The most widely used marketing channel for event-based marketing is email, but to achieve the most effective marketing campaign it is advised to make use of several channels. Many companies today claim that they already use event-based marketing, which in its simplest form, probably is also the case. An example would be when a customer signs up for its newsletter, and a welcome email is triggered. Also, many companies  use event-based marketing when a consumer buys a product and subsequently they are sent a confirmation email. But event-based marketing potential goes beyond these examples.

An example of more sophisticated event-based marketing is when a customer hasn’t visited a certain website for a longer period. This will trigger a contact to the customer where the customer is asked about the reasons for the lack of activity. If the customer on the other hand has just visited the website, an email can be trigged that is based on what the customer has been looking for. Changes in the customer’s life, such as moving, birthdays or children leaving home, are also examples of behavioral events, which the company can use to contact the customer. Event-based marketing is also effective in terms of cross-and upsell.