Sequences allow you to target specific groups of customers that represent growth potential with Actions like messaging or tagging based on criteria you set.

To choose which customers get targeted, you'll specify 3 things:

The 3 parts are:

So, for example,

When creating a new sequence from Scratch (click Marketing > Sequences > click the dropdown menu to the right > Sequence from Scratch).

You'll notice the Trigger and Counter Conditions are set on the first page. The Action will be set on the next page.

Actions are added by using the 'Add Step' button, allowing you to map out what happens next.

The Sequence builder allows you to view how the Triggers and Actions you've chosen relate to one another and work together. This makes it easy to set up conditional logic, where you control the conditions for when actions occur.

After adding your initial Trigger, you'll see that the Add Step button gives you two options to add an Action: Adding the Action straight away, or adding a Condition for if that Action will occur. Conditions allow you to "fork" your logic into separate actions based on true or false conditions.

You're options for conditions will change depending on which trigger you chose.

For example, the condition options for a Class Signup trigger are:

This condition ensures the Action you'll choose next only occurs when the condition is met. Conditions are optional but worth considering for extra control.

Below, we've chosen a condition of 4 class bookings. We can now choose what happens if this condition is met (True) and, optionally, we can also choose what happens if the condition is not met (False). Use the plus symbols to add steps.

The 'Add Step' plus symbol pulls up an Actions Menu which allows you to choose from:

As you're building out your sequences you may need to take a step back to view the sequence as a whole.

The four buttons in the bottom left allow you to:

Actions can be one of the following. They can involve messaging customers, assigning tasks to staff, tagging/removing tags from customers, and creating or updating leads (users who represent new growth for your business).

From Marketing > Sequences > click this dropdown menu in the top right > then Folder from Template.

Each template contains a description of what its intended to do. Here are just a few. Name the folder and select a template that works for you > then click Create.

Note that each of these will contain several sequences which have their own respective triggers, counter conditions and actions. They'll be inactive to start and you'll have the option to edit each one (or remove it entirely) before activating it.

On the following page, read through each sequence and update any generic messaging so that it fits your business.

Click the dropdown menu to the right of the Sequence > then click one of the following below. You can also move a sequence to another position within this folder or to another folder entirely.

From the folder's page, click the dropdown menu in the top right > then choose Duplicate folder.

Before you do this, a friendly reminder that generic content exists in each pre-written message.

For instance, if we click this 'Number of class bookings using intro offers', and click the email that's going to be sent, we can see that title has a "[business name]" place holder. Be doubly sure you've checked it all before enabling.

When you're ready, from the folder's page, click the dropdown menu in the top right > then choose Duplicate folder.

Sometimes the need arises to pull someone out of an individual lead sequence without unsubscribing them from all marketing emails. To remove someone from a lead sequence, click:

Marketing > Sequences > select a sequence > click Customers > search for the customer > click the 3 dots next to the customer > click Stop running.

This will remove them from just that sequence.

When customers are near the end of their intro offer (or no longer have access to it), they're ripe for marketing a membership to. They now know the value of the services you offer.

Marketing Sequences allow you to set up special messaging that waits until its just the right time to reach out to this group of potential membership holders.

To get started, click Marketing > Sequences > name a new sequence > select a trigger > choose Intro Offers > select a specific trigger to use (ex. Intro offer expiration).

Next,

Next, add the Action (in this case, the Action is a message that will send).

Below, this action will send the message when the intro offer expires. The message could contain a link to a subscription purchase page that has similar benefits to the intro offer the customer is coming off of.

To grab the purchase page link for a subscription or pack, navigate to it via Memberships > Subscriptions & Packs > click it and copy the Purchase link.

In this example, the message will send 2 days after the intro offer expires.

Lastly, add your content.

Consider adding variables to make the messaging more personal. Your variable options are limited to what's listed at the top of the page.

If you need to grab a purchase link to a subscription, you can find it by clicking Memberships > Subscriptions and Packs > selecting the subscription > copying the purchase page link.

After Submitting, remember to enable the sequence.

You're all done. Now go make yourself a sandwich.

