BizConnector rules are autonomous. Ostensibly, they are not aware of each other.
But through rule actions that update fields, they can be made to work together in a seamless symbiosis!
Handling ‘the long tail’ is one example of how this can be implemented effortlessly in BizConnector. Let’s take a simple example:
- Let’s say you have a web form on your site inviting people to learn more about a specific product or service.
- And you have a rating system for leads – say hot, warm, and cool.
- When anyone indicates their interest by submitting name and email address, you want to send a sequence of seven weekly emails.
- You think the weekly frequency is appropriate for people who are interested in what you have to say.
- You set up systems for those who respond quickly.
- But what about those who don’t respond in the seven weeks?
Here’s the BizConnector solution:
- In addition to the email content for the seven weekly emails, decide on email content that will be sent at a slower pace – for those leads who are not quick to respond.
- Let’s say you will re-use some email templates, and create a few new ones as well.
- The solution involves two rules – one for warm leads and one for cool leads. (Hot leads are those that responded within the first seven weeks.)
- The warm rule will send seven weekly emails, and in the eighth week will update the Rating field to ‘cool’.
- The cool rule will fire, and send ten monthly emails (note the slower pace…)
- That’s all you need to do!
The effect of this is:
- Everyone will start receiving the seven weekly emails.
- But those who respond will only receive the weekly emails up to the point that they respond. They are not sent ‘irrelevant’ emails because of the ‘Check Before Send’ feature basic to the tool.
- After the seventh week, those still on the drip will have their Rating field changed to ‘cool’.
- This kicks off the cool rule, which starts sending the monthly emails.
- You remain ‘top of mind’ for these non-responders.
- Think of this as the ‘long tail’, about which plenty has been written – on the internet and elsewhere.
Now that was easy, wasn’t it?