Intro

The integration BoomerangFX uses to create, launch, and measure Drip campaigns is called Braze. For reference, Braze is a customer engagement platform that helps companies build stronger relationships with their users through personalized, automated messaging.

We utilize Drip Marketing features such as automated targeted campaigns, both email + sms messages to boost long term loyalty and improve re-engagement efforts!

FYI → Definition of words you will commonly used in this document

Flow ⇒ the sequence of emails sent out in a certain path
Trigger ⇒ the event that STARTS the email flow
Exit ⇒ event that ENDS the current flow
CTA ⇒ “Call to Action”, where you want to click and be directed to next steps </aside>

Process

Before going into the best examples of how we can these automated message campaigns, we need to understand how the integration works. Below I’ve included a diagram explaining the process:

High level overview of how drip marketing works

Best Practices

Drip marketing flows vary depending on the audience and industry they are focused on. After reviewing best practices for different industries (major retailers, gyms & salons, med spas and wellness clinics, etc), these are the flows that resulted in the most success.

IMPORTANT TO NOTE:

**While Flow and Content is a major factor for patient engagement but - it is key to note that when the messages are sent is just as an important factor.

Best Times: ✅ Early Evening (after work hours) - 5 → 7 PM ✅ Mid Day (highest engagement, people most active on phones here) - 11 AM → 2 PM

✅ Tuesday - Thursday & Saturday - Sunday are the best days to send out messages

Not recommended to send messages at start or end of week as it has highest chance to be covered by other emails/messages

Thankfully Braze Integration already takes these points into consideration 😎.

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New Leads

These flows are based on when a new lead enters the canvas. Ideally, sending both SMS and emails is optimal as it increases the likelihood for the person of interest (PoI) to open the message. Whenever the PoI interacts with the messages, it will logged for accurate reporting. Additionally, if they click on the CTA and do book a consult - it will end the journey early (More on this later).

Ideal Flow w/ a focus on set message sent per stage

While having one direct flow of messages is great - many other businesses utilize another canvas flow if the PoI will be entering the flow multiple times

For Instance → An establish patient interacts with any new promotions/campaigns will re-enter the New Lead flow

In this case, it is best to implement A/B Messages. Essentially, this means having two different options for messages that are sent at each stage. This ensures the PoI doesn’t feel like they are getting the same message when they progress through the stages.

Excluding first message, all others have two variants to choose from. Both messages will NEVER be sent out to avoid flags

Excluding first message, all others have two variants to choose from. Both messages will NEVER be sent out to avoid flags

Patient Retention

This example follows an ideal flow for re-engagement. This is similar to the New Lead flow above but with content focused more towards their experience and improving retention + cross marketing.