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BEST PRACTICES & STRATEGIES

At best, a trigger campaign picks up the canceled Hack # 4: Trigger messages only for
search and sends an email that picks up on the search specific product categories, brands, or
again in terms of content and design. The subject can
already refer to the search term and the mail can be other attributes
customized from the header to the footer.
If you want to specify that certain triggers are only
activated for defined products, categories, or brands,
Episerver recommends using this search trigger only
for your most voluminous search terms in the online define criteria for your triggers that a product must meet
shop. According to the long-tail principle from SEO, so that in-session and daily triggers are controlled. The
they assume that granular searches with several terms trigger is only triggered for those visitors who viewed
deliver better performance; however, these small-scale products during the session that meet the extended
searches show lower traffic figures and thus, probably criteria.
lead to very limited dispatch volumes. A preliminary
analysis with colleagues from e-commerce is therefore This option allows you to further narrow and refine the
advisable to define the strongest search queries. triggers. You can, for instance, use it to implement a
session termination trigger for a specific brand. Website
Hack # 3: Trigger a push message instead visitors, who are interested in products of this brand,
of a newsletter can be picked up with a strongly branded newsletter.
You can also trigger a price alert for certain product
The notification preferences of your customers are very categories or set up a post-purchase mailing for
different: if customer A is happy about your regular products that are re-purchased at regular intervals.
newsletter, customer B would prefer to receive push As you can see, with the right triggers you ensure that
notifications via the app, and customer C surfs a lot in you always address your customers with relevant
the browser and wants to be informed about news via content at the right time—automatically and without you
browser push.
having to do additional work. ◊
So, don't just rely on the email channel, rather try out By Daniela La Marca
trigger campaigns via push messages or browser push.
This is particularly exciting if you want to add push
messages to your dialogue marketing to be able to
reach a larger audience.

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