Introduction to Automation

The upgraded and user-friendly Automation module allows its users to create, validate and automate entire customer journeys, starting from transactional emails (thank you emails, confirmations, and so on) to advanced multi-step marketing strategies. Apart from the customer-oriented journeys, users are able to create business profile-oriented journeys and go outside the Synerise ecosystem by sending and requesting information from external systems. This way, users are able to use data from the external sources for their needs.

Benefits


  • Building journeys by means of universal and standardized node types
  • Building automated marketing strategies and anomaly detecting scenarios
  • Arranging and organizing journeys in a clear way with the Flow control nodes
  • Creating custom nodes tailored to the user's business needs
  • Integrating with external tools thanks to the Webhook node
  • Keeping track of real-time statistics for each node
  • Analyzing both customer and business profile related events
  • Testing a journey before its activation (available soon)

Requirements


  • A user must be granted permissions that allow access to the Automation module.
  • If a journey uses nodes that rely on customer activity on the website (for example page.visit, product.buy, and so on), a tracking code must be implemented into the website.
  • If a journey uses nodes that rely on sending emails, text messages, pushes or web pushes, the respective accounts for sending these must be configured in the Synerise system.

Terminology


In this documentation, you will come across specialized terminology. To ensure clarity and good understanding of the instructions in this module, familiarize yourself with the following terms:

Journey and path

  • A journey is the whole automation process that is built with nodes connected in a specific order.
  • A path is the progression from the starting point to other steps in a journey. Each time a customer performs an action that triggers a journey when the journey is already triggered, the system records it as a path of that particular journey. If a customer finishes one path within a journey (which means, they go from the initial to the final node in the journey), the journey can be restarted if triggered again.

Nodes

Nodes are the elements that a journey is built with. There are four types of nodes:

  • Triggers - When their conditions are met, they launch a journey.
  • Conditions - Condition nodes narrow down the number of customers and eliminate those who shouldn't be the subject of further actions.
  • Actions - Action nodes define the type of activity undertaken towards the audience as a response of the circumstances defined in a journey.
  • Flow control - These nodes organize the flow of a journey.

Capping

To prevent some actions and processes from being unnecessarily repeated, there are several types of limits available in the Automation module.

  • Journey capping
  • Action limits
  • Trigger limits
  • Condition limits

Best practices


  • Self-optimization - Try to come up with a journey structure that facilitates collective rather than single and often-repeated processing. Group processing is more effective, as it decreases the number of operations between particular steps of a journey, such as the number of connections to the database, or the number of requests. So for example, try to use conditions that check abandoned carts every 24 hours rather than using it as a trigger.

  • Keep it simple - However strong the temptation to create one complex journey that would embrace the whole marketing strategy might be, such an approach is very risky. Instead of putting yourself in a position where you rely on one large process, try to create a number of smaller and simpler journeys. This way, you are able to track the soft spots of a given strategy, optimize it without impacting other journeys, and facilitate the undisturbed flow of customers from one process to the other.

  • While sticking to the “keep it simple” rule, try to create journeys in a way that customers proceed along only one path of a journey. If your journey contains split paths, make sure that the filter logic prevents customers from proceeding along more than one path. It's important because the system doesn't check for duplicates when customers reach the junction. To avoid situations in which a customer proceeds the same path several times and receive the same messages several times, set up the limits correctly.

  • When you use a Client Filter or a Client Event Filter condition, prepare an alternative path to prevent customers from being stuck in a journey forever.

  • Holistic overview - Try to keep a broad perspective on the journeys you create and the prerequisite materials you prepare for them, such as email templates, segmentations, metrics, web pushes, mobile pushes, and so on. Apart from that, keep in mind to schedule a Delay node for heavy traffic hours when you send big email campaigns. Also, if possible, do not schedule Delay nodes for the same fixed time in a number of journeys.

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