Automating your Campaigns with Trigger Points

Lucas Jans -

In this article you will learn how to automatically add people to your campaign at the right time.

There are two different ways to automatically add people to your marketing campaigns. You can rely on Trigger Points - which are specific events that we detect in the customer's life-cycle - or you can have people automatically get added/removed automatically if they meet conditions which you define.

 

Trigger Points

Trigger Points are a preset number of events to help you easily trigger your campaigns. These Trigger Point can be applied with optional filters to limit who gets added to your campaign.

Account

New Customer

  • Previously had no policies within the last 60 days
  • Has a policy that is now active (not including future active policies) with an effective date no older than 60 days ago

New Bound Customer

The key difference between New Customer and New Bound Customer is a New Customer event doesn't fire until at least one policy is effective, while the new New Bound customer fires immediately.

  • Previously had no policies within the last 60 days
  • Has a policy that is now active with an effective date no older than 60 days ago or active in the future

Lost Customer

Because sometimes data from your Agency Management System is delayed we advise when using the Lost Customer event to wait at least 3 weeks in case the latent renewed policies are added back in that time frame.

  • Previously had an active policy
  • Now has no active policies

New Prospect

  • Previously we did not have this Account in our system
  • Now we have an Account with Customer Type of Prospect

Reinstated Customer

  • Previously had a policy within the previous 60 days
  • And the last data had no active policies
  • Now we have an Active Policy that's currently effective or effective in the future

Policy

Lost Policy

  • Previously the policy was active
  • Now the policy has expired or the status is no longer Active

New Quoted Policy

  • A new policy is recognized by Policy ID
  • And the new policy status is Quoted

Additional Policy

This event detects any subsequent policies after the first one.

  • Customer has at least one existing policy
  • A new policy is detected by Policy ID
  • And this policy is Active and has an effective date equal to today or the past
  • And this is not a renewed policy

New Policy

This event detects only the first new active policy.

  • A new policy is detected by Policy ID
  • And this policy is Active and has an effective date equal to today or the past
  • And this is not a renewed policy

Renewed Policy

This Trigger does not work for PowerBroker at this time.

  • An additional policy entity is detected by a new Policy ID but the same Policy Number
  • This additional policy is a status of Renewed

 

Claim

(TAM and Epic do not provide claim data at this time.)

New Claim

  • The number of claims has increased
  • The new claim has a loss date within the last 30 days 
  • If the system doesn't track loss date, then the new claim has a reported date within the last 30 days

Closed Claim

  • The number of closed claims has increased
  • The newly closed claim was not not closed previously.

 

Custom Segments

You can define segments using the segment builder to identify anyone who you may want to automate marketing to. First, define your segment. Let's illustrate this with an example: We want to automatically send Personal Clients who spend at least $8,000 in premium a year. 

Open Campaign Settings

 

Create your segment

Click edit on the Segments option and define your criteria. In our case we'll create criteria to limit target Personal Lines customers who spend $8,000 in premium a year.

In the end our Segmentation criteria looks like this

Finally select the segment that you've chosen.

Making it run automatically

Now that your criteria is set up you need to tell the system to add new customers who match this criteria to the campaign. You may also want to automatically remove them when they no longer match the criteria

Head back to the Sequence Settings and change Add When to Match Segments. This tells the system when the segment you selected "High Net Worth Personal" is matched that we'll add those matching accounts to this sequence automatically.

 

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