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.
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Classes
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.
Memberships
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.
Intro Offers
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).
Customers
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.
Leads
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.'
Appointments
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.
Other
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.