You now have the ability to create a lead from any sequence. To do this,

click Marketing > Sequences > select a sequence > Add an Action > Create Lead

Flexibility in defining your leads

This is useful if you have different definitions of a lead -- maybe you view existing customers that haven't yet purchased a subscription or pack yet as leads -- or if you have a part of the customer journey that you want to track within your leads list. You can then update their lead stage to track exactly where they are in their customer journey.

For example, let’s say you have a One Free Class special that clients only receive from an advertisement connected to a lead form. Also, after they use their free class, you offer an Unlimited Month Intro. Technically, once the client purchases one of these items, they are converted into a customer in Momence, however, you still consider them to be leads until they complete their intro and purchase a membership.

To add these clients to back into your leads list after purchasing the intro, you could create a sequence using the Intro offer purchase trigger and the Create lead action type, then associate it with the a source related to your intro offer. Additionally, this would also capture any client who purchases your intro offer, even if they didn’t receive the special One Free Class advertisement, enabling you to see the full picture of that group.

Find the new Create lead under the Action type section within each action of a sequence.

In another example, you could designate anyone that signed up for class as a lead, and put them through a lead funnel designed to convert them to a membership purchase.

Sequences are made up of two main things: Triggers and Actions. There are other pieces too but these are the most important.

Triggers are events (things your customers might do) that you can tell Momence to keep eye out for. After you've chosen a Trigger, then you choose an Action that Momence will perform when it sees that this Trigger has occurred. Multiple Actions can be assigned to a single trigger.

Before choosing a Trigger, it can help to understand what your options are and the criteria that each Trigger "looks for" before its assigned Action can occur. Here's an explanation of each by category.

Class booking late cancellation: This trigger occurs when there is a late cancellation of a class booking.

It gives you a few options to have Momence only look for this trigger with a specific class, class template or attendance rule (a penalty for late cancelling). You can even set this up to just look at one location.

If you're wondering what defines a late cancellation, you get to choose this from Settings > Customers > Cancellation Policy.

The trigger looks for the figure you've added to the Late Cancellation Period, not the Cancellation Credit Cutoff. (pictured below)

For example, if you have a Cancellation Credit Cutoff period set using the settings above, here's how it would play out. If the customer were to cancel 4 hours before the start of class, this would not qualify as a triggering event.

You can set your Late Cancellation Period to be more or less than your Credit Cut Off, and indeed, you may want these two to be the exact same. To update your Cancellation Policy, click Settings > Customers > Cancellation Policy.

Class signup: This occurs when a customer registers for a class. It only works for classes and does not apply to appointments. It's defined as the moment the customer signs up for a class. But, if you're goal is to delay the Action, you'll have the option to do this on the following Action page using Timing: "offset".

Class signup with discount code: This occurs when a customer registers for a class and uses a discount code. (doesn't apply to appointments)

Class signup without using membership: When a customer registers for a class without using a subscription or a pack. This targets customers that use a card on file or cash through a POS transaction. Its effective in targeting customers that could be interested in purchasing a subscription or pack.

Class visit: This trigger occurs right when the class that a customer is already registered for begins.

First class visit: This trigger occurs after a customer books their very first class, and specifically occurs right when that class begins.

No-show: This occurs when a customer doesn't show up to a class they were registered for. This trigger starts 2 hours after the end of a class.

Appointment visit using a membership: This trigger occurs as soon as an appointment (that was booked with a membership) begins.

Class booking using a membership: When a customer signs up for a class with a subscription or a pack.

Class visit using a membership: When a class (which a customer has booked using a subscription or a pack) begins.

Last purchase with pack: When a customer has used the last credit of their package.

Membership expiration: When a subscription expires, doesn't have any more upcoming renewal charges, or has been cancelled.

Membership freeze: When a customer freezes their subscription or pack.

Membership purchase: When a customer has purchased a subscription or pack.

Number of credits left in class pack: When a class is purchased with a non-auto-refilling pack, and this purchase takes that pack's remaining credit count down to a specific number of credits (which you can specify).

Scheduled membership unfreeze: When a subscription or a pack is scheduled to be un-frozen. Its the "act" of of scheduling the unfreeze that causes this trigger.

Subscription cancellation: When a customer or staff member cancels an auto-renewing subscription.

Subscription renewal: When an auto-renewing subscription renews.

Appointment visit using intro offers: This trigger occurs when a customer's appointment reservation (which the customer has booked using an intro offer) begins.

