Ciaran Whelan (An Ounce of Light)
Please comment below on how you would use date based triggers in your business workflow. Have I left any part of the scenario out that you would be using in your business?
The following highlights the central feature of the trigger, which is using the event date (in this case, the wedding date) as the reference point to automate the sequence of emails
leading up to the event.
By efficiently using the
future wedding date
to program this sequence, we can deliver an exceptional service, ensuring our clients feel valued, informed, and excited throughout their wedding journey. This is called "client nurturing".
I would like to now provide you with an example Persona of a bride and groom (Client) that is looking for a photographer for their wedding day.
The following personas and examples should ideally help you understand the reason why an email sequence uses a booked event date as the trigger for the automated email sequence. The automated email sequence for wedding couples is designed to be
date-triggered
based on the future event (wedding) date, offering several essential advantages:
  • Personalized Experience:
    By programming the emails according to the wedding date, we can tailor the content and timing to each couple's unique journey, creating a more personalized experience.
  • Timely and Relevant Information:
    The sequence ensures that the right information reaches the couple at the right time, guiding them through the wedding preparation process efficiently.
  • Smooth Workflow:
    Automating the sequence saves time and effort, allowing us to focus on other crucial aspects of our photography services.
  • Client Nurturing:
    The sequence includes emails at various stages leading up to the wedding, nurturing the couple and building a strong relationship with them.
  • Excitement Building:
    By sharing sneak peeks of engagement photos and reliving magical moments, we build anticipation and excitement for the couple's special day.
  • Reminders and Payments:
    Timely reminders for payments and final preparations ensure a seamless and stress-free experience for the couple.
Now, let's look at the automated email sequence with highlighted timeframes based on the wedding date:
  • Email 1
    - Welcome and Thank You: Sent within a week of booking confirmation.
  • Email 2
    - Preparing for Your Engagement Shoot: 10 months before the wedding.
  • Email 3
    - Schedule Your Engagement Shoot: 9 months before the wedding. (This email will have a schedule booking link in it to book the engagement shoot). This should automatically add a date booking for the engagement shoot and
    trigger email 4, 5 and 6
    .
  • Email 4
    - What to Wear and Natural Poses: 2 weeks before the engagement shoot.
  • Email 5
    - Excitement for Your Engagement Shoot!: Sent the day before the engagement shoot.
  • Email 6
    - Sneak Peek of Engagement Photos: 1 week after the engagement shoot.
  • Email 7
    - Nurture: Preparing for the Big Day: Around 8 months before the wedding.
  • Email 8
    - Nurture: Choosing Your Ideal Wedding Photo Locations: Around 7 months before the wedding.
  • Email 9
    - Nurture: Dressing for Success - Photography Tips: Around 6 months before the wedding.
  • Email 10
    - Planning Finalization and Shot List: Around 4 months before the wedding.
  • Email 11
    - Nurture: How to Make the Most of Your Wedding Photos: Around 3 months before the wedding.
  • Email 12
    - Nurture: Capturing Candid Moments - Relax and Enjoy!: Around 2 months before the wedding.
  • Email 13
    - 4 Weeks Until the Big Day!: Sent approximately 4 weeks before the wedding day.
  • Email 14
    - Nurture: Cherishing Your