Glossary
Event-Based Marketing
Event-based marketing is a strategy where marketing messages are triggered by real-time customer events — such as a birthday, membership anniversary, missed appointment, or purchase milestone.
Why Event-Based Marketing Works
Event-based messages are inherently timely and relevant. A birthday offer arrives when the customer is already in a celebratory mood. A membership anniversary message arrives when they're naturally reflecting on their experience. This relevance drives significantly higher engagement and conversion rates.
Common Events to Leverage
- Birthdays and anniversaries
- Membership milestones (100th visit, 1-year anniversary)
- Missed appointments or declining visit frequency
- Contract or membership renewal dates
- Seasonal events (New Year, summer, back-to-school)
- Post-purchase or post-visit moments
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