Class visit using intro offers: When a class (which the customer has booked using an intro offer) begins.

Customer class cancellation that was booked with intro offer: When a customer cancels a class that was initially booked with an intro offer.

Intro offer expiration: When a customer's intro offer expires.

Intro offer purchase: When a customer purchases an intro offer.

Number of class bookings using intro offers: When customer signs up for their Nth class with intro offers. (You choose how many class signups cause this trigger).

Customer created from dashboard: When a person is added into your customer list who has not yet purchased anything.

Customer referred: When a new customer is created through another customer's referral link (note that this doesn't trigger when a customer referral is created from your dashboard).

Customer's birthday: The date of a customer's custom field with the word "birthday" in the field name (case insensitive).

In other words, if a customer has a custom field called "birthday", (The case-insensitive part just means that the custom field title can have either uppercase letters or lowercase letters, as long as it says birthday), and if today happens to be the same date that's written in that customer's custom field, this will qualify as a trigger.

To create a custom field for Birthday, click Customers > Custom field, fill out the form with the following fields. Note: that for the purposes of allowing this trigger to function, the only required fields are the top 2. Everything else below is just extra functionality worth considering.

Date of customer custom field: This one is much like the birthday trigger up above, except that this trigger looks to see if today's date matches any custom field your customers might have that uses a date format.

You have 3 options with this one: Exact, Yearly and Monthly.

The 'Exact' option needs todays date to match by day, month and year. ("Today's date" just means whatever day in the future it happens to be).

'Yearly' will count as a match if everything but the year matches. (ie. the day and month)

'Monthly' works if just the day of the month matches. (Ie. on the 21st of every month).

Intake form submission: This trigger occurs when a customer submits an intake form. Intake forms are usually associated with a specific Appointment Service type. You can create an intake form by clicking Customers > Intake Forms.

Missed call: When a call from a customer is not answered or ends in voicemail.

New customer: When a new customer is created.

Tag added to customer: When a tag is manually added to a customer or added through a Sequence Action. With this one, you'll be able to choose if its just any tag, or a specific tag.

Winback: Based on the last class or appointment visit a customer made, this one is helpful for systematically reaching out to anyone that has not visited in x number of days. If you choose the win-back trigger straightaway without adding counter conditions, you might be prompted to add some with this message.

The reason this message shows is that Momence is looking out for the way you set this up. As soon as one of these customers makes a purchase like a class or membership, you've technically won them back, and any messaging like "We haven't seen you, please come back" probably no longer applies. So you'll probably want these counter conditions to pull the purchasers out of the sequence.

You may be wondering where you set the the most important part of this Win-back sequence: the time to wait before messaging. This can be achieved on the following page where Actions are added. Click Add Action and put the number of days to wait in the 'days after win-back' field.

New lead record created: This trigger occurs when a new lead is created. You can even filter by specific lead source. After selecting this trigger, you'll see an option to choose the specific lead source from a dropdown menu.

Lead assigned new stage: Leads often go through various stages before arriving at the end goal destination. It can be helpful to nudge them along through a stage with supplemental messaging, or maybe add a tag that gives them a discount, or even a task assigned to a staff member to follow up with them by phone. When a lead's stage is changed you're in control of what happens next.

Missed call from lead: When a call from a lead is not answered or ends in voicemail.

A missed call can trigger actions like assigning a task to call them back and an automated message that reads 'we're sorry we missed your call...we're currently in class or away from our desk and we'll be in touch as soon as we can.'

Appointment booking: When a customers books an appointment. This can be far out, prior the appointments start time. Its act of registration for the appointment that is the trigger.

Appointment visit: When customer's appointment reservation starts. You can define the trigger as 'every visit', or 'on a specific number of visits', like on the customer's 10th visit. You can also decide when the customer is enrolled in the sequence: On booking vs On check-in.

If you're wondering why 'On booking' is even an option -- wasn't this Trigger supposed to be about the visit? -- the reason for this is that on following Actions page, you'll have an opportunity to schedule an Action (like a message) that occurs before the Trigger.

If, on the trigger page, you choose 'On check-in', the following Actions page will look like this. Just one Action step option below (after) the Trigger.

If, on the trigger page, you choose 'On booking', this allows Momence to give you an additional Action step option where you can add Actions before the trigger.

