Putting the S in RPS

Triggers work, but here’s how marketers really earn their stripes.

We all subscribe to the owned marketing maxim:

behavior-based triggers work (sure, you can call them flows - not me).

And, many of those are wildly productive. Abandonment (cart, product, search), post-purchase, and even welcome campaigns regularly reach massive multipliers compared against those batch 'n blasted. Triggers deserve to be celebrated … but also recognized for their sometimes miniscule audiences (but, that’s why we trigger ‘em!). Not to mention that most of these campaigns are session extensions, designed to pick up where the visit left off. Triggers are marketing mandatories, but they are sort of the RSTLNE or owned marketing - just the start.

Meanwhile, those broadcast campaigns make for an easy punching bag. Low RPS (amongst other metrics) and resource intensive - the sheer act of getting mail out the door can be a slog.

Buuuuut... because audience sizes dwarf those automated campaigns, broadcast (or promo or window) campaigns typically carry a lot of water for your marketing program. 

And… minor improvements can lead to bigger gains too.

Here’s one path to finding those improvements:

>> Put the S in RPS

Most marketers know each campaign’s RPS by heart (within a few pennies). But, what is the revenue per segment? How did 1x buyers perform across those broadcast campaigns? Lapsing customers?

A campaign’s segment reporting is far more informative, because it shines the light on which segments over- or under-performed.

A segment view shows which messages re-engaged the most lapsed customers and which ones helped convert more active non-buyers

Just as you analyze every ad's performance to see what resonated to deliver more new customers, you should be looking at every email and SMS to see which one performed best across each segment.

If we’re serious about relevance, we also need to be serious about putting in the effort to make our least relevant campaigns more productive.

Earning your marketing stripes is about knowing the audience – so get into those broadcast campaigns and find what’s working.