Welcome Survey
Description
...
Automated flow set up in Braze that is activated when a new user enters the database with 3 key objectives:
Gather guest data
Push towards first purchase
Awareness & Education (channel & benefits)
Logic
Events:
Sign up completewhereresponse = successfulIn-Store or Online Loyalty Transaction Claimedif loyalty is not available, use
E-commerce Purchase
In Store or Online Rewards Redeemed
Deliverables
4 unique mails, 3 unique push notification, welcome survey
...
Each user, after creating an account receives the welcome survey. The survey includes 4 different questions:
PMIX preference
Channel preference
Professional status
Family status
(optional) Gender
The answers are saved under the custom attributes:
Snack Preference
Personal Profile
ServiceMode Preference
UserProfile
...
Copy
Please check a box to submit
Tell us a bit more about you and the crowns is yours at Burger King
Multiple choices possible
Next
Submit
If you could only eat one of these things for the rest of your life, what would it be?
Meat Dessert Snacks Chicken Veggie
How would you like to be served?
In store Delivery Drive Thru Click & Collect
What description suits you the most
Student Professional Other
Which of the following options describe your personal life?
I am single I have a family with kids I have a partner Other
Would you like to share your gender with us?
Male Female I prefer not to answer
Welcome Email
The objective of the welcome email is to educate the guest on:
Brand values
Ordering Channels
Loyalty program
Copy
Copy and Translation file to be shared: Journeys Copy .xlsx
Survey Reminder Email
Description
This email has the objective to remind users to fill their profile if they haven’t done it yet.
The market can decide weather to provide an incentive to fill the profile (e.g. 25 crowns)
...
Copy
SL: Anna, there's free crowns with your name on them
PH: You forgot to fill in your profile
You forgot to fill in your profile
Tell us more about you and have 25 points on us
CTA: get your 25 points
3 ways to get the royal treatment
Have It Your Way You’re a Whopper worshipper? Got it. Filling in your profile helps us send you the most relevant offers.
Get extra points Receive bonus points to help you redeem juicy rewards.
Birthday gift Celebrate your big day with a special gift from us to you.
Complete your profile now
Welcome Email - Push to purchase
If, after 14 days, the guest didn’t purchase yet, we can send them a push to purchase leveraging our product category. By click tracking we can identify their favorite food category and re-target them accordingly
...
SL: We shouldn't be showing you this 👀
PH: Food cravings alert!
What’s your guilty pleasure?
Don’t be shy, {first name}
Sides of course: Before, during or after your burger? We won’t judge.
CTA: I can’t resist
Flame-Grilled Burgers: Since 1954, we’ve been working hard to serve your with the juiciest flame-grilled burgers. And we’re damn proud of it
CTA: mouthwatering
Veggie & Plant-based: 0% meat, 100% pleasure. It’s big, delicious flavor
CTA: 100% delicious
And the best for last: not satisfied until you’ve had your sweet treat? We feel you.
Sweet tooth over here
Welcome Email - Loyalty Introductions
...
PH: Your Loyalty is Rewarded
SL: Earn points on every order and exchange them for FREE food
Introducing MyBurgerKing
Tasty treasures, exclusive offers and much more!
Let’s eat!
More pints = juicier rewards
Earn pints on orders
Trade your points for tasty rewards
Rewards, Your Way
Earn points and redeem at Burger King
Show me the points
🇬🇧 UK
Flow Mapping: https://lucid.app/lucidchart/invitations/accept/inv_e63e14b9-0828-4098-94f3-2de224fb3d26
Braze Campaign: https://dashboard-01.braze.eu/engagement/canvas/63ce57ade7459c55a2bf406c/5eabfb0a3f0da201a5bb1b72?locale=en&version=flow&isEditing=false
🇨🇭 CH:
Flow Mapping: https://lucid.app/lucidchart/invitations/accept/inv_0f96afe5-e9bb-43ef-87bc-5267beba8613
Braze Campaign: https://dashboard-01.braze.eu/engagement/canvas/622f0babdd1ac5299248f3a6/6063104e3cf3a01ae692fea6?locale=en&version=classic&isEditing=false
Survey:
🇩🇪 Germany:
Braze Campaign:
Survey:
Learnings:
🇨🇭 CH:
Introduce incentives if after the second touchpoint, the guest does not engage. This increases conversion and reduces un-subscription rate
Avoid giving incentives to fill the welcome survey in first place. 25% of the users reply with no incentive. Introduce the incentive only in the reminder
...