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
Advanced: 4 unique mails, 3 unique push notification, welcome survey (reference BKNL)
Basic: 2 emails, 2 push notification, 1 welcome survey (reference: BKAT)
Description
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
Welcome Email
The objective of the welcome email is to educate the guest on:
Brand values
Ordering Channels
Loyalty program
Copy and Translation: Journeys Copy .xlsx
Survey Reminder Email
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)
Execution
🇬🇧 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
