Eliminate the Inevitable “Oops” Email with Autopilot’s New Eject Action
You’ve worked hard to craft a unique and segmented automation campaign. You launch. And then…the first response is from that one unimpressed (and slightly annoyed) customer who slipped through the cracks. Then instantly you’re getting demands for explanation from your executive team. Sound familiar?
This is one of the biggest challenges facing marketing automation users over the past decade. The open opportunity who receives a “first time” outreach from a sales rep. The webinar attendee sent a “we missed you” email. It begs the question: how can we avoid these scenarios?
To dodge these mistakes, marketers often litter automated campaigns with condition checks or if/then statements, leading to massive and complex workflows. These can become overwhelming and difficult to manage, and ultimately lead to contacts slipping through the cracks.
Enter Autopilot’s new “Eject from Journey” shape, which offers the flexibility to use triggers and conditions to immediately disqualify or “eject” contacts from a journey. Voila. This allows you to simplify journeys by removing all those condition checks, easily manage all your targeting criteria in one canvas, and eliminate the dreaded “oops” email.
Ejection’s obvious value add
Use ejection to ensure contacts don’t receive content that’s not relevant or applicable to them. You can eject a contact from an automated journey in response to them taking an action (e.g. purchasing), updating a field value (e.g. lead status = open), getting added to a list or smart segment (e.g. content downloader), clicking an email, or pretty much anything else.
Here are specific use cases that come to mind:
- Eject users from nurture when they sign up for a free trial
- Remove consumers from your abandoned shopping cart campaign after they purchase
- Disqualify contacts from automated sales outreach when sales connects with them
- Eject customers from a seasonal promotion who have already redeemed the offer
Where the ejection shape gets even more interesting
Aside from minimizing mistakes, there are a lot of cool things you can do with ejection that will streamline and refine your automation.
Ensure contacts aren’t part of overlapping journeys. Afraid you may be reaching out to contacts in multiple journeys too frequently? Nervous you’re sending repeat content? You can use the eject shape to make sure contacts are only in one journey at a time for easier management and peace of mind.
One way to do this would be to eject contacts from low priority journeys when they qualify for more valuable ones. This is especially applicable if you have multiple journeys that are similar in content or follow up, such as content download drips, event follow ups or automated sales outreach.
Manage list-specific unsubscribes. Having multiple unsubscribe lists is an easy hack to reduce your email unsubscribe rates. With ejection, it becomes even easier to manage these unsubscribes within an existing journey. Simply create a smart segment based on UTM parameters, and eject users when they qualify for the segment. Being able to eject list or journey-specific unsubscribes, ensures you’re complying with CAN-SPAM laws while simultaneously reducing your overall unsubscribe rates.
Eject unmarketable contacts (e.g. analysts, investors, competitors, etc.). Whether you want to admit it or not, no one’s database is perfectly clean and full of only highly qualified leads and customers. Use ejection to help manage those unmarketable leads that you still need to hang on to—friends you invite to events but don’t want to sell to, competitors who download your content to see what you’re up to, and media who may just be doing research for a new piece.
Remove unqualified individuals. At a past company, we’d have a number of customers accidentally sign up for free trials instead of logging into their account. I’ve also seen plenty of customers fill out contact sales forms trying to get in touch with support. In these instances, it’s a good idea to immediately eject these contacts from an automated journey that they probably don’t qualify for anyway.
Pro Tip: Add a notification before the ejection to notify the proper internal team to follow up with them directly.
How Autopilot uses ejection
Like a lot of companies using marketing automation today, the internal Autopilot team nurtures early-stage leads down the funnel and encourages those who show intent to sign up for a free trial.
Before using Ejection, our journey looked like this:
You’ll see there are a number of condition checks throughout the entire journey, 27 to be exact. We added one before each email to see if contacts had signed up for a free trial.
With the “Eject from Journey” shape, we’re able to consolidate all these condition checks, along with the sending of Segment events and notifications to the team. This results in a total of 81 shapes eliminated in this one journey alone, and leads to a much sleeker, more manageable lifecycle nurture journey.
Here’s a close-up of the mini-ejection journey that eliminated 81 shapes and made it easier to send internal notifications to the team every time a lead signed up for a free trial.
Getting started with ejection
The “Eject from Journey” shape is now live in all Autopilot accounts, and implementing it is as simple as using any other action in Autopilot—simply drag and drop. For more detailed information around this new action, visit our help center.
Give it a try for yourself and see how simple it can make your day-to-day.