3 award-winning techniques (III): Real-time triggers adjust

Convince. Enrich. Trigger. Our communication with customers has to be more and more relevant. A generic email newsletter no longer works (in most cases). That’s what I personally believe and so does NS International. As a team we work hard to strive for relevant communication. And we got rewarded! Not only by NS International’s customers, but also by the industry: last June we were awarded with two Selligent Awards. In blog #3, the final blog of this series, we highlight the third technique from this case so you can also create success with award-winning techniques.

The 3 award-winning techniques

NS International is responsible for the exploitation of the high-speed train connections from the Netherlands to over 3,300 European destinations. To be relevant in your communication you have to be smart about it. Therefore we have used several techniques. In this series we highlight the following three:

Technique I: Convince with prior knowledge
Technique II: Indirectly we know more
• Technique III: Real-time triggers adjust

Triggers

In this blog we’ll talk about something that might be the most important element for relevance; timing. Contacting at the exact right moment, makes for the most part of relevance. These days we can’t turn a page without seeing terminology as trigger- and event driven. But do you ever really use these techniques? Often they are seen as something technical, something tricky. It often lacks thinking of functioning uses. Triggers are much easier to use and more obvious than you might expect.

An email opt-in, collected in the queue of an attraction park for example, is not only an enrichment action. If the process is well organized the guest should receive a welcome campaign after this subscription. But that’s not what this one simple action can do. This one small event can give you a lot more information and many more opportunities. It could be a direct trigger for campaign themes such as:
– Conversion; 10% discount in the park restaurants for that afternoon
– Feedback; How did you experience our park, did you visit our webshop/bungalow/musical?
– Experience; Remember? This time, last year you were in our park

Don’t make triggers a technical story. Focus on the functional aspect. How could an event help a customer in the future? Make a longlist and try to integrate them in your activities. Start off small and add more events/triggers as soon as you hit another marketing program.

At NS International we integrate more and more triggers. Especially online triggers are relatively easy to realize without enormous efforts. Having a look at the destination pages on the website and app, or visiting the booking module are the most important triggers. These are used for remarketing activities, but also for the selection of campaigns.

Triggers can be actively generated by customers. A great example is the booking alert of NS International. Trips are generally bookable 4 months in advance, do you want to book after you can sign up for the email reminder. This information is a trigger for the email reminder, but is also important for other marketing activities. The consumer gives his preference, which you can use for analyses or to personalize marketing materials.

These techniques are part of the framework we have developed at Oxyma together with NS International. It’s a framework that’s never finished. A continuously developed groundwork enriched with new techniques. Sometimes tech-based, the next more functional. All with one goal in mind and getting there one-step at a time. That’s the key to our success, hopefully for you as well. Read more about Convincement here and Enrichment here on our blog.

With this last technique we finished our blog series about the award-winning techniques. If you want to know more, contact Niels van Meerte Janse, our Consultant.

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