Automated Drip Messaging

Drips allows you to set up personalized automated messages based on trigger events and segment exactly the users you'd like to target. Example Drips: Abandoned Browse, Abandoned Cart, Abandoned Checkout

Video Demo


Drips Overview

With Drips you can target your customers and cast a wide net across the full customer journey:

  • Pre-Purchase
  • Abandoned Browse
  • Abandoned Cart
  • Abandoned Checkout
  • Product Review
  • And more!

There are 3 steps to creating your Drip. Set a trigger event, select a segmentation filter and compose your message.

Note: there are templates available on the Drips dashboard for you to edit. Read on to see how they work.

Integration Requirements

  • Abandoned checkout and cart: require Shopify Integration setup.
    • For the Abandoned Cart flow, it is required that the Voyage Global Tag is installed on the site to associate the cart with the Voyage subscriber.
    • For the Abandoned Checkout flow, we are limited by Shopify’s checkout flow settings. A phone number field is required in the checkout flow to successfully identify a Voyage subscriber to send these messages.
  • Post purchase: you have the option to use the app filter (placed order) or the corresponding Shopify filter (created order).

Note: if you have Shopify integrated use the Shopify filter "created order" instead of the Voyage filter "placed order"

  • To filter out email subscribers that match with a phone number Integrate with Klaviyo. This is particularly useful for brands that would like to avoid sending the same campaigns to both SMS and Email marketing channels.
  • Custom platform dynamic variables: looking to use dynamic variables refer to Dynamic Variables Custom Platforms
  • Subscription started or cancelled: integrate Recharge if you'd like to use subscription started or cancelled events

Trigger Events

Setup your trigger event. Drips are activated based on trigger events and are only activated when a customer performs an action such as "added to cart" or "viewed a product".

Event trigger assigns a customer to an event, if a group of segmentation filters are met.

Trigger Events

Data Source

Feature

Clicked Campaign

Voyage

Clicked on any campaign link

Viewed Product

Voyage

User viewed a product on your site. Also called Abandoned Browse* - Option to include product image.

Updated Checkout

Shopify

User goes to checkout. Also known as Abandoned Checkout*

Updated Cart

Shopify

User adds, removes or modifies an item in their cart. Also known as Abandoned Cart*. (Note: if you use Abandoned Cart in transactional messages, turn that off to prevent duplicate messaging)

Order Shipped

Shopify

Order has been shipped

Order Delivered

Shopify

Order has been delivered to customer

Created Order

Shopify

User placed a new order* - use this over Voyage (more accurate)

Placed Order

Voyage

User placed a new order - Voyage tracking pixel

Became a Subscriber

Recharge

User became a recharge subscriber

Subscription Cancelled

Recharge

User canceled their recharge subscription 

*Any update to these events while a user is in a queue will ensure the user doesn't get duplicate messages. An example for updated cart — if a cart is updated by a user at 12:00 pm and updated by the same user at 12:05 pm, the drip queue delay will update to start from 12:05pm instead of 12:00pm.

 


Segmentation in Drips

Screen Shot 2020-10-21 at 1-05-20 PM-1Setup your segmentation filter.

You can use Voyage's standard segmentation builder in Drips. For event and date type segment filters, you can also choose the option since starting this drip. This date will be dynamic to the consumer and is determined by when the consumer "enters the drip" (i.e., becomes eligible as determined by the trigger event).

 

Exit events are defined in segmentation filters. When an exit event fires, the upcoming drip message is cancelled and user is removed from the drip.

 


The Message Composer

In the next window the message composer can be used for one time campaigns but is specifically designed to create a "drip series" of messages with delays.

  1. Add the delay as the first step in creating your message.

    Screen Shot 2020-10-21 at 1-33-21 PM

    In the message composer. The first message is scheduled with the 1st delay time, 2nd message is schedule with the 2nd time delay, etc.

    You can also deselect message sends on certain days or before a certain time (M - F, 9am-6pm PST). 





     

  2. Enter a drip message. Enter a delay before each message in the series.

Screen Shot 2020-10-21 at 1-36-01 PM

    • Add a landing page link if you are not using a link for dynamic variables in the message.
    • Dynamic variables (depending on the filter selected) such as customer name, product name and abandoned checkout URLs can be linked in the message body. Typing "{{" shows the list of choices.
    • For Abandoned browse flows there is a checkbox to "Use Product Image" which will send the last viewed image with the message.

 


Drip Templates

Enter your Drips dashboard to review these templates. The following drip templates can be toggled on and off. Select the ones you'd like to use to target the customer.

Best Practices: 

  • We recommend that you start with abandoned browse and checkout.
  • Your active subscribers (haven't unsubscribed) are some of the highest intent users. Don't be shy to target them with Drip messages.
  • SMS delivery relies on cell phone carriers. Delay times may be slightly shorter or longer depending on carrier.
  • For each drip flow we recommend having 3 messages in your series

Abandoned Browse

If your abandoned browse isn't sending, you may need to check your site code is set up properly. Click here for more details

 

Best Practices:

  • Personalize (keep in mind that dynamic variables are different based on your trigger event)
    • {{Url}} - this is your most crucial CTA to link your customers back to their product page
    • "Use Product Image" checkbox - an image of the last viewed product is a great draw
    • {{ProductTitle}} - enter some useful information on last viewed product to catch attention
  • Incentivize - abandoned browse customers will show higher conversion with free shipping and/or a promotional discount. Can consider 2 incentivized flows:
    • Using a promotional discount/incentive in the first or second message and increasing the offer value in the last message
    • Using a promotional discount/incentive in the last message

    Abandoned Checkout

    Best Practices:

    • Personalize with dynamic variables (keep in mind that dynamic variables are different based on your trigger event)
      • {{Url}} - this is your most crucial CTA to link your customers back to their checkout page
      • {{FirstName}} - personalization is key in SMS. Keep in mind that if we don't have a first name for that user, this field will be left blank. For example: "Hi {{firstname}}, checkout our new offer:" becomes "Hi, checkout our new offer" for users that haven't given us their first name.
    • Urgency - example: "your cart will expire soon" and "don't forget to checkout your cart"
    • Incentivize - free shipping and promotional discounts are great. Consider incentivizing after the first reminder message. Checkout customers show high intent.

    The difference between Abandoned Cart and Abandoned Checkout:

    • Abandoned Cart - your customer updates their cart on your website, for example by adding a product, but does not make a purchase within a set amount of time
    • Abandoned Checkout - after updating their cart, your customer advances to your checkout page, but does not make a purchase within a set amount of time

    Abandoned Cart

    Best Practices:

    • There isn't a URL dynamic variable available for this trigger. Instead link to your cart or homepage. Example www.mercerandmain.com/cart
    • Reference the Best Practices found in the Abandoned Checkout section for more ideas
     

    Learn More

    Drips Filter Glossary

    Drips Future Enhancements

    Custom Platforms - Dynamic Variables

    Best Practices Segmentation