Perfecting the Post Purchase SMS Automation, feat. @jonesroadbeauty
Summary
TLDRIn this engaging video script, the presenter explores Jones Road Beauty's sophisticated SMS post-purchase automation strategy, likened to Doctor Strange's foresight of all possible outcomes. The script offers a simplified guide to creating a post-purchase automation for a hypothetical product, 'Pete Davidson nuggets', emphasizing the importance of customer education, personalized follow-ups, and leveraging purchase moments for customer retention and engagement. The example illustrates how to automate messages at different stages of the customer journey, from order confirmation to feedback requests, and tailoring responses based on customer input.
Takeaways
- 🤖 Automation is a powerful tool for post-purchase engagement, as demonstrated by Jones Road Beauty's extensive SMS strategies.
- 🛒 The script outlines a process for setting up a post-purchase automation, starting with an 'order created' trigger event.
- 🏷️ It's important to filter messages for specific products, like the hypothetical 'Pete Davidson nuggets', to personalize the customer experience.
- 👤 Additional subscriber filters can be applied, such as targeting first-time buyers to avoid redundant messaging.
- ⏱ Setting a delay in the automation can prevent overwhelming customers immediately after their purchase.
- 📝 The first message in the automation sequence should thank the customer, reassure them of the order's progress, and offer support.
- 📚 Educating customers about their purchase with follow-up messages can enhance product adoption and customer retention.
- 📅 Scheduling a second message for two days later can provide product tips and prepare customers for the arrival of their order.
- 🔍 A final follow-up message after the product has been received can request feedback and encourage user-generated content.
- 📊 Using event splits to categorize responses allows for tailored messages based on customer feedback, enhancing personalization.
- 💡 The example given illustrates the potential to use customer feedback for product improvement and to suggest related products or offers.
Q & A
What is the main focus of the Jones Road Beauty's automation strategy discussed in the script?
-The main focus is on SMS post-purchase automations that account for all possible scenarios, similar to how Doctor Strange sees all future outcomes in the Marvel movie.
What is the purpose of the automation being modeled in the script?
-The purpose is to build a simple post-purchase automation that takes advantage of the moment a subscriber commits to purchasing a product.
What trigger event is selected for the automation in the script?
-The trigger event selected is 'order created'.
What specific product is the automation targeting in the script example?
-The automation targets customers who have purchased a hypothetical product called 'Pete Davidson nuggets', which are plant-based chicken nuggets shaped like celebrities.
How does the script suggest filtering subscribers for the automation?
-The script suggests adding a trigger filter for 'line item product ID' and subscriber filters such as 'number of orders equals 1' to target first-time buyers.
Why is a delay set in the automation after the order is placed?
-A delay is set to 15 minutes to avoid overwhelming the customer immediately after checkout and to provide a more thoughtful post-purchase experience.
What is the content of the first message in the automation?
-The first message thanks the customer for their purchase, reassures them that their order is being processed, and offers support in case they have any questions.
What is the purpose of the second message in the automation?
-The second message, sent about 2 days after the first, is meant to educate customers about the product they have received and what to expect.
What are the 'Pro tips' provided for the Pete Davidson nuggets in the script?
-The tips are humorous and include dipping the nuggets in mayo, letting them rest for at least 3 minutes after baking, and not looking them straight in the eyes.
What is the goal of the follow-up message sent after the product has arrived?
-The goal is to ask for feedback, potentially get user-generated content, and promote related products based on the customer's response to the message.
How does the script suggest segmenting responses for further communication?
-By using an event split in the flow to message subscribers based on their responses to a satisfaction poll, allowing for tailored messages to each group.
What is the final message in the automation asking for customer feedback?
-The final message asks if the Pete nuggets satisfied the customer and provides options A, B, and C for feedback, with a follow-up for those who did not respond or qualify for any of the above.
What is the overarching strategy of the automation discussed in the script?
-The overarching strategy is to capitalize on the purchase to thank the customer, educate them about the product, keep them updated on the order status, and offer customized solutions based on their interests for potential follow-up purchases.
Outlines
🤖 Building a Post-Purchase Automation Strategy
This paragraph introduces the concept of creating a post-purchase automation for SMS, inspired by Jones Road Beauty's comprehensive approach. The speaker aims to build a simplified version to capture the moment a subscriber commits to a product. The example given is an automated message sequence for customers who purchase plant-based chicken nuggets shaped like celebrities, specifically 'Pete Davidson nuggets.' The automation is triggered by an order creation event and includes filters for first-time buyers to avoid redundancy. A delay is set to avoid overwhelming customers immediately after purchase, and the first message is a thank you note with an offer of support. The strategy includes follow-up messages that educate customers about their purchase, using humor to illustrate the process.
📈 Leveraging Customer Feedback for Product Improvement
The second paragraph discusses the importance of leveraging customer feedback to improve products and offers. It builds on the previous automation strategy by suggesting a follow-up message 10 days post-delivery to gather user opinions. The message includes a poll with options for customers to express their satisfaction level, and based on their responses, the company can further engage with personalized messages. The example given is a playful scenario where customers can respond if the nuggets were too salty, too umami, or just right. The company can then tailor responses or offer related products based on the feedback, demonstrating a strategy that not only thanks the customer but also educates them and seeks to understand their preferences for future engagement.
Mindmap
Keywords
💡Automation
💡Post-purchase Automation
💡Trigger Event
💡Subscriber Filters
💡Product ID
💡Delay
💡Customer Education
💡Feedback
💡User-Generated Content
💡Event Split
💡Personalization
Highlights
Jones Road Beauty's SMS post-purchase automations are described as comprehensive, covering all possible outcomes.
The aim is to create a simple post-purchase automation that leverages the moment a subscriber commits to a product.
