In order to welcome new members to your loyalty base, you can use marketing automation to pay attention to and activate your new members into the customer lifecycle. This is a good start for a good relationship.
This article covers how to set up a marketing automation based on the trigger New contact registered.
Entry criteria
First, you set the entry criteria which set which customers will enter the automation.
1. Click New automation and choose New contact registered.
2. Hover over the trigger and click on the pencil.
3. Select what contact type to include in the automation.
4. Set what other criteria the customers must fulfill (e.g., a specific “Reachable by email” or “Reachable by SMS”).
5. Save by clicking OK.
Assign label and multichannel promotion
You should track all contacts that have entered this automation, since you also want the option to identify them in other communication. Therefore, 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.
Now, try to activate your new members by assigning them a multichannel promotion:
1. Click the plus sign and choose Activity.
2. Click Assign multichannel promotion.
3. Scroll through the list and select your promotion.
4. Save by clicking OK.
Communication
Decide if you want to set email or SMS as the primary communication channel. Then add a conditional split.
1. Click the plus sign and choose Condition under Splits.
2. Search for the criterion “Reachable by email” and set it to “yes”.
3. Save by clicking OK.
The customers that are not reachable by email will receive an SMS instead.
Add an email on the “yes” branch:
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.
Add an SMS on the “no” branch:
1. Click the plus sign and choose Activity.
2. Click Send SMS.
3. Write an SMS.
4. Save by clicking OK.
Redeemed promotion?
Follow up on how many of your customers that end up redeeming the multichannel promotion among both the email and the SMS recipients. First, decide how long you’ll wait before you send a reminder.
1. Click the plus sign and choose Time delay.
2. Set how long time that shall pass before the reminder.
3. Save by clicking OK.
4. Repeat on the remaining branch.
To separate the ones that did redeem the offer from those that haven’t with a new conditional split.
1. Click the plus sign and then Condition.
2. Search for the criterion “Has used the promotion…” and select the promotion in question in the drop-down list.
3. Save by clicking OK.
4. Repeat on the remaining branch.
Reminders
Send a reminder to the customers that have yet to redeem the promotion.
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 on the SMS branch but chooses Send SMS in step two.
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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