3 types of lifecycle triggers (and how to reach customers with this data)

Trigger marketing is all about relevance — getting the right message in front of the right people at the right time. Consumers and businesses that are in a state of transition are much more likely to seek an opportunity to change providers or buy new products. Therefore, trigger marketing is a great way to acquire new customers and present a unique cross-sell opportunities to those clients in that transition state.

Types of lifecycle triggers

At Deluxe, we think about the lifecycle triggers in three different categories:

1. Lifestyle

Lifestyle triggers is exactly what it sounds like: It's a major change in life. Lifestyle triggers include those who are newly married, newly engaged, newly single, newly graduated (high school or college), newly parents and expecting parents.

2. Household

Household triggers includes new movers, which is our biggest category of triggers with about 900,000 new movers each week. It also includes pre-movers (those who have either listed their home for sale or are in the contract phase), new homeowners and household composition changes, which occur when someone either enters or exits the household and the number of individuals in that household changes.

3. Enterprise / business

Enterprise triggers includes new business owners, new home businesses, relocations and young professionals. Since 2020, business applications have shot up for both all businesses in general, and for high-propensity businesses (those expected to have employees and payroll). There are roughly 150,000 new business filings each week, with the biggest increases in the categories of retail and warehouse management.

When this data is combined, about 2.5 million unique households per week generate triggers signaling they are experiencing some sort of lifecycle transition.

How to reach customer with lifecycle trigger data

The financial services industry has long used lifecycle data from consumers and businesses to promote services like new account openings and lines of credit. But lifecycle trigger information is also a relevant solution for many other industries.

Customers undergoing lifecycle events are more open to switching providers or needing new products across all areas, including telecom and utilities, restaurants and online grocery stores, office supply companies, big box furniture stores, electronics and software companies, and more.

Examples of lifecycle marketing moments

Customers undergoing lifecycle events are more open to switching relationships or needing new products. Here are some use cases:

Account retention and acquisition

During key life moments, banks can use triggers to retain relationships (such as when newly weds with separate bank accounts are seeking to merge) or seek new ones (like a new business needing a checking account or an equipment loan).

New mover hook-ups

Both new businesses and new movers are likely setting up utility connections and internet access at their new space; pre-movers are likely considering these steps, too.

Fresh neighborhood finds

Restaurants and cafés can attract customers who have recently moved to the area with new mover trigger marketing.

New baby needs

Expectant mothers have unique product needs, and new families are often buying from brands they've never shopped with before — making it a great opportunity to introduce yourself.

Office opportunities

Whether in a commercial space or at home, the moment new business owners are setting up their office space marks a great opportunity to get in the door first. Big box furniture stores, office supply stores, software providers and electronics companies can all take advantage of this moment in time.

Recent grad needs

New high school graduates are likely in need of dorm furniture, while recent college graduates might be shopping for their first apartment.