How Contextual Advertising Works

Advertising in emails can be a tricky thing.

Include too many adverts in your emails and customers will be distracted, annoyed, and start looking for the 'Cancel Subscription' link.
Include adverts that are not relevant to their needs and interests, and you'll achieve the same devastating effect!

That's why TriggerText has introduced contextual advertising in its notification emailing service.

Contextual advertising is nothing new: since the early days of search, companies like Google and Yahoo have been serving up context-relevant adverts alongside searches.
However, including such 'intelligent advertising' in your email notification system was, until now, a complicated and cumbersome task.

Now, you can set your own criteria of when to include an advert in an email, and when not. The TriggerText engine, when creating each customer's notification email, then matches inclusion criteria with the email's content. The result: highly relevant and targeted advertising!

In this simple four-part wizard, we explain how TriggerText achieves this, so sit back and enjoy the power of contextual advertising!

Contextual Advertising In Emails - How It Works

Step 1: Template generation

To start with, a template is generated within TriggerText, based on your company's notification data setup.

The template sets out which fields will need to be captured (from your customers' side and from your side) to make notifications possible.

All elements of Triggertext templates can be completely customised to fit the nature of your company's products or services.

Templates can also be created in other languages (for example English, French, Spanish and German).

View Examples of TriggerText Contextual Advertising:

Harfield Village Nursery: Plant Nursery

Step 2: Add Advertisements & Stipulate Criteria for Inclusion Emails

To add adverts to a notification email, you log into the TriggerText admin zone. There, you can add adverts to be included in the emails created from the template, set up in step 1.

An advert can be an image, or plain text, and can be any size, although it makes sense to keep them small and unobrtusive.

When adding an advert, you indicate the criteria required to include the advert in a notification email.

The advert and the criteria for including it in emails, are then stored in TriggerText.

View Examples of TriggerText Contextual Advertising:

Harfield Village Nursery: Plant Nursery

Step 3: Event Generation & Matching - The Event Wizard

Based on the template created in step 1, your company then loads new events into Triggertext, either online (through a wizard) or through an import process.

The TriggerText matching engine then matches loaded events, with each advertisement's inclusion criteria.

Where the two match (and the inclusion criteria are satisfied), that advertisement becomes eligible to be included in any customer's email that contains this event.

Final Step: Sending of Emails

When customer notification emails are ready to be sent (which are generated through the following process), the TriggerText engine looks to see if any adverts can be included in that customer's email, based on the events they are getting notification on, and the advert's inclusion criteria.

View Examples of TriggerText Contextual Advertising:

Harfield Village Nursery: Plant Nursery

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