Automatically identify and reward your best customers

This article contains a use case based on the trigger 'New in target audience'* to find and reward your top customers with a multichannel promotion.

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

Make sure that you've created a target audience based on your definitions of “the best customer”. In this article, the criteria are an RFM score of 5-5-5. Read more about the RFM model here.

Entry conditions

First, you set the entry criteria which set which customers will enter the automation:

1. Click New automation and choose New in target audience.
2. Hover over the trigger and click on the pencil.
3. Scroll through the drop-down list and select the prepared target audience.
4. Set the criteria the customers must fulfill (e.g., “Reachable by email”) and start frequency (e.g., once per six months).

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5. Save by clicking OK.

Assign labels and promotion

To keep track of all contacts that have entered this automation, for the option to identify them in other communication, start off by assigning a label:

1. Click the plus sign and choose Activity.
2. Click Set label.
3. Scroll through the list of current labels or create a new one.
4. Save by clicking OK.

Next step is to assign the contacts a multichannel promotion:

1. Click the plus sign and choose Activity.
2. Click Assign multichannel promotion.
3. Scroll through the drop-down list and select the prepared promotion.
4. Save by clicking OK.

Communication

Decide on a prioritized channel: email or SMS:

1. Click the plus sign and choose Condition.
2. Search for the criterion “Reachable by [chosen channel]” and set it to ‘yes’.
3. Save by clicking OK.

Now, add the messages on the ‘yes’ and ‘no’ legs:

1. Click the plus sign and choose Activity.
2. Click Send email.
3. Select an email in the drop-down list or create a new one.
4. Save by clicking OK.
5. Repeat step 1 but choose Send SMS on the remaining leg.
6. Write your SMS and click OK.

Redeemed offer?

Wait for some time, like seven days, and see if the contacts redeem the offer. Apply these steps on both legs:

1. Click the plus sign and choose Time delay.
2. Set a delay for seven days month.
3. Save by clicking OK.

Now you should separate those that have used the promotion from those that haven’t. Apply these steps on both the email and SMS legs:

1. Click the plus sign and choose Condition.
2. Search for the criterion “Has used the promotion…” and select the promotion in question.
3. Save by clicking OK.

Send reminders

Those that have yet to redeem the offer should be reminded. Apply these steps on both the email and SMS legs:

1. Click the plus sign and choose Activity.
2. Click Send email.
3. Select an email in the drop-down list or create a new one.
4. Save by clicking OK.
5. Repeat step 1 but choose Send SMS on the remaining leg.
6. Write your SMS and click OK.

Finish by removing the label you set at the second stage, give the automation a clear name in Settings under the three dots in the top right corner, Save, and Activate the automation.

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