Use Cases for Twilio Engage

Use Twilio Engage to build personalized marketing campaigns and improve:

• Acquisition through lookalike audience targeting or promo campaigns.
• Conversion through seasonal or onboarding campaigns and lead nurture.
• Retention through customer loyalty and reactivation campaigns.

To help you get started with Engage, here are a few example campaigns.

Customer loyalty email campaign

This journey sends an exclusive promo code to repeat customers to promote ongoing loyalty.

1. Create the entry condition with the step name Loyalty Program.
   • All users who performed the Order Completed event at least 3 times and where the price is greater than 100, any time within 30 days.
2. Add a delay of 7 days.
3. Add a True/False split. Split the users around a computed trait of Order Refunded at least 1 time, any time within 30 days.
   • For the True branch, send the list of users to an email step to receive a refund survey.
   • For the False branch, send the list of users to an email step for a personalized message with a “35OFF” promo code.
   • Add a Conversion Goal of 35OFF Promo Used to track users who performed the Order Completed event at least 1 time where the promo_discount used equals 35OFF.

Cart abandonment

This journey sends purchase reminders to cart abandonment users based on the channels they’ve subscribed to.

1. Create the entry condition with the step name Product Added to Cart.
   • All users who performed the Product Added event at least 1 time within the last 7 days and who haven’t performed Order Completed at least 1 time in the last 7 days.
2. Add a delay of 4 hours.
3. Add a True/False split. Split the users around a computed trait of Order Completed at least 1 time within 7 days.
4. For the False branch, add a multi-branch split.
   1. For users who have the custom trait email_opt_in equals true:
      • Send to an email step to receive a purchase reminder.
   2. For users who have the custom trait SMS_opt_in equals true:
      • Send to an SMS step to receive a purchase reminder text.
   3. For users who have the custom trait email_opt_in equals false and who have the custom trait SMS_opt_in equals false:
      • Send to an ads destination.

Onboarding

This journey sends exclusive offers and onboarding emails based on user action.

1. Create the entry condition with the step name Visited Resort Site.
   • All users who performed the Page Viewed event at least 1 time within the last 7 days.
2. Send to a destination to receive resort advertisements.
3. Add a delay of 2 days.
4. Add a Send Email step called Exclusive Offer. Send an exclusive offer code “NORESORTFEE” to waive the resort fee.
   • Add a conversion goal of Exclusive Offer Accepted to track users who performed the Order Completed event at least 1 time and where the promo_discount used equals NORESORTFEE.
5. Add a delay of 7 days.
6. Add a True/False split. Split the user around a computed trait of Order Completed at least 1 time in the last 7 days.
   • For the True branch, send the list of users to an email step to receive resort details and a list of amenities.
   • For the False Branch, send the list of users to an SMS step to receive a tour invite.

Low recency campaign

This campaign sends personalized re-engagement email and SMS promo offers to low recency customers.

1. Create the entry condition with the step name Low Recency Customers.
   • All users who performed the Item Purchased event zero times within the last 180 days.
2. Add a Send Email step called Send Re-engagement Email.
   • Personalize the message with merge tags to invite users to view new products related to their most common purchase category.
   • Add a conversion goal to track users who performed the Product Viewed event at least 1 time within 7 days after message delivery.
3. Add a delay of 7 days.
4. Add a True/False split. Split the audience around a computed trait of Item Purchased at least 1 time within 7 days.
   • For the True branch, send the list of users to an SMS step to receive a purchase survey.
   • For the False branch, send the list of users to an SMS step to receive a discount code.
     • Add merge tags and test the SMS before you send it.
     • Define a conversion goal of Item Purchased at least 1 time within 7 days after message delivery to track the campaign performance.

Company updates and newsletters

Use Engage to send one-time updates as part of a campaign.

• Share company updates or essential widespread communication.
• Update customers on changes to your terms of service or privacy policies.
• Keep customers informed through newsletters.

This campaign sends a semi-annual newsletter to subscribed users.

1. Create the entry condition with the step name Newsletter Opt-in.
   • Include all users who are in the audience Newsletter Opt-in.
2. Send users to an email step to receive a newsletter.