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Automation rule components – Triggers, Actions, Conditions

Marketing automation makes managing your marketing campaigns and keeping in touch with your prospects simple. Automation rules help to perform certain marketing and sales actions based on criteria that you specify. By this, you can make your work more efficient.

Benefits
  • by connecting with your customers you can increase their engagement and retention, bring back lost customers or offer highly targeted offers based on the past behavior for every customer
  • you’ll always get the right message in front of the right person, and at the right time to increase probability of purchase.
  • you’ll create targeted and effective marketing campaigns quickly and easily, which will save your time.

Synerise solution

Create a new rule

Synerise enables to create complex customer journeys, with easy drag&drop creator. To do it select Automation module click Plus button next to Journeys from the menu on the left. You’ll see an empty board with the component panel on the left – Triggers, Conditions, Actions.

Adding, removing and editing components

To add rule component simple drag chosen one and drop it in the board. To remove a component click on it once and select close (X) button which will appear near to it. Every component you add on the board (with the exception of Now trigger) is editable. To edit it double-click it to open respective edit window, enter proper values and save the changes you have made by clicking the Save button. Note that this only saves the changes for the edited component, not for the whole automation rule.

Connecting components into a path

To create a meaningful automation rule components must be connected into a flow. To do it link components by connecting their endpoints. Customers will pass through this path starting from a Trigger (e.g. Visited page) to Condition (e.g. Add tag) and finally into Actions (e.g. Send SMS).

Automation rule components

In this section we will talk about various components that you can use to create your own custom journey – it is a combination of different Triggers, Conditions and Actions. In every rule there should be a Trigger and at least one Action.

TRIGGERS

First we will discuss different types of Triggers, which starts customer journey.

  • On date – it will start the journey for all customer at the specified time and date.
    • Common usage is executing a one-time rule sometime in the future, e.g. sending a newsletter, adding tag to customers.
  • Now  – at the moment of the execution Now trigger will stream all customers (present in your base at the time) into the journey.
    • Common usage is executing a one-time rule immediately, e.g. sending a coupon to all customers.
  • Repeat – it will stream all customers to the customer journey repeatedly based on the specified time condition; you can set e.g. daily/weakly/monthly repeat.
    • There are many usages for the repeated rule such as: reactivation of inactive customers with special promotion every month, or sending periodical newsletter with company’s updates, like new blog post.
  • Event – it will start journey for all customers with particular custom event of your choice. You can send to Synerise events dedicated only to your business profile. Examples of custom events:
    • Form submitted – it will start the journey for all customers who’ll fill a form – you can choose specific form name or device/browser/operating system on which it has to be filled. With this trigger you can e.g. send an email o customer after registration, or ebook after filling a form.
    • Visited page – it will start the journey for all customers who’ll visit your webpage – you can choose specific page which has to be visited or device/browser/operating system from which customer has to come to this page.
    • Tag – it will start the journey for all customers to whom particular tag will be added or from whom it will be removed. You can add tags to people imported from external database, so you can prepare for them special customer journey.
  • Field changed – it will start the journey for customers whose data in your CRM will be changed.
    • You can use this trigger i.e. when someone moves to the new city and send him invitation to the local store
    • With this trigger you can i.e. display different content on your webpage depending on which pages customer visited.

CONDITIONS

Conditions are not obligatory in your automation rule but they definitely help preparing the best customer experience.

  • Event – this condition narrows automation to customers who will have particular custom event, because you can send to Synerise events dedicated only to your business profile. Examples:
    • Visited page – this condition narrows automation to customers who will visit particular webpage, or who will do it from particular device, operating system, browser, referrer source, or mobile/desktop source.
    • Has submitted form – this condition narrows automation to customers who will submit particular form, or who will do it from specified device, operating system, browser, referrer source or from mobile/desktop.
    • Has visited location – this condition narrows automation to customers who will visit your chosen location or who will do it in particular time.
    • Bought product – this condition narrows automation to customers who will buy particular product indicated by SKU, product from specified category or in defined price. In this condition you can also set from which device, operating system, browser, referrer or source (mobile/desktop) product have to be bought.
    • Product added to cart – this condition narrows automation to customers who will add product to cart – it can be any product, specific one or product from particular category.
  • Client filter – this condition narrows automation to customers who fit to set filter, e.g. it can be sex, city, company, country, creation date etc.

