Synerise enables to create automation scenarios which connect both; online and offline activities. Because of that offline trigger can cause online action and the other way round. Thanks to that we can create multichanneling communication with customers and take into account all activities, not only online behaviour.
- it enables to communicate with customers in many ways
- you can create advanced customers journeys
- you can take into account all your customers activities and build better automatization which help you to reach the customer in the specific time and channel – when the probability of purchase is the biggest
Special tool which can help you in creating marketing automation scenarios you can find in Automation category where you have to click Plus button on the top of the screen.
All customers activity can be described as event. It can be f.e. page visit, form filling, purchase or gaining scoring points also. Synerise analyses them and if a desired event occurs it can automatically perform the specific action.
Automation scenarios are called customer journeys this describes best that scenarios are made of steps which should be performed in a requested way. To add it to customer journey you have to drag and drop chosen trigger. When you click every trigger you can add additional conditions to every trigger.
Next you can create automation and finally action. Every stage: trigger, automation and action can be online or offline activities. You are able to mix them – one trigger can activate online or offline action.
Among trigger we have:
- segment event (automation for all customers which are currently in specific segment or for all who enter this segment in the future)
- form submitted (you can choose the form)
- field changed (automation only for users who has or has not the specific value or content in chosen field f.e. they have birthday on 2nd July, their loyalty card is active, they have bought products for more than 200 EURO etc. moreover you can add here more conditions)
- visited page (you can add certain URL)
- custom event (if customer triggers your custom event eg. hits play button)
- tag (if a customer will be tagged or a tag will be removed from him)
Your journey can have many triggers with OR logical operator, it means that the same journey will have several starting points, e.g.: Both customers who are in Segment Event or Form Submitted will start the journey.
Conditions describe steps customer has to perform to finish the journey. Synerise Automation works sequentially and all steps are required. You can choose conditions from the following:
- check e-mail status (checks customers actions towards a specific email campaign. If it was sent, opened, clicked, bounced. It can be used only with campaigns that will be sent after running the journey)
- check push message status (checks customers actions towards a specific push campaign. If it was sent, opened, clicked, bounced. It can be used only with campaigns that will be sent after running the journey)
- visited page (you can add URL)
- visited mobile app screen (you can choose the specific screen from the mobile app)
- has submitted form (choose the form)
- is in segment (choose the segment)
- has visited location (choose the location)
- bought product (any or pecific product or products)
- product added to card (any or pecific product or products)
- custom event (checks if customer performed your custom event eg. hits play button)
- tag (use this to check if a tag was added or removed from a customer)
Conditions are events that must happen to activate the Action. You can have as many Conditions as you want. Automation is smart and if your customer performs a lot of events automation will analyse them along with time when they occurred, so there is no fear of loosing data. Some Conditions can have a if yes/ if not relations with others which means you can have two paths in one journey.
Some Conditions can have if yes/ if not relations with other Conditions and Actions. This allow you to make different paths in one journey, for e.g. email somebody that added a specific product to cart or send a SMS if not.
Last step of every journey is an Action, what should happen at the finish. You can have several Actions in one journey. You can choose from following actions in synerise:
- send email (choose the email template)
- send push message (choose the push template)
- send SMS (choose the SMS template)
- send coupon (send an email with a coupon. Chose email template from campaign templates list – the template should be a coupon template)
- add tag (add tag to customers who finished the journey)
- update field (change the value or content in specific field for users who finished the customer journey)
- delay (wait for a period of time and then check if something happened within that period)
- sleep (ignore events for a set period of time. Automation will analyse events which will happen after this time ends)
- dynamic content (display pop-up or dynamic content on the site or mobile app)
When a customer finishes a journey, he or she can do it again if they fire the Trigger once more.
If you want to modify a created and running journey you should stop the active one, copy it and start again. Modifying running journeys may cause problems with data analysis which can occur with for example sending too many actions to customers. Remember that automation does not taking into account archival data. Before starting the journey make sure that all templates are ready and all pages and forms are working.
To start a customer journey choose the trigger, condition and action (you can choose more than one or set the few different ways – online or offline – to final action). Choose the relation between them (if yes/if not) and click save.
Example can look like below (trigger: all customers from the segment “women”, condition: visit in specific offline store and have bought any product, action: automatic push message with promotional coupon whn they will exit the store).
- Sending automatic messages after specific customer’s action
- Sending personalized messages with dynamic content
- Sending automatic message to customers after specific activity
- Automated emails with products from abandoned shopping cart
- Automated SMSes with products from abandoned shopping cart
- Connecting online with offline channels of communication with customers
- Personalized messages based on customers activity
- Rewarding customers in loyalty programs
- Measuring the effectiveness of lead generation channels
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- Take 5 steps to implement marketing automation in your business!
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- The right customer, time and place – what is omnichannel marketing?