Success Insights: Marketing Cloud - Why Use Triggered Sends?
|Knowledge Article Number||000231387|
|Description||Speed is of the essence for a digital marketer. And often there are scenarios in which you need to send a message immediately to a subscriber after they take some sort of action. Whether it’s a welcome message, an order confirmation, an registration confirmation or potentially a cart-abandonment email, utilizing the Salesforce Marketing Cloud’s Triggered Sends functionality can help deliver this time-critical messages to your subscriber’s inbox.
But why use Triggered Sends, as opposed to merely having your development team create an API-based send? The primary benefit of using the Triggered Send mechanism is that it leaves the trigger – the API call into the Marketing Cloud – in the domain of the development team, but allows for the marketing team to control the message.
Here’s how it works: your development team will create an API call into the Marketing Cloud that references a particular Triggered Send definition. Then the Marketing Cloud will execute whatever is in the Triggered Send definition. The marketing team is then able to define what message to be sent, with what subject line. You can pause the Triggered Send, swap out content, and then restart the Triggered Send if desired.
In short, your development only has to write a single API call, and the marketing team doesn’t have to wait on the development team in order to test different versions of emails, or swap out copy based upon seasonality or business shifts.
As you go to create different Triggered Sends, keep the following best practices in mind: