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From your perspective, we’ll examine the decisions that impact your work and your results. You’ll be expected to use data and tools. You’re primarily responsible for campaigns and conversion. We’ll try to bridge the gap for you. Because these decisions are crucial.
Who knows about—or uses—webhooks?
A user fills out an online form or lands on a conversion page on your website. You want to use this moment to immediately launch a follow-up campaign, send a confirmation, or display personalized content. In all these cases, you can use a webhook.
The use of webhooks as a link between systems is rapidly gaining popularity. With a webhook, you can have a so-called “trigger event” in one source immediately followed by an action in another application. Such a trigger moment is often an action taken by a customer or prospect. Webhooks are extremely useful for quickly implementing marketing campaigns in a relatively simple way. You literally “hook” them into a source by adding some code. A major advantage is that a webhook responds as soon as the action occurs. Other APIs “check” at regular intervals to see if any actions have taken place, which works fine but is slower.A major advantage of webhooks for marketers and other business users is that you can largely set up the follow-up yourself (for Ternair users: in Campaign), and if you can use an integration platform like Zapier, it’s even simpler. For APIs and other web services, this is usually more complicated for business users.
Why is it important?
Key success factors for your campaigns include speed, segmentation, and attention to detail. What is the goal of your campaign, and what is therefore crucial?Just as every campaign has its own goal, every linking technique is designed with a specific purpose in mind. Often, you can choose from multiple linking options. However, there is a possibility that your campaign’s crucial success factor (see table below) is not optimally supported by your setup. Or that one campaign interferes with another.
Campaign Objective | Success Factor |
Sending a login code after it has been requested online | Speed |
Identify customers and make personalized offers based on multiple customer data points | Segmentation |
Enrich data daily based on new information | Diligence |
When does it go wrong?
If a webhook “triggers” an order confirmation email from your campaign tool, it doesn’t always have to reach the user within a few seconds. But when a login code is requested online or personalized content needs to be displayed, every millisecond counts!Precisely because they are relatively easy to use and can be managed within the campaign tool, webhooks are used for all kinds of campaigns. That’s not a problem in itself. However, there is a consequence. If speed is important, there must be sufficient capacity available to process a large number of webhooks in a short period of time. Large numbers of segmentation variables (Ternair users: selection blocks in Campaign behind a webhook, for example) or dependencies on external sources affect speed. This creates a queue of actions that need to be processed. As a result, one campaign can get in the way of another. And there goes your speed. The login code, which needs to reach the user within a few seconds, has to travel too long a “route” or ends up in the queue.
What is the solution?
Choose the structure of your campaign and the integration that best fits your goals.Use the decision tree below.Webhooks Decision Tree:
