LITE 2018 – A Deep Dive Into Communication Triggers [Terry Woods]
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LITE 2018 – A Deep Dive Into Communication Triggers [Terry Woods]
- 1. A Deep Dive IntoCommunicationsTriggers
- 2. Terry Woods Account Manager Team Eagle
- 3. Objectives 1. Communication asopportunity 2. Communication impacts the bottom line 3. Demystify the trigger 4. Practical scenarios and tips
- 4. Triggers area POW-erfultool! • automation • time savings • consistency • standardisation • error prevention
- 5. Trigger Automation = TimeSavings Example: 10 events/month 20 students/event 3 pre-event emails 5-10 minutes/batch (30)
- 6. Trigger Automation = TimeSavings Example: 10 events/month 20 students/event 3 pre-event emails 5-10 minutes/batch (30) 600 emails 2.5-5 hrs in 1 month
- 8. What is aTrigger? A Trigger is a set of criteria.
- 9. So, where doI start? What do I want to communicate? How do I want to communicate? When do I want to communicate? To whom?
- 10. 3 Ingredients to a Trigger
- 12. ^ The ‘What, Who & How’.
- 13. ^ Where you set the criteria.
- 15. vanilla is good. With deliverability…
- 17. Setting up an SMS Trigger
- 22. Setting up an Email Trigger
- 25. What the customer sees
- 28. 2 places to check status
- 29. 1 - Communications TAB
- 30. 2 - Trigger History
- 31. Priority Run – Triggers set “On registration” (every 5 minutes) Full Run – Everything else (every 60 minutes)
- 32. Use Cases
- 33. Registration confirmations Joining Instructions Pre-reading Documents/Welcome Packs Reminders Instructor-related info Pre-Event Triggers
- 34. Unnamed delegates on booking? set audienceas booking contact Adding delegates a few days before an event? automated triggers (registration or offset) manualfollow up and reminder just before start High no-show rate? stagger your triggers use combination of Email+SMS Pre-Event Scenarios
- 35. Staged release of information (LMS) LMS login credentials (blended) Important dates/times (ex. assessments) Remember to’s… During Event Triggers
- 36. Session based pre-reading list? blended event with hidden content send login credentials Or attachedcontent from DMS with clever use of event start offsets During Event Scenarios
- 37. Thank-you Cross-sell/Up-sell Certificates Anonymous Surveys Referrals Expiry reminders (staggered) Post Event Triggers
- 38. Sending Certificates generated content & offset trigger or on end/LMS completion Expiry reminders staggered offset triggers for years after anevent end use reports to keep track Post Event Scenarios
- 40. Financialprojections for next quarter linkto report in template and attached to comms send to email addresses Scheduled Scenarios
- 41. Not confident? Lots of templates? No comms to students? Triggers not firing? Improve image? Improve reputation? Improve content? Forget to send manual? Need better results? Tips & Tricks set to manual& test test test set audiencefirst (filter) use comms contacts check audience alignment branding & consistent tone get customer to review use course feedback set taskreminders / reports staggered comms of Email/SMS
- 42. Objectives 1. Communication asopportunity 2. Communication impacts the bottom line 3. Demystify Triggers 4. Practical Scenarios and Tips
- 43. Thank you.Tapadh leat. Shukraan.شكرا Terry Woods Account Manager Team Eagle teameagle@getadministrate.com +44 131 460 7305
- 44. Resources Communcations Triggers FAQ: https://support.getadministrate.com/hc/en-us/articles/115011748707-Communication-Triggers Communications Triggers Setup: https://support.getadministrate.com/hc/en-us/articles/115011901848-Triggers DKIM&SPF explainer: https://blog.woodpecker.co/cold-email/spf-dkim/ Sendgrid sent status explainer: https://support.getadministrate.com/hc/en-us/articles/115011901848-Triggers#send-status
Editor's Notes
- triggers play role in communicating effectively / consistently with customers done well has an impact on the bottom line topic that sometimes customers aren’t confident/comfortable with share some practical use cases and tips we have learned along the way
- automate comms >>> do it more, do it better who has time to send more emails >>> you can focus on other things won’t forget to communicate in crucial, time-sensitive scenarios >>> it’s not the what, it’s also the when prevents mistakes / standardises comms >>> everyone has a story manual work is error prone >>> service improves with fewer errors
- Quick Math 10 events a month 20 delegates each 200 delegates all need reg confirmations, JI’s, a form to print pre event 3 pre-event emails, all need to go at different times 600 emails in total, 30 batches of 20 emails
- Quick Math 10 events a month 20 delegates each 200 delegates all need reg confirmations, JI’s, a form to print pre event 3 pre-event emails, all need to go at different times 600 emails in total, 30 batches of 20 emails
- In other words, the conditions in which a communication is sent. At it’s core, it’s the same as sending any other sms or email.
- In other words, the conditions in which a communication is sent. At it’s core, it’s the same as sending any other sms or email.
- A map? Attached document? A calendar invite? A report? A gif of a dancing parrot eating pizza? Email? SMS? Both? (We don’t do smoke signals and carrier pigeon at Administrate) month, week, day before an event? During? 5 years and 1 day later? On Mondays? 3rd day of the month? Delegates on an event? Their comms contact? Instructors? Finance department?
- Verifying sending address is a way to improve deliverability DKIM = DomainKeys Identified SPF = Sender Policy Framework Setup in your DNS records of your mail server. These sit on the back of an email in a signature to prevent spoofing, phishing or impersonation when recipients receive your emails, their spam filters automatically poke your domain to see if those signatures are not forged
- Where you setup EMAIL/SMS Templates The What is being communicated The Who it is being communicated to The How it is being communication (SMS or Email)
- We have a policy of providing tools that are practical and effective. Why our stock templates are clean, clear and simple. There is a deliverability to HTML/”bells and whistles” tradeoff. Vanilla is good. Better chance your communications will be received and read as intended If you go the route of HTML, be sure to use people/resources experienced in HTML email and.
- We have a policy of providing tools that are practical and effective. Why our stock templates are clean, clear and simple. There is a deliverability to HTML/”bells and whistles” tradeoff. Vanilla is good. Better chance your communications will be received and read as intended If you go the route of HTML, be sure to use people/resources experienced in HTML email and.
- Merge fields pull dynamically generated data The email knows to grab this information when creating the message.
- Important: extend the brand/footprint of business Keep your offering/services front of mind Set the stage and expectation of the service to come >>> leave a good impression Key for more competitive training industries like Health and Safety where differentiation is key Especially important as they reduce no-shows
- Important: extend the brand/footprint of business Keep your offering/services front of mind Set the stage and expectation of the service to come >>> leave a good impression Key for more competitive training industries like Health and Safety where differentiation is key Especially important as they reduce no-shows
- Important: Especially to maintain contact and a relationship for long duration events, especially LMS courses Story of friend doing a long LMS course to learn how to be an effective board member >>> very expensive, very reputable brand >>> felt a bit left out in the cold Remember to’s are just as important for instructors as they are for delegates/booking contacts
- Important: Especially to maintain contact and a relationship for long duration events, especially LMS courses Story of friend doing a long LMS course to learn how to be an effective board member >>> very expensive, very reputable brand >>> felt a bit left out in the cold Remember to’s are just as important for instructors as they are for delegates/booking contacts
- Important: To express gratitude >>> small gestures make all the difference Extend contact >>> Why not follow us on??? Give them a promotional code to use for follow up training Remarketing and bring customer back into the funnel Level up the training? You did level one, we are Selling to an existing customer is always easier than acquiring a new one >>> extend CLTV Tell them about about other courses that you offers
- Important: To express gratitude >>> small gestures make all the difference Extend contact >>> Why not follow us on??? Give them a promotional code to use for follow up training Remarketing and bring customer back into the funnel Level up the training? You did level one, we are Selling to an existing customer is always easier than acquiring a new one >>> extend CLTV Tell them about about other courses that you offers
- Important: De-couple’s comms from anything event related Best used for recurring information from an audience that is expecting something Most often this is used for reporting and data visibility for departments or stakeholders that don’t use Administrate
- Important: De-couple’s comms from anything event related Best used for recurring information from an audience that is expecting something Most often this is used for reporting and data visibility for departments or stakeholders that don’t use Administrate
- Opportunity to extend the relationship and brand perception (service delivery) >>> to be consistent in processes >>> to save time Triggered communications means you can take actions to extend CLTV, cross-sell, incentivize, stay current and improve ROI without spending too much time on it It takes courage but test test test. >>> Use your AM team to sanity check expected behaviour Similar to the reporting engine, once you understand the logic behind triggers, they are simple >>>there is no wizardry A few practical scenarios and tips to leave with >>> Use your AM team as we have a lot of experience with triggers