In this case, a congratulatory email will be send 1 days before the trigger.

First Classpass booking: When a customer signs up for their first class using Classpass.

Number of Classpass bookings: When a customer signs up for their Nth class through Classpass. This is an easy way to systematically convert Classpass users that have hit a certain milestone, where they've had time to get to know you're teaching style, and likely now see the value in picking up a membership.

A sequence template is a list of sequences that play a part in targeting a specific type of customer over a short period of time with special messaging or other actions. Its goal is usually customer conversion. Templates often accounts for different paths a customer may take, with different sequences targeting different paths.

Using a template saves time. It skips the step of creating each individual sequence manually, allowing you to grab a list of pre-created sequences and go. All that's required is to replace the placeholders with your business info, and enable the sequences.

Select one from Marketing > Sequences > Folder from Template > name the folder > select a template > scroll to the bottom > click Create.

All templates contain messaging that needs to be modified. Some content needs to be replaced. Other content should be left as is.

For instance:

• Text in brackets [like this] needs to be replaced with your business info.

• Text in curly brackets {{like this}} does not need to be replaced -- Momence will automatically fill this in info before sending the message

This template courts those that have purchased an Intro Offer and stays with them through multiple touch points.

For instance,

• Two hours after a customer purchases an Intro Offer, they receive a welcome text (Sequence #1 above)

• Five minutes after booking their first class, a Welcome email is sent. (#2)

• Fast forward to the day of the class they booked they're getting a text two hours before its start time that conveys your excitement to have them onboard (#3, detailed below)

These are the first 3 touch points in a full list of 8 sequences aimed at customer engagement.

The goal of the sequence list is to make your intro offer customers feel welcome, seen and attended to. It even keeps an eye out for those that may not be using the intro offer immediately, and reaches out to remind them to use their intro offer while they can.

Toward the end of the sequence list, customers are intermittently notified of the intro offers impending expiration. Then it waits 10 days, and if a membership has not yet been purchased, it sends a promo offer, discounting a membership of your choice.

This template will trigger a birthday sequence for a customer on their birthday to make them feel special. It sends an SMS message that reads like this.

It checks to see if a customer has previously entered their birthday info, AND if today happens to be the same date, this will qualify as a trigger to send this message.

To check if you're collecting birthday info, see this article.

This template sends a welcome message to all new customers that aren't on an intro offer -- you'll need to choose which intro offer groups not to target by adding these as Counter Conditions. See purple message in screenshot below.

For more on what counter conditions are and how they fit into sequences, see this article.

Momence will then check for any new customers that aren't on the intro offers you've listed as counter conditions, and send the message shown below 2 hours after the customer signs up.

This template celebrates your loyal customers by acknowledging their milestones as they're passed.

Those that have made it into their 25th, 50th, and 75th classes will receive special emails acknowledging this special achievement.

This one enrolls a customer that hasn't visited your classes or appointments in some time (you control how long).

It enters them into a sequence that pings them at different intervals to win back their business. Its content is written in ways that make customers feel missed by you and your staff, and it eventually, after several outreach attempts, if they still haven't pulled trigger on a new membership or returned to class, it then offers discounts on memberships to sweeten the deal.

It's recommended that you add counter conditions that pull customers out of this sequence if they make a purchase -- at this point you've technically won them back, and any messaging thereafter like "We haven't seen you, please come back" probably no longer applies.

Here's a list of the default schedule the messaging takes, with a glimpse at the first message content (14 day win-back) pictured further down.

The leads template is setup with a trigger that looks for any new lead thats created from any potential lead source -- whether its a QR code, a paid social ad, or a lead form submission from your website. It sends a series of emails and texts, and even prompts staff to follow up by phone. Its goal is motivate potential customers to buy your intro offer.

You can even edit the trigger to look for leads from just one source by clicking Edit > choosing 'Associate with specific lead source'.

Notice that the Trigger also comes with a preset counter condition of 'Membership Purchase -- After customer is enrolled...', meaning that if at any time the customer purchases a membership after the sequence begins, they'll be removed from receiving additional messaging.

As with all sequences, all actions listed in this series are optional and only occur if they're enabled. Each can be modified for timing and content as well.

After the trigger, the first few actions are a staff task is created and assigned to a staff member to follow up by phone. An immediate welcome text is also sent, and a welcome email 5 minutes later.

