marketing triggers Tag

Your Website Visitor Just Left. Should You Send Them a Letter?

For decades, direct mail campaigns have generally started the same way.   Build an audience. Select the people you want to reach. Develop the creative. Produce the mail. Send it.   Digital marketing changed that process by allowing marketers to respond almost instantly to consumer behavior. Visit a website. Click an email. Start an application but don't finish it. Each action creates a signal—and potentially triggers the next communication.   Until recently, that next communication was usually digital.   Today, it doesn't have to be.   Advances in data, identity resolution, marketing automation and digital print technology are creating a new opportunity for marketers: trigger-based direct mail.   Instead of sending thousands or millions of pieces according to a predetermined campaign calendar, organizations can use individual consumer behaviors and events to determine who receives mail, what they receive and when they receive it.   In other words, direct mail is beginning to behave a lot more like digital marketing.   What Is Trigger-Based Direct Mail? Trigger-based direct...