Understanding how and when to use Action Based Messaging, or ABM, starts with knowing what ABM is. ABM is a process that allows you to send follow-up messages to an initial campaign based on the action that they take. An action-based message is automatically sent to the recipient in response to their action. For example, if the reader clicks on a link for more information, they might receive a follow-up message that asks if the link they were taken to provided the information they needed or if they have additional questions.
ABM is an effective tool to follow-up with readers, automatically customize messages based on their response, and increase the success of a campaign. So, why isn’t ABM used in every campaign? The simple answer is that it doesn’t fit every campaign. ABM works best when there is a strong call to action and the opportunity to customize the follow-up messages....
Tags: tracking