Here's how the welcome text reads.

An educational email (Action number #3) is then sent a day later, and a follow up text the next day. More intermittent messaging occurs every few days until Action #10, a promotional email that fires 10 days after the original trigger. Then a few days later, another follow up call from a staff member is assigned.

Here's how the default promotional email (action #10) reads.

This template includes a set of sequences to encourage new customer referrals make their first booking. It follows up with those new referrals until they return for a 2nd visit and/or purchase an intro offer.

It also tracks customers that are attending frequently, and targets those that have hit special class attendance milestones with suggestions to share their referral link with others, enabling those that are already passionate about your studio to spread the word.

This sequence targets a specific lead source called 'abandoned checkout', where a potential customer almost bought something, and filled in just enough information that they can be contacted.

Any non-customer who abandons one of your checkout pages will be sent a series of emails and SMS messages, inviting them to reconsider their purchase and visit your business.

Edit the trigger to see options to narrow down its audience to just abandoned checkouts for certain types of items.

From the edit page, in the Association section, you can choose to only target certain checkout types (as in 'I only want to target abandoned checkouts that were looking to purchase a class, or something else). You can even choose a specific class, or membership, or product, etc.

Here's the birds eye view of how this sequence series uses SMS and email messages to encourage the customer to complete their checkout, culminating in a promo offer 5 days afterward.

And that's the list of Sequence Templates! We'll make updates here as we introduce new material.

Select a Template to use from Marketing > Sequences > Folder from Template > name the folder > select the template to use > scroll to the bottom > click Create.

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If you have sequences set up, Momence is constantly looking for the triggers you've chosen before taking actions like sending messages whenever it gets the green light.

Since its doing this at all hours on your behalf, you may prefer that your customers only receive marketing messaging between normal waking hours.

To do this, click Marketing > Sequences > click the dropdown menu to the right.

Then, enter you're start time and stop time.

Actions triggered before your 'start time' will be re-scheduled to send after your start time. Actions that are triggered after the Stop time will be rescheduled to send the following day, beginning at the Start time.

You may learn that someone is interested in receiving marketing messaging from a certain sequence you've put together.

Maybe they missed one of the trigger timeframes and have expressed interest. Or maybe you have someone that just wants to be sent through a sequence of messages again.

You can enroll them manually by clicking Marketing > Sequences > selecting a sequence.

Then clicking the dropdown to the right > clicking 'Manually enroll a customer'.

Select them and enroll them.

Don’t have Marketing on your account? Activate it directly under Apps & Integrations > App Store > Email & SMS Marketing Suite.

Sometimes the need arises to pull someone out of an individual lead sequence without unsubscribing them from all marketing emails. To remove someone from a lead sequence, click:

Marketing > Sequences > select a sequence > click Customers > search for the customer > click the 3 dots next to the customer > click Stop running.

This will remove them from just that sequence.

Within Sequences, Staff Tasks can now be assigned to entire roles or locations instead of just individuals.

This allows you to broadly assign tasks to all staff that can perform what you're asking, increasing the chance they'll be done more quickly, and allowing those who want to stand out to take on more of the load.

Another use case is with staff turnover. You may already have a series of sequences assigning tasks to individuals. If one individual moves on to another job, you'd normally need to go edit the sequences to reassign the tasks to a new staff member. With tasks auto-assigned to staff roles, this need for editing sequences is a thing of the past.

Multiple staff are shown the same task. Here are two separate staff dashboards. Both have Front Desk role permissions.

When staff click on a task, a pop-up will show the details and any needed links, like a link to the customer's profile.

When one staff member marks a task as done...

...it will disappear for the other staff members who have the same role assigned.

To create a sequence that assigns a staff task, click Marketing > Sequences > New Sequence from Scratch.

Choose a triggering event.

Then click Add step > Add Action.

Under Action type, choose Staff Task > choose 'By Staff Role' or 'By Staff Location'.

Your sequence will now look something like this. When you're done, click enable up above.

Lastly, make sure to check that you have the correct staff assigned to the role from Settings > Roles.

