How To Create Transactional and Triggered Campaigns

• For the reveal image, we needed something that contrasted and carried that hope into the next action we wanted them to take.
  • We chose to have the experience reveal a colorful version of the path and invite them to take the next steps with us to take advantage of their subscription.
• Our CTA was a soft ask; “Learn More.” It sent them to the help desk and showed them how to get started.

• Now we built our campaign in the platform and inserted it into our email template.
  • We had previously designed email templates for experiences. So we just used one of those. Usually, email templates that work well with experiences have some kind of text area above or below so you can explain what the recipient is supposed to do.
• And that was it. We set it and forgot about it. Over time, we reached a click-through rate of 53% on this email. That is pretty incredible if you ask me.

So what can you do to make this campaign or one similar?

• What kinds of triggered or transactional messages does your company send?
  • Do you have a welcome series? Do you send receipts? Do you send a post-purchase follow-up? Any of these places would be great for B2C or B2B companies to stick interactive content.
  • Really all you are looking for here is a “set and forget” campaign in which you want to educate your audience further.
• Here are some campaign ideas for you:
  • Retail and E-commerce: After a customer makes a purchase, you should push to make further connections with them, fostering loyalty for the future. Online retailers can embed a Zembula Experience in their email receipts to drive customers to loyalty program sign-ups, keeping your relationship with recipients going beyond the purchase.
  • B2B/SaaS: As someone commits to your platform or service, B2B and software retailers can encourage adoption by driving new users to educational content. Embedding a Zembula Experience in your receipt that drives to an educational white paper can ensure customer adoption and loyalty.
  • Hospitality: When a hospitality customer makes a purchase, an opportunity to foster customer engagement and loyalty comes into play. Loyalty programs are especially important for this industry, as they capture repeat travelers and ensure you remain their #1 choice for accommodations. Drive your guests to a loyalty program sign up with an experience and ensure they feel like a valued part of your business.
  • Finance: When you’re asking customers to make complicated financial decisions, informing them about the next steps after that decision is made is the key to winning their loyalty. Welcome new customers with a short email nurture or downloadable content that informs them what comes next.

So let’s wrap it up.

To have a successful campaign when it comes to triggered and transactional messaging we need:

1. Campaign planning that sets up a learning path or gets the viewer interested in taking another step.
2. Cover and reveal images that have contrast and create tension for the viewer.
3. Copy that incites curiosity. Make them need to know! Inspiration can work too.
4. CTA copy that drives the click, is simple and straightforward and links to a destination that makes sense.
5. Placement within a set and forget campaign.

Want to know more? Check out our helpdesk article on creating transactional and triggered campaigns.