Step 3: Create Work Flow of Action

Start with creating a basic workflow of actions and communication strategy

This step requires a lot of thinking and understanding of user behaviour and actions. Starting from your first interaction with the user, list down each possible action the user might take and plan the next set of communications.

Suggestions

The best way for setting this up is by creating a flow chart of all actions user can take on each level of interaction and then setting up communications post each step. You can refer to following table to understand the structure of flowchart which designs the next set of communications based on users’ reaction – whether email is opened / clicked / Not opened:

The final goal can be to get the user convert or add the user to re-engagement list at a later stage. Do keep in mind, following parameters to set the communication strategy:

  1. What kind of information will be required by the user at each stage
  2. How much time should it take for the user to move to the next stage. Think about this at every step. Otherwise, it might get too pushy / laid back for the users if the communication is not properly planned.
  3. Decide upon the communications which works best to support the user in at each step.

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No. Step Duration
1. Set Up Campaign Goal –Set up your goal and achieve it with further actions 15 mins
2. Segmenting your Target Audience –Dividing your audience for better communications and campaign performance 15 mins
3. Create Work Flow of Action – Start with creating a basic workflow of actions and communication strategy 30 mins
4. Design Your Email Communications- Write relevant, crisp and effective emails for better performing campaigns 30 mins
5. Get Started With A Behavioural Marketing Tool – Use Customer.io to set up campaigns 10 mins
6. Start with Creating Segmentation – Segregate users based on attributes 30 mins
7. Setting up email triggers – Create action based email campaigns framework 30 mins
8. Analysie and Tweek Your Campaigns- Improve campaign’s performance 10 mins
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