ACTIONS

As customers pass through the rule they can enter Action components like:

  • Email alert – thanks to this condition, you can get an email alert, which will inform you that your customer perform chosen action.
    • E.g. you can get email notification every time someone fills your form.
  • Send email – it sends emails to your customers, you need to choose it from the list so remember that first you have to prepare the email template in Synerise Campaigns. You can send emails to all customers who has marketing agreement.
    • It can be used i.e. to send customer who bought particular product, different related product with discount.
  • Mobile-push – if you have mobile application this action allows you to send push message to your customer. Remember that first you need to prepare push message templates in Synerise Campaigns.
    • Push messages are great i.e. to welcome your customers who visit your store, or to invite by discount those who pass it by.
  • Web-push – with this automation you can send web-push messages to your customers.
    • You can send it to all customers who visit your website, or to segment of customers – e.g. those who add product to cart.
  • Send SMS – sends SMS to customers who left you their phone number and have marketing agreements, but first you need to prepare SMS template in Synerise Campaign.
    • You can use SMS i.e. to inform customers about discount or to send them birthday wishes.
  • Send coupon – it sends coupon to your customers; remember that first you need to prepare coupon in Campaign module.
    • You can use coupons i.e. to reward the most loyal customers.
  • Chat message – you are able to automate chat message sending. When you double click this action you can write your message which will be displayed in chat window.
    • It can be used i.e. to welcome your customers when they visit particular webpage.
  • Add tag – this action ads tag to customer in particular automation rule. Previously you need to prepare customer tags in Settings.
    • It’s useful to differentiate customers who participate particular automation rule, e.g. you can add tag to customers who will download you ebook.
  • Update field – when you use this action in automation rule, it will update customer’s information in his profile. You just need to choose which filed has to be changed and for which value.
  • Delay – this action delays the next step in automation. You can choose number of minutes, hours, days, weeks, or even months for how long this automation has to be delayed.
    • It’s very useful e.g. when you want to send welcome email to customers who entered to your database, but you want to do it 15 minutes after their resignation.
  • Sleep – this action stops automation rule for defined period of time – minutes, hours, days, weeks, or even months. During this time none of event will be tracked by this automation rule.
  • Webhook – this action informs other external system that sth has happened.
  • Dynamic content – this action allows to display dynamic content or popup to customers who take part in this customer journey.
    • You can use it to show only chosen group of customers a popup when they visit particular webpage.
  • Scoring – this action can result in adding a scoring to your customers profile.
    • This involves assigning points to customers for taking specific actions. It is based on customer behavior and their interests in products or services.
  • AB Split – with this action you can make AB test of your customer journey. You are able to prepare 3 different actions for 3 control groups, to see what works the best.
    • You can check e.g. which message – email or SMS – converts better.

Additional information

To find customers matching to the triggers Form submitted or Visited page and conditions: Check push message status, Visited mobile app screen, Visited page, Has submitted form, Has submitted form, Has visited location, Bought product, Client filter, you can choose from numerous of operators:

exist – event parameter has to exist, regardless its value;

not exist – event parameter has not to exist, regardless its value;

equal – event parameter has to be equal to the entered value;

not equal – event parameter has to be different than the entered value;

contains – event parameter has to contain the entered value;

doesn’t contain – event parameter has not to contain the entered value;

starts with – event parameter has start with the entered value;

ends with – event parameter has end with the entered value;

greater than – event parameter has be greater than the entered figures;

lower than – event parameter has be lower than the entered figures;

greater than or equal – event parameter has be greater than or equal to the entered figures;

lower than or equal – event parameter has be lower than or equal to the entered figures;

between – event parameter has to be between two entered figures;

matching regular expression – event parameter has to match regular expression.

 

 

 

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