Perfecting the Post Purchase SMS Automation, feat. @jonesroadbeauty

Postscript

3 Oct 202306:10

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

00:00

🤖 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.

05:01

📈 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

Automation refers to the use of technology to perform tasks with minimal human intervention. In the context of the video, it is about setting up automated messages to engage with customers post-purchase. The script mentions Jones Road Beauty's sophisticated automation strategy, which is likened to Doctor Strange's foresight in the Marvel universe, indicating the comprehensive and strategic nature of their approach.

💡Post-purchase Automation

Post-purchase automation is a marketing strategy where automated messages are sent to customers after they have made a purchase. The video script describes building a simple post-purchase automation to engage subscribers who have just committed to a product, emphasizing the importance of this moment in customer interaction.

💡Trigger Event

A trigger event is a specific action or occurrence that initiates an automated process. In the script, 'order created' is chosen as the trigger event for the automation, meaning the process of sending automated messages begins once a customer places an order.

💡Subscriber Filters

Subscriber filters are criteria used to segment an audience within an automation process. The video discusses using filters like 'number of orders equals 1' to target first-time buyers and avoid sending redundant messages to returning customers.

💡Product ID

A product ID is a unique identifier for a product in a database or inventory system. The script humorously refers to a 'hypothetical product ID number' for 'Pete Davidson nuggets', a fictional product, to demonstrate how to select specific products for targeted messaging.

💡Delay

In the context of automation, a delay is a specified waiting period before an action is taken. The script sets a 15-minute delay to avoid overwhelming customers immediately after they complete a purchase, showing consideration for the customer experience.

💡Customer Education

Customer education involves informing customers about a product to ensure they understand how to use it effectively. The video script includes an example of a text message that provides 'Pro tips' for using the fictional 'Pete Davidson protein nuggets', illustrating the role of education in enhancing product adoption and customer satisfaction.

💡Feedback

Feedback is information received from customers about their experience with a product or service. The script suggests sending a message after the product has been delivered to ask for the customer's opinion, which is a way to gather feedback and improve future offerings.

💡User-Generated Content

User-generated content refers to any form of content, such as text, photos, or videos, that customers create about a product or service. The video mentions using feedback as a form of user-generated content to engage with customers and potentially promote the product further.

💡Event Split

An event split in automation is a branching point where the flow of messages or actions diverges based on certain conditions or responses. The script describes using an 'event split' to tailor follow-up messages based on customer responses to a satisfaction poll, allowing for personalized communication.

💡Personalization

Personalization is the customization of marketing messages or services to suit individual customer preferences or behaviors. The video script discusses using customer responses to offer tailored suggestions or promotions, demonstrating the power of personalization in enhancing customer relationships and driving sales.

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.