# How to Set Up Behavioural Trigger Campaigns in Your CRM
In the world of modern digital marketing, timing is everything. Behavioural trigger campaigns allow your Brisbane business to send the right message at the exact moment a customer is most engaged, leading to higher conversion rates and better customer experiences without you having to lift a finger manually.
By moving away from "blast" emails and toward automated, action-based messaging, you ensure your marketing feels like a helpful service rather than an interruption.
Prerequisites: What You’ll Need Before Starting
Before we dive into the setup, ensure you have the following ready:- A CRM with Automation Capabilities: Tools like HubSpot, ActiveCampaign, Mailchimp (Standard plan or higher), or Keap.
- Tracking Code Installed: Your CRM’s tracking pixel must be active on your website to monitor user behaviour.
- Defined Goals: Know exactly what action you want the user to take next (e.g., complete a purchase, book a consultation).
- Content Assets: Drafted email copy and any lead magnets or discount codes you plan to offer.
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Step 1: Define Your Primary Trigger Event
A behavioural trigger is an "If This, Then That" equation. You need to decide which specific action will start the automation. Common triggers for Australian small businesses include:- Abandoned Cart: A user adds an item to their cart but doesn't check out.
- High-Value Page Visit: A lead visits your "Pricing" or "Services" page more than three times in 48 hours.
- Content Download: A user provides their email to download a PDF guide or checklist.
- Inactivity: A previous customer hasn't opened an email or logged in for 60 days.
Step 2: Map the Customer Journey
Don't just send one email. Map out the logic. If they open the first email but don't click, what happens? If they click but don't buy, what’s the next step?- Screenshot Description: You should see a flowchart or canvas view in your CRM where you can drag and drop "Nodes" (actions) and "Connectors" (logic paths).
Step 3: Ensure Data Synchronisation
For behavioural triggers to work, your website and CRM must be speaking the same language. If you are running an e-commerce store on Shopify or WooCommerce, ensure the integration is active. Australian Context: If you are collecting data from Australian users, ensure your Privacy Policy is up to date and clearly states how you use tracking cookies for marketing automation to remain compliant with the Privacy Act 1988.Step 4: Create Your Segment or List
Most CRMs require you to create a "Dynamic Segment." This is a list that automatically adds or removes people based on their behaviour.- Go to your 'Contacts' or 'Audience' tab.
- Select 'Create Segment'.
- Set the criteria (e.g., "Visited URL containing /services/" AND "Contact Property: Lead Status is New").
Step 5: Draft Your "Hook" Content
Behavioural emails should be short and personal. Since the user just performed an action, your email should reference that action subtly.- Bad: "We saw you looking at our plumbing services page."
- Good: "Need a hand with a plumbing emergency in Brisbane? Here is a quick guide on what to do while waiting for a technician."
Step 6: Set Up the Automation Workflow
Navigate to the 'Automations' or 'Workflows' section of your CRM.- Click 'Create New Workflow'.
- Select your trigger (e.g., 'Form Submission' or 'Website Visit').
- Add a 'Delay' if necessary (sometimes sending an email 20 minutes after an action feels more natural than 2 seconds).
Step 7: Implement "If/Then" Branching Logic
This is where the magic happens. After your first email is sent, add a condition node.- Logic: Has the contact clicked the link in Email 1?
- Yes Path: Tag them as "Hot Lead" and notify your sales team.
- No Path: Wait 2 days and send a follow-up with a different subject line.
Step 8: Set Goal Exit Criteria
One of the biggest mistakes is continuing to send "Buy Now" emails after the customer has already bought. Set an 'Exit Condition' or 'Goal' for the campaign.- Example: If the contact's status changes to "Customer" or they reach the "Thank You" page, they should be immediately removed from the behavioural trigger sequence.
Step 9: Customise for Local Relevance
If you are a local Brisbane business, use that to your advantage. Mention local landmarks, local delivery times, or AEST time zones. This increases trust and proves you aren't just a global bot.Step 10: Test the Trigger Manually
Before going live, put yourself through the funnel.- Open an incognito browser window.
- Perform the trigger action (e.g., fill out the form).
- Check your CRM to see if you entered the workflow correctly.
- Ensure the emails arrive in your inbox (not spam) and look good on mobile.
Step 11: Activate and Monitor
Switch the toggle from 'Draft' to 'Active'. Monitor the 'Open Rate' and 'Click-Through Rate' (CTR) closely for the first 7 days. In Australia, a CTR of 2-5% is generally considered healthy for B2B, while B2C can see higher engagement for abandoned carts.---
Pro Tips for Success
- Don't Over-Automate: If a user triggers five different workflows at once, they will receive five emails. Use "Suppression Lists" to ensure a contact only enters one automated journey at a time.
- Personalise Beyond the Name: Use the data that triggered the email. If they looked at "Commercial Painting," don't send them a generic "Painting" email; show them commercial case studies.
- Watch the Clock: If your trigger is based on a physical action (like a store visit logged in CRM), ensure the email doesn't send at 2 AM AEST.
Common Mistakes to Avoid
Creepiness Factor: Avoid being too specific about exactly* what they did. "I saw you clicked that button at 3:02 PM" is unnerving. "We noticed you're interested in [Topic]" is professional.- Broken Links: Always test every button in your automated sequence. A broken link in an automated email can stay broken for months before you notice.
- Ignoring the ABN: Ensure your email footer contains your business name, physical address, and ABN to comply with Australian anti-spam laws.
Troubleshooting Common Issues
The trigger isn't firing:- Check if your tracking pixel is active. Use a browser extension like 'Tag Assistant' to verify.
- Ensure the contact isn't already in the workflow. Most CRMs prevent a contact from entering the same automation twice unless you enable "Re-enrolment."
- Check your domain authentication (DKIM, SPF, and DMARC settings). This is a common issue for Australian businesses using third-party CRM tools.
- Reduce the number of images and ensure your plain-text-to-HTML ratio is balanced.
- Some CRMs have a "sync lag" of 5-15 minutes between a website action and the CRM updating. If your trigger is time-sensitive, check your CRM's API settings.
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Next Steps
Now that your behavioural triggers are live, you can start looking at more advanced optimisations:- A/B Testing: Test two different subject lines for your trigger email to see which performs better.
- Lead Scoring: Assign points to users based on the behaviours they trigger.
- SMS Integration: For high-urgency triggers (like a booking confirmation), consider adding an SMS step to your workflow.
If you need help technicality-wise or want a professional team to map out your customer journeys, the team at Local Marketing Group is here to help. Contact us today to book a strategy session.