The Advanced Wait Builder is a tool that allows you to create time-sensitive, highly individualized campaigns. We've laid out some specific examples below, along with their settings in the builder to get you started with some ideas.
Getting Started
First, navigate to the advanced wait builder by following these steps:
Navigate to Automation > Conductor Conversations.
Open the conversation you wish to edit.
Add a wait step by clicking on the green plus sign and selecting wait step, or skip to step 4 if already added.
Click on the step to edit it's properties.
💡 In order to execute the examples, you'll need to have profile fields set up for information such as birthday, birth month, anniversary, etc. Learn more about setting up profile fields.
Anniversary Trip Example
A hotel chain that is promoting their weekend getaway packages wants to target couples celebrating their anniversaries. In order to give the couples time to plan the trip, and schedule time away from work, the email promotion should go out four weeks prior to the anniversary date.
What happens in this wait step?
In the day field, specify when the email should be sent. In this case, instead of sending it on the anniversary it should be sent on the first Monday of the month based on the month provided in the Anniversary profile field.
The incremented year will add a year to the year when a contact enters the step. This can allow contacts who sign up, but have already passed their anniversary month to receive the email the following year.
The time field determines when the email should be sent. In this example, the time will differ based on when each contact completes the signup that enters them into the conversation and therefor enters this wait step.
Lastly, the offset allows you to send the email before the specific date in the anniversary profile field. In this example, the email will be sent four weeks prior to that date.
💡 When using an increment of one year starting on the date the step is entered the contact will not automatically receive the email series each year. In order to repeat the series , you can include a Goto Step that sends the contact back into the Wait Step.
Belated Birthday Wish
A skincare and cosmetics company has a cheeky sense of humor and decides that to stand out from the crowd, they'll send a "happy belated birthday" message. The message is triggered to send one week after the shopper's birthday.
What happens in this wait step?
This step relies on profile fields for birth day and birth month. Specifying these in the day and month field will hold the contact until it matches these values. The increment in the year field will hold a contact until the following year based on when they enter your conductor conversation so that if a contact's birthday is already past they will receive the message the following year. The message will be sent based on when a contact entered the conversation and the offset will send the message one week after the birth date and birth month specified in the profile field.
Using Dates to Determine Content
A jewelry store can easily determine birthstones based on the information they've gathered from their shoppers-- birth month. They decide to send out a campaign showcasing personalized birthstone jewelry. This campaign is slated to go out the first day of the shopper's birth month.
What happens in this wait step?
This step relies on profile field of birth month. The wait step will hold contacts until the first day of the month that matches this value. The increment in the year field will hold a contact until the following year based on when they enter your conductor conversation so that if a contact's birthday is already past they will receive the message the following year. The message will be sent based on when a contact entered the conversation and the offset will send the message on the first day of the month that matches the birth month field because no offset (0 days) is set.
Expiring Coupon
A department store sent out a birthday coupon to all of their valued shoppers that is valid for the entirety of their birth month. They want to ensure that an additional email goes out one week before the end of the month reminding them that the coupon will soon expire.
What happens in this wait step?
This step relies on profile field of birth month. The wait step will hold contacts until the last day of the month that matches this value. The year using the step entered date will hold the contact until the specified month of the current year. The message will be sent based on when a contact entered the conversation and the offset will send the message one week before the end of the month that matches the birth month field because an offset of 7 days before is used.