How To Create Transactional and Triggered Campaigns

As marketers, we love our set and forget campaigns. These things are the bee’s knees! Who doesn’t like to do something once and watch it work for months and months after our initial investment was made? Literally, no one.

So it makes sense that we would want to try to combine these types of low effort, high reward campaigns with our highly converting interactive content. Well, guess what happened. We saw sustained engagement over time. We will go over how all types of businesses can use this strategy, but first, we will show you how we did it.

To get more active engagement on our triggered campaigns we needed a solid plan. We decided to use interactive content within our welcome series. This is a series of email sent to a customer once they sign up for our service.

Here are the steps we went through.
  • Think about the objective: in this case getting more engagement and encouraging adoption.
    • To drive more engagement with our content and get people started with the platform we needed to educate them and excite them.
    • Along with the basic best practices, tension, and contrast in images, we needed to make sure our content was future proof since this was a triggered campaign.
  • Now that we had decided on the framework in which our campaign will exist, we needed to get down to business and create our experience.
    • There are three parts of our experience; the cover, the reveal, and the CTA.
      • For the cover image and copy, we want something that is inspiring but also drives action. We wanted to signify the beginning of a journey.
        • For our image, we chose a path with our color gradient overlaid on top. We added an inspirational quote and gave the viewer instructions.
  • 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.

B2B Cover

B2B Reveal

Airline Cover

Airline Reveal

SAAS Cover

SAAS Reveal

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