Choosing the Right Triggers

The second consideration is deciding when to trigger each of your messages. Depending on your message, there are four primary ways you can trigger a campaign to your desired audience.  

  • Timer: The time trigger simply enables you to determine when to display your campaign, based on how long a visitor has been on your site. It could show immediately when a visitor lands, 10 seconds later, etc.

  • Scroll percentage: Show your campaign once a visitor has scrolled down your page a certain percentage.

  • Exit intent: This trigger is growing in popularity. Exit intent tracks your visitor's mouse movement, and if the visitor appears to be leaving or "exiting" your site, you can use that as a trigger for your campaign.

  • Tabs: Tabs, or other visual calls to action can be customized to fit in with your site layout, and when clicked, trigger your campaign to display. 

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So, how do you choose?  

As with any marketing initiative, it’s important to put yourself in your visitors’ shoes. If you were checking out your own site, when would you be most likely to respond to receive an opt-in invitation and not be turned off by the ask?  You need to find the right balance of not being too passive, but also not coming off like the aggressive car salesman who harasses you from the second you enter the showroom.


We find that the most effective marketers tend to run at least two campaigns at the same time to help find this balance. One is usually a general welcome or a sign up campaign and another is a separate campaign with exit intent. This allows you to tailor your message to the scenario your visitor is in.

And once you invest in more advanced audience targeting techniques, you can take that tailored message to a whole new level. Here are a few basic scenarios to think about, but again, you know your audience best and should try a few things to see what is most effective.