The automation is modeled after Jones Road Beauty's strategy, albeit in a simplified form for clarity.
Order creation is chosen as the trigger event for the automation.
A specific product, 'Pete Davidson nuggets', is used as an example for targeting customers who have made a purchase.
Trigger filters are added to ensure the message is sent to customers who bought the specified product.
Subscriber filters are used to target first-time buyers to avoid redundant messaging.
A delay is set for 15 minutes post-checkout to avoid startling customers with immediate messages.
The first message thanks the customer, reassures them of the order's progress, and offers support.
A second message is planned for 2 days post-purchase to educate customers about their product.
Product tips are provided in a humorous way to prepare customers for their order's arrival.
The importance of customer education for product adoption and retention is emphasized.
A follow-up message is planned for 10 days post-delivery to gather customer feedback.
The feedback mechanism includes a poll with options to gauge customer satisfaction.
An event split is used to tailor responses based on customer feedback.
Different branches are created for various customer responses to customize the follow-up.
The strategy aims to capitalize on the purchase to thank, educate, and offer customized solutions to customers.
The approach is designed to keep customers updated and offer potential follow-up purchases with special offers.
The transcript concludes with a teaser for the next episode featuring flux Footwear's revenue growth strategy.
Transcripts
[Music]
Jones Road Beauty's automation game is
intimidating to put it lightly oh my
gosh you remember that Marvel scene
where Doctor Strange sees all three
billion future possible outcomes I think
Jones Road Beauty did the same thing
with SMS post purchase automations
because everything is accounted for in
there but today we morals are going to
try to build a simple post-p purchase
automation that takes advantage of that
moment a subscriber says I do to one of
our
products so I'm going to model this
automation after one of Jones Road
Beauty's postp purchase flows again this
is going to be kind of a reductive
version of it to keep things uh flowing
here but let's take a look at how they
do it so for our automation properties
this time I'm going to select order
created as our trigger event um and
let's say we want to message customers
who have purchased a specific product of
ours today I'm selling my plant-based
chicken nuggets that come in the shape
of celebrities and I'm texting customers
who have bought my Pete Davidson nuggets
so I'm going to add a trigger filter for
line item product ID and enter the
hypothetical product ID number for those
Pete nuggets note that my trigger will
not save here because this product ID
number is not real so now we can also
add some subscriber filters to um if
this flow is specifically for firsttime
buyers for example we could say number
of orders equals 1 to make sure that we
aren't sending redundant messaging to
customer who are returning um and we
could play with many more filters but
for now let's just move along we're
going to set a delay here to 15 minutes
just so that we don't give customers a
jump scare the moment they hit
checkout um and then let's draft that
first
message thank you for taking the Celeb
nugget
plunge Pete was a phenomenal Choice hang
tight as we get your order on its way
and text us if you have any questions so
we thanked them uh reassured them if the
orders on the way and we've offered some
support in case they have any questions
about their Pete nuggets so now we're
going to follow Jones Road Beauty's
example and set another message to go
out about 2 days after this initial one
this is in that window where the order
has not arrived but might be shipping or
still processing and this is where they
really shine um this is a chance to
educate customers about the product they
have received let's write a text that
prepares our customers for their product
and what to expect your spicy
plant-based Pete Davidson protein
nuggets are in route here are some Pro
tips for the uninitiated one dip these
bad boys in mayo two let these puppies
rest for at least 3 minutes after
pulling them from the oven and three
don't look them straight in the eyes
Okay obviously this product is
ridiculous but I'm trying to get the
example out here so in this text we have
acknowledged that the order is coming we
have prepped our subscriber for Success
the minute the mailman rings that
doorbell by educating them about the
product and while my tips here are
pretty terrible Jones Road Beauty talks
about how crucial this step is um in
terms of customer education for both
product adoption and customer
retention we're going to add one more
layer to my plant-based nugget
cake yeah that's also a product coming
out soon let's follow up with one more
message after the Pete nuggets have
arrived at their doorstep so let's set a
delay for 10 days just to be sure that
the product is in hand who knows there
may be some shipping delays maybe they
paid for the snail
mail and now is our chance to ask for
some feedback maybe get some user
generated content and plug some related
products based on how they reply to this
message so here's what we're going to
say be honest did the Pete nuggets
satisfy let us know your thoughts a too
salty B too umami
or C just right now we can add an event
split in our flow to message subscribers
based on their responses to the above
question if you caught our episode or
Playbook with graza you're going to
recognize this song and dance so we're
going to add a wait for event split and
choose subscriber
response and in the body we're going to
have contains our a answer for our a
group I'm going to add a couple branches
here for our B group I will say message
body contains either b or the answer
let's say two Umami is their answer um
and then for our C group we'll have
contains C or contains just
right and then for D we're going to
leave this as the default did not
respond or didn't um qualify for any of
the
above so now what we can do and I'm not
going to do it in this video for the
sake of time is is we can tailor a
message response to each of these groups
based on how they reacted to our little
poll um maybe if they thought these
nuggets were too salty we could suggest
something a little more mild maybe a
little sweeter something like the Taylor
Swift nuggets those are a little on the
sweet side the point is instead of just
saying thank you for buying we have
capitalized on the purchase to one thank
our customer but to educate our customer
on our product keep them updated on the
status of their order and offer
customized Solutions based on their
interests um for potential follow-up
purchases with special offers if we want
to include discounts cash back what have
you so boom thank you for taking a
stroll on Jones Road with us we hope
that you do not miss the finale of this
bfcm series next week on Thursday when
we chat with flux Footwear to talk about
how they went from zero to a million
dollar in Revenue without a single
coupon how' they do
it well they sold all of their cats for
their
[Music]
meat
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