are available than when they are not. 

Leverage campaigns that are triggered a set amount of time after purchase to generate an ongoing flow of user reviews. These can punch up your marketing campaigns and be used by agents as testimonials when closing future deals. 

6. Re-engage lapsed customers

Trigger events aren’t limited to customer actions. They can also be set based on inaction, like when a customer hasn’t opened an email from you in several weeks or hasn’t made a purchase in a few months. 

This is a valuable opportunity to re-engage customers who have drifted from your brand and, if they can’t be re-engaged, clean them from your database. 

7. Loyal customer reward

Increasing the lifetime value of every customer is key to maximizing your revenue. To keep valuable customers coming back, reward them with a trigger campaign based on loyal behavior, like opening all of your emails, engaging with your social media channels, or making multiple purchases. 

With a smart contact center platform, it’s easy to implement triggered messaging across channels for campaigns that enhance the customer journey, save agents time, and ultimately help you improve your bottom line.