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What is a sequence template?
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.
Why use one?
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.
Things to know before getting started
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
Here's what each Sequence Template sets out to achieve
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Intro offer funnel
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.
Customer Birthday
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.
New Customer
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.
Customer Milestones
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.
Winback Sequence
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.
Lead Conversion
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.
Convert Referrals to Members
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.
Abandoned Checkout Lead Conversion
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.