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BEST PRACTICES & STRATEGIES

AI-based trigger campaigns efficiently

increase the relevance of your dialogue

marketing campaigns

Always offering customers exactly the product they clearer. Visitors who have called up a certain campaign
want—ideally at the exact moment when they want page (multiple times) but have not converted can thus
it—is what every company is dreaming of. be easily recorded via a downstream trigger email. That
way, you can pick up your subscribers with an email
Marius Kahlert, Business Consultant at Episerver, has that is thematically tailored to the landing page. Use
put together four hacks on how you can improve your this trigger mail, for example, to communicate further
trigger campaigns and drive your personalization content, to advertise suitable products, or maybe even
measures with AI-based personalization solutions such to promote with the help of a voucher.
as Episerver Personalization. With his help you can
increase the relevance of your dialogue marketing and Hack # 2: Leverage popular searches for
the performance of your campaigns. your highly personalized trigger

Hack # 1: Give another push to special campaigns
onsite campaigns with trigger mails Search queries are perfect for the use of downstream
trigger campaigns: if a website visitor is actively
Special events are often featured on a large scale with searching for a product, a brand, or a combination of
individual campaign landing pages, although these both, using the search field, you can assume that there
landing pages usually have a limited temporal will be increased interest.
relevance and go offline again after a while.
Nevertheless, these pages are more suitable for trigger There could be a variety of reasons for not making a
campaigns in email marketing. purchase: for example, the product did not meet the
expectations (price or design) or the searcher was
Visiting a landing page is often an indicator of interest distracted and canceled the session. In any case, it's
in the topic in question: if a landing page is visited more worth staying on the ball here.
often per session, the relevance of the content is even

10 February 2021: Conversational & Event-Triggered Marketing