How can we automatically identify and reward our best customers?  

If you want to surprise your best members with an offer or an additional perk, without tracking them manually, it's a good idea to set up an automation that ensures you're targeting the right customers at the right time.  

Follow this step-by-step guide to set up marketing automation flows that covers:

  • How to use the trigger New in target audience* including recommended entry conditions
  • How to assign a label that enables tracking in other communication
  • How to assign a multi-channel offer
  • How to prioritize channels, where email is the first choice and SMS second
  • How to send a reminder to customers who haven't redeemed their offer
  • How to name and activate the automation

*This trigger will only include members who enter the target audience from the moment you activate the automation. Meaning, it will not include members that already fulfill the conditions. 

Before you get started with building the automation we recommend you do some preparatory work.

Preparations

  • Create a target audience based on what defines your best customers. In this case, we have used the RFM-criteria 5-5-5. Read more about the RFM model here

  • Create a multi-channel promotion. You need to have an integration with your POS or ERP system and Voyado to use multi-channel promotions. Read more here and contact your client manager if you have any questions

 

 

Step-by-step guide

1. Entry conditions 

Create a new automation and choose the trigger “new in target audience”.

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Define the rules by hoovering over the entry criteria and click on the pencil.

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How-to

  1. Select the target audience that will start this automation
  2. Toggle and define other criteria the member must fulfill. In this case, we will make sure they are reachable by email or SMS
  3. Enter the start frequency criteria, (how often/ many times the member can enter the automation). In this example, the contact can enter the automation 2 times a year
  4. Click OK.

The entry criteria is now done.

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2. Assignments

Set label

We want to track all members who have entered this automation since we also want to have the option to identify them in other communication. We therefore start off by assigning a label. Use the symbol + and the function Ad activity.

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How-to

  1. Choose Set label
  2. Decide which label you will use or create a new one
  3. Click OK.

 

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Assign multi-channel promotion

To reward these contacts we will assign them a multi-channel promotion.

How-to

  1. Use the + function and Add activity
  2. Choose Assign a multi-channel promotion
  3. Choose your multi-channel promotion
  4. Click OK.

(You need an integration with your POS or ERP system to use multi-channel promotions. Contact your client manager if you have any questions.)

 

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This is how the automation looks like in this stage:

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3. Communication 

Prioritized channels

First and foremost we will communicate to our customers by email. The entry criteria ensure that the rest of them are reachable by SMS.

 

How-to

  1. Use the + function and Add condition
  2. Search for the condition “reachable by email” – yes - click OK
  3. Click OK.

You can change the name on the splits (yes, no) by clicking on the symbol and change it to “Reachable by email” and “Reachable by SMS”.  

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Send email messages

We will now send emails to contacts that are reachable by email.

How-to 

  1. Use the + function and Add activity
  2. Choose Send email
  3. Choose an already existing email or create a new one
  4. Click OK.

 

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Send text messages

We will also send SMS to contacts who aren't reachable by email but are reachable by SMS.

How-to

  1. Use the + function and Add activity
  2. Choose Send SMS
  3. Create your SMS and name it
  4. Click OK.

 

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4. Redeemed promotion?

After 7 days we will follow up if the contact has redeemed the promotion. If not, we will send a reminder.

 How-to

  1. Use the + function and Add time delay
  2. Enter how long time after the send out you will wait
  3. Click OK.

Repeat these steps on the left hand side.

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We will now separate those who have used the promotion from those who haven’t.

How-to

  1. Use the + function and Add condition
  2. Search for the condition “has used promotion”
  3. Choose the one you assigned in the beginning - click OK
  4. Click OK.

Repeat the steps on the left-hand side.

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This is how the automation looks like in this stage:

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5. Reminders

We will send a reminder to contacts who haven’t redeemed yet

How-to

  1. Use the + function and Add activity
  2. Choose Send email
  3. Choose an already existing email or create a new one
  4. Click OK.

 

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Now we have finalized the automation and can remove the label from customers.

How-to

  1. Use the + function and Add activity
  2. Choose remove label
  3. Choose the used label
  4. Click OK.

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This is how the automation looks like in this stage:

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Name the automation

 

By clicking the dots in the upper right corner, you can change the name and a supplementary description for internal understanding. 

 

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The automation is now done and you can save and activate it.

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Curious about how to analyze the results of the automation? Read more here

 

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