Perfecting the Post Purchase SMS Automation, feat. @jonesroadbeauty

Summary

In 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.