To get the most from your trigger marketing data, tailor it to your needs

It’s hard to overstate the difference a little tailoring can make. A few small adjustments can mean the difference between a good-enough pair of jeans, and a pair that fits like it was custom-made just for you. And the same is true for the lifecycle event data that informs your marketing efforts.

“Successful trigger campaigns begin with access to high-quality lifecycle event data, but it takes more than access to edge out your competitors," says Alexandra Moss, vice president with Deluxe Data-Driven Marketing. "To really maximize their data’s value and function, marketers need to tailor it to their specific needs.”

In other words, you might have data that’s high quality, and objectively all the right parts are there—perfectly fine data. But when it’s time to level up and make it perfect for you, you’ll need to employ a little tailoring.

So how do you transform huge data sets into bespoke solutions for your unique needs? Among our own clients, Deluxe advises a three-step approach to tailoring data, which Moss detailed these during a breakout session at Deluxe Exchange 2022 in Miami (excerpts below).

1. Multi-channel execution

The first aspect of maximizing life event data is to execute your campaign across multiple channels. A multi-channel campaign will reinforce your offer while simultaneously cutting down on time-to-market.

2. Customer monitoring

One of the biggest misconceptions about lifecycle event trigger data is that it’s only useful for finding new customers. But as Moss explains, savvy marketers use this information to learn more about their existing customers and make sure no sales opportunity is left on the table.

3. Enhanced attributes

Finally, marketers can get more function and value from life event data when they look at triggers not as standalone events, but as insight into a customer’s total story. When done on a large scale, gathering additional customer information allows marketers to create models that actually anticipate a customer’s future needs before a trigger even occurs.

The premise of trigger marketing is a simple one: get the right message to the right person at the right time. Customers undergoing life event changes are more open to switching relationships or needing new products, and a tailored approach to your data will ensure you derive maximum benefit from those moments of opportunity.