HowTo Video Tutorial Script (414 words)

Maybe a customer recently attended your tradeshow, or lead score has reached a new threshold, or a member of your program viewed a product on your webpage. With Marketo you can capitalize on these interactions by using Triggered Email Campaigns to respond in the timely manner with content specific to each recipient.

A Triggered Email Campaign is a campaign that automatically sends an email to individuals as they meet predetermined conditions. Triggers actively listen for specific behaviors to define the ‘who’ of a triggered email campaign.

Triggers and filters can also be combined to selectively send out emails. In our example you could send a different onboarding email based on a customer’s industry so you could combine a Salesforce trigger and an industry filter to ensure that the customer receives an industry specific email.

After defining the ‘who’ you’ll set up the ‘what’. With a triggered email campaign the ‘what’ will be the send email flow action. In the Marketo smart campaign you can also set up additional actions like change in a person’s program status or adding them to a different program.

The ‘ when’ for a Triggered Email Campaign is defined by your schedule allowing your campaign to run once, once every few days or every time the trigger detects a member of your program.

Let’s look at some triggered email examples.

A customer is planning on attending a tradeshow and through the registration process they’ve been added to your list. To send a follow-up email you’ll build your campaign using the added to list trigger. In the next example a lead scorer has reached a new threshold based on them downloading a trial version of your new software.

You want to email the leads information to the sales manager so you’ll use the trigger ‘Has Interesting Moment’. In another scenario a member of your program has viewed a product on your webpage and you want to follow up with more information on that product so you’ll use the trigger visits webpage.

These are just a few examples of how triggered email campaigns can be used to react to your audience. Keep in mind that planning is the key to a successful campaign. Ensure the ‘who’, ‘what’ and ‘when’ of the campaign are aligned with other marketing efforts to avoid over communicating with your audience. Now that you understand why you would use a triggered email campaign as part of your marketing strategy, let’s take a look at how it works in Marketo.