Always on: Best practice
Set up once, before or at launch, and keep running in the background: unlike the activation channels, which need ongoing content, always-on channels mostly need to be built correctly once and then monitored.
Cross-cutting principles
Trigger-based, not scheduled
Always-on channels react to what a customer actually does (an application started, a payment missed, a notification state changing), not to a calendar. That's what makes them "always on" rather than another send-out to plan.
Set up once, then leave it running
Unlike the activation channels, these don't need fresh content every month. The work is in getting the triggers and copy right once, then checking in periodically rather than producing something new on a recurring basis.
Monitor, don't rebuild from scratch
Once live, the job shifts to watching performance and adjusting triggers or copy that aren't working, rather than reworking the whole flow. See Marketing automation for how the underlying loop is structured.
How much, by level of ambition
What's expected under always-on specifically, at each of the four launch packages.
Bare Minimum
No budget- · Marketing automation
Standard
No–low budget- · Marketing automation
Growth-Oriented
No–low budget- · Marketing automation
- · Customer support informs all customers when in contact
Big Boom
Medium–high budget- · Marketing automation
- · Customer support informs all customers when in contact