“Hook” for the client. How triggered emails help your business

Smart automation can improve processes in any company, be it a retail or a grocery startup. Automation lends itself to a wide variety of tasks from data management to personnel management. But communication with clients still remains with a person – after all, he usually requires flexibility of thinking, which artificial intelligence does not yet have.

So it was with us. So far, the rapid growth of the company and the lack of personnel forced us to consider this task from a different angle. As a result, we have a trigger system. After analyzing its work, we realized that a robot can not only help a person, but in some cases completely replace him.

Scale issues

The company grew rapidly, and with it the number of customers increased. And gradually our managers stopped coping with the volume of calls. The interval from receiving an application to a welcome call has increased greatly, and in a highly competitive environment, this means the loss of a client.

We turned to statistics and realized that managers spend a lot of time processing questions of the same type from clients, which bring only 20% of the profit.

Based on this information, we set ourselves the tasks that need to be completed to solve problems:

  • Increase the speed of reaction to registration of a new user;
  • Optimize the processing of popular questions and requests of the same type.

It turned out that a machine could cope with such tasks. Therefore, instead of expanding the staff, we wrote the code and implemented it into our own product – this is how the trigger mailing system appeared.

Thus, the key factor for the creation of any automated system is the presence of the same type of routine tasks that do not require complex thinking.

If your company has such tasks, and their number is constantly increasing, it’s time to think about automation.

Initial acquaintance with the client through tandem work

The first task for automation was to increase the speed of response to registration. To do this, we wrote an event for which the robot makes a call immediately after registration – as soon as the card with the client’s number entered the CRM.

An additional advantage is that the call is made by our robot – so we not only show the client its value to us, but also immediately demonstrate the capabilities of the service.

Simultaneously with the call, the system sent an SMS with a link to a personal account and an email with company cases. This is not just an attempt to crawl into all the available slots, but two additional touch points that motivate us to use the product: another 15% of account deposits immediately after registration were brought to us by text messages.

Further, according to the scenario, the manager enters the “battle”: he receives a client from the robot, or calls back a new user on his own – for acquaintance and qualification.

With the help of a trigger system, the robot insures managers, giving them time to meet customers. Thanks to an automated event, it was possible to reduce the time from registration to a welcome call from half an hour to a couple of seconds. Promptness has a positive effect on the company’s reputation.

Optimization of work with different segments

During the qualification process, the manager assigns a specific segment to the client.

The further chain depends on the segment:

  • Segments A (high check customers) and B (clients with an average check) were assigned to the manager, as they required an individual approach.
  • Segment C (low-order customers) was pushed into the Autobot’s funnel as his tasks took up a lot of the manager’s time but didn’t generate much profit.
  • Clients were also transferred to the Autobot segment D (not making a purchase) to try to re-touch and withdraw in segment C.

So, immediately after the completion of the qualification, the robot unloads managers from the same type of requests. And managers devote more time to those clients who bring the company the main profit.

Warming up the client using a trigger system

It takes a new client of our service from 1 to 7 days to make a decision to buy – to top up an account. During this period, he should be surrounded by product information. To keep the client, managers spent a lot of time to answer all the questions that worried him.

As a result of the creation of the trigger system, this task for the customers of segments C and D passed to the robot. And now a chain of daily emails with instructions and lessons is automatically launched to their addresses.

Through these events, we not only educate customers on how to use the service – something that managers used to do – but we also win over those who doubt the value of our offer to our side.

If you do not remind yourself, one week will be enough for the client to completely forget about the existence of the company.

To prevent this after the end of the training mailing list, we set up about 50 events for our trigger system – reaction to payment, change of phone number, account status and others. For example, if the user is inactive for 7 days, he receives an SMS with information about the balance and a call to start the mailing, and after 30 days – a promotional code with a bonus.

In the general chain with the first touch, such mailings helped us to increase the activity of segments C and D by 10 percentage points in the first month after the launch of the trigger system.

Solving the problem of not calling

Despite the success of trigger calls, 70% of customers answered immediately. There were also those to whom neither the robot nor the manager could get through.

Therefore, in addition to calls, we included in the chain chatbot in whatsapp – a phone number is also attached to it, and the message opening rate is an order of magnitude higher than that of email.

This extra touch, tuned to the “not ring” event, attracts a few more percent of “lost” users.

Now this part of the trigger chain is under testing, so it is launched not using our algorithms, but through a widget in CRM. We tested the services Wazzup24 and Textback and decided to stop at the second one, because they work through the official WhatsApp API.

These control system add-ons allow any company without a large development team to set up their own trigger chains over any channel – text or voice.

In addition to the first touch, we also included work with clients – for example, case presentation and communication with a client.

This should help to subtly attract attention and also keep customers receptive to our offerings. The first results of this experiment are average – about 30% of the interlocutors answer us. As soon as we select the appropriate content, script and record a steady growth in the results, the chatbot will take over the processing of requests for segments C and D, and the entire chain will be embedded in the main code.

The future of the trigger system and general conclusions

Although we ran into some problems in the implementation of the system, it helped to speed up the interaction with the client, increase its effectiveness and smooth out errors due to the human factor. For example, a robot will never forget about a user and will send the desired message on time.

Now the system is triggered by user registration and continues after qualification. But in the long term, it should become the “entry point” for all new clients. The user will learn the principle of the service not after, but before registration – this will increase the amount of targeted traffic.

Such a chain will also help your business if:

  • You have many similar tasks related to requests from clients;
  • The number of applications is growing, and statistics show that the time for processing them has increased;
  • There is no time and money to hire and train new employees;

What is important to consider when creating an algorithm for your trigger mailing:

  • Select all the same type of events that can be automated – greeting, presentation, training, balance reminder, and so on;
  • Use different channels: variety – calls, SMS, email, chat bots – will allow you to reach and attract a large audience;
  • Do not skip segment qualification: mailings can increase the activity of segments C and D, but segments A and B, as a rule, require an individual approach.

Mailing lists can be implemented both in your main product, and you can customize them using ready-made services. And even if the trigger system does not bring you the expected growth in profit, it will at least become your insurance during the period of active growth of the company.

Cover photo: Shutterstock / ProximaCentauri1

Source: RB.RU by rb.ru.

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