Smart Triggers are a way to engage the user at the right moment by triggering push or in-app messages based on a set of event(s) executed by a user with particular user attributes. In our analysis we found, Smart Triggers drive up-to 4X higher conversions than the general push campaigns.
For ex. For an e-commerce app, if a user from the age-group of 18-25 years (user attribute) viewed a particular product category (user activity trigger), this user can be targeted with relevant promotional push/in-app content about that product category, triggered within a few minutes of activity.
The common use cases being:
- User On-boarding
- Driving first purchase
- Re-engaging Funnel drop offs ( Cart Drop-Offs, Subscription drop-offs, Payment Drop Offs etc.)
Smart Triggers are available for both push and in-app campaigns:
Smart Trigger Push Campaign
Navigate to Campaigns->Create Campaign->Push Campaign on the dashboard and click on Create button under Smart Trigger Campaign
Example: You want to set a Smart Trigger to target users, who have not Purchased in past 30 days, as soon as they abandon their cart and do not complete purchase with-in next 45 mins i.e. IF user have executed event Added to Cart AND has not executed event Purchase.
Trigger for the campaign can be set in the following steps:
Select Platform on which you want to send the communication. You can also control that you target only the platform from where Trigger event is sent.
Hitherto, Smart Trigger campaigns allow segmentation based on user attributes/device filters only. User events or custom segments based filters were not allowed for segmentation.
But that is changing. We have recently introduced (currently in closed beta) complete segmentation capabilities in Smart Triggers.
Note: Segments are refreshed at regular intervals. Hence a user may take up-to 45 to 60 mins to be correctly evaluated under segment condition.
Set Trigger condition basis which communication should be sent
Select user/derived event in the "if" condition and enter the event attributes. You can enter additional event attributes as well.
We have enhanced the Smart Trigger push sending to allow marketers to execute time sensitive messages. Marketers can send the message based on single trigger event with-in 60s now.
- Send out the Welcome Message to users as soon as they Install or sign-up on the App
- Appreciate/Congratulate them on activation (first conversion)
- Send them a message as soon as cart is abandoned
- Target them with Cross Sell opportunities as soon as purchase is done
This "Immediate sending" feature is currently in closed beta.
Reach out to firstname.lastname@example.org to get your hands on this.
Campaign with IF Condition combined with secondary AND condition
e.g. Send out a message if the cart is abandoned and purchase has not happened with-in a specific period of time
IF user does Added to Cart
AND has not executed Purchase with-in 45 minutes from Added to Cart
THEN Trigger the message:
Step 2: Configure your Messaging: The messaging component can be create in a similar manner to that of general push campaign. Read more about general push campaign in this article.
The only exception is the ability to add Personalization to Smart Trigger Push Campaign based on user attributes. Read more about Personalization in this article.
Step 3: Scheduling & Goals:
You can choose the specific date & time when your Smart Trigger Push Campaigns should start and until when the campaign should run. By default the start time will be current time + 1 hour.
Additionally, the frequency of sending can be limited by setting maximum no. of times to show the message and the minimum delay between two messages.
You can set conversion Goal event and its attribute similar to general push campaigns.
Smart Trigger Push Campaign is ready to be created now. Click on "Create" Button and confirm on the dialog box to create the campaign.
Smart Trigger In-App Campaign
Navigate to Campaigns->Create Campaign->In-App Campaign on the dashboard and click on Create button under In-App Smart Trigger Campaign
Smart Trigger campaigns can be created for all supported platforms.
Smart Trigger campaigns allow segmentation based on user attributes/device filters (user events or custom segments are not allowed for segmentation). Except this, user segmentation can be done in similar manner to general in-app campaigns.
The Trigger for the campaign can be set by selecting user/derived event in the "if" condition and entering the event attributes. You can enter additional event attributes as well
Messaging: The messaging component can be create in a similar manner to that of general in-app campaign. Available templates are Header & Body, Body & Image. Read more about general in-app campaign in this article.
Scheduling & Goals: Smart Trigger Push campaigns are started as soon as they are created. However, the frequency of sending can be limited by setting the minimum delay between two messages.
Campaign Expiry Date, Conversion Goal and its attribute can also be set in the same way as general in-app campaigns.
Smart Trigger In-App Campaign is ready to be created now. Click on "Create" Button and confirm on the dialog box to create the campaign.
To sum up, Smart Trigger are a great way to engage right users (through segmentation) at right time (through smart triggering).