To set this up you'll need to:

• Create two tags: Standard customer, Class pass customer

• Create 2 sequences: to tag, and remove tags from customers

• Restrict purchases of the package or subscription by tag -- only allow Standard customers to purchase it

Click Customers > Tags > Create tag > make them each applicable to customers. Create a badge if needed. This can help you identify who's who later on at a glance.

Side note: if you don't want the badges for these tags showing up in customer lists like a class signup list, you can skip the 'badge creation' step when creating tags. Tags are not visible to customers.

Tag 1

Tag 2

Click Marketing > Sequences > Create > Sequence from Scratch

Trigger: class signup

Counter condition: customer has tag: class pass customer

Action: tag the customer using "Standard Customer"

Submit & Enable sequence
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Trigger: number of class pass bookings / trigger on every booking

Action 1: Tag the customer as a class pass user

Action 2: remove the "Standard Customer" tag

Submit & Enable sequence
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Locate the subscription or pack, click Edit > scroll to Additional Settings > Restrictions > choose that Standard tag > click Save.

Marketing Sequences allow you to do more than just send messages to targeted groups. Among the list of available Actions is the option to Add a Tag.

A tag allows you to do things like:

More importantly, when you automate when and where tags are added, you remove the need to add them manually.

Tag functionality is expanding to other categories. You can be very specific about restrictions for your classes, workshops, appointments, etc. by using the Add tags action type within Marketing Sequences.

In this example we'll use this new feature to tag customers, then restrict class booking by tag.

Say you offer an advanced class. You don't use the word 'advanced' lightly and you want to be sure signups are ready for what you're going to put them through. Its a hard class, after all.

How can you make sure every sign up is experienced?

You can tell Momence to check for class history, say a minimum of 5 classes attended. Momence will then check to see 'Has this customer attended 5 classes? If so, apply this special tag. You can then restrict booking of this advanced class to only allow those that have this tag.

To set this up, there are 3 main steps:

Click Customers > Tags > Create new Tag

Name the tag > select Customer under 'Choose what can be tagged using this tag' > toggle on 'Turn into customer badge' > name the Custom label / choose a color.

(When we're done, this label will show next to customers names on a class sign up list)

Click Marketing > Sequences > Create > Sequence from Scratch

Title the Sequence > For the trigger, choose Classes > Class visit

Under Visits, select Trigger on Specific Number of visits > put 5 > select On Check-in > click Submit

In the Sequence Builder at the bottom, click Add Step > Add Action

Title the Action > under Action Type, select 'Add tags' > select the tag you previously created > click Submit

Enable the Sequence

From a class details page, you can edit this setting for:

Scroll to Additional Settings > 'Restrict who is eligible to book and when' > toggle on 'Restrict bookings to customers with specific tags' > choose the tag > select 'Any time' > Save Changes

Now, customers attempting to book this class will only be able to if they've taken 5 classes. If they haven't, they'll see this automated message.

If they have taken 5 classes, they'll be able to sign up and you'll see these badges shown next to each of their names on the sign up list.

And that's it! You're all done!

Maybe you're considering requiring a discovery call as a prerequisite for booking other appointment services.

You could set this up by:

The One-time Enrollment setting allows you to ensure that customers can only be enrolled once in a particular sequence. Whether you're managing a win-back campaign or providing special messaging to class pack customers, this feature offers greater control over your communication strategy.

By toggling on the One-time Enrollment setting for any of your sequences, you can prevent customers from being enrolled in that sequence multiple times. Once a customer has gone through the sequence, they won't receive those specific communications again, regardless of any subsequent triggers.

Imagine you have a win-back sequence designed to entice customers who haven't visited your studio in a while. This sequence might offer a discount code or a special offer to encourage them to return. With One-time Enrollment enabled, you can prevent customers from exploiting this system by repeatedly waiting for the discount before returning. This ensures that the incentive remains effective and targeted.

Many yoga studios provide special messaging to customers when they sign up for a class pack, offering guidance on how to make the most of their purchase. However, if customers frequently purchase the same package, they may not need to receive this messaging repeatedly. By enabling One-time Enrollment for your class pack sequence, you can ensure that customers only receive this introductory information once, streamlining their experience and avoiding unnecessary redundancy.

If you have a group of regular customers that historically have attended one type of class, and you're looking to message just that group, you can target everyone thats ever taken this type of class by doing the following:

Create the campaign sequence

Create the segmented list