Automated Behavioral Trigger Campaign Strategy

Automated Behavioral Trigger Campaign Strategy for Glowberry Skincare

Strategic Overview: Based on analysis of your current customer journey and engagement patterns, I’ve identified 6 high-impact behavioral trigger opportunities for Glowberry Skincare. These automated campaigns will specifically address your challenge of converting first-time purchasers into subscription customers within your eco-conscious millennial target audience.

Trigger Campaign #1: Browse Abandonment Recovery

• Activation Criteria: Website visitor views product detail pages for serums 2+ times within 7 days without purchasing
• Timing Parameters: First email 1 hour after abandonment, second email 24 hours later, third email 72 hours later (suppressed if purchase occurs)
• Exclusion Rules: Active cart abandonment sequence, purchased in last 30 days, opted out of marketing emails
• Content Approach:
  • Email 1: Education-focused on key ingredients with subtle product reminder
  • Email 2: Social proof with specific reviews matching browsed products
  • Email 3: 10% discount with emphasis on sustainable packaging
• Conversion Goal: 15% click-through rate, 5% conversion to purchase
• Klaviyo Architecture: Utilize browse abandonment trigger with conditional splits based on product category viewed and customer lifecycle stage

Trigger Campaign #2: Post-Purchase Subscription Conversion

• Activation Criteria: First purchase completed, product in subscription-eligible category
• Timing Parameters: Email 1 at 7 days post-purchase, Email 2 at 14 days, Email 3 at 21 days (timed to coincide with product usage timeline)
• Exclusion Rules: Already subscribed, returned initial purchase, customer service issue reported
• Content Approach:
  • Email 1: Check-in on product experience with subtle subscription mention
  • Email 2: Calculate savings with subscription vs. one-time purchases (emphasizing sustainability aspect)
  • Email 3: Limited-time 15% off first subscription with testimonials from subscription members
• Conversion Goal: 12% subscription conversion rate
• Klaviyo Architecture: Post-purchase flow with branching logic based on purchase amount, product type, and engagement with previous emails

Trigger Campaign #3: Product Education Engagement Sequence

• Activation Criteria: New customer clicks on “how to use” content but doesn’t complete the full video/article
• Timing Parameters: Email within 3 hours of abandoned education content
• Exclusion Rules: Previously completed education content, unsubscribed from product emails
• Content Approach: Bite-sized version of education content with clear benefits, complementary product recommendations, and expert tips
• Conversion Goal: 30% education content completion, 8% cross-sell conversion
• Klaviyo Architecture: Website tracking event trigger with dynamic content blocks based on specific product purchased

[Content for three additional trigger campaigns would follow the same detailed format]

Implementation Requirements:

1. Data collection requirements:
   • Product page view tracking with timestamp and duration
   • Video/content engagement tracking (start, completion percentage)
   • Add-to-cart actions with product details
   • Custom events for specific user actions (e.g., quiz completion, shade finder tool)
2. Segmentation structure:
   • Primary: Lifecycle stage (prospect, first-purchase, multi-purchase, subscriber)
   • Secondary: Product category preference
   • Tertiary: Engagement level (high, medium, low)
3. Testing framework:
   • Sequential roll-out starting with post-purchase subscription flow
   • A/B test on timing parameters for browse abandonment sequence
   • Multivariate test on incentive offers for subscription conversion
4. Performance monitoring dashboard:
   • Campaign-specific engagement metrics (open, click, conversion)
   • Journey completion rates
   • Revenue attribution by trigger campaign
   • Comparative analysis against non-triggered campaigns

Timeline for Implementation:

• Week 1-2: Data validation and collection setup
• Week 3-4: Build and QA first two trigger campaigns
• Week 5-8: Implement remaining campaigns and testing framework
• Ongoing: Biweekly optimization based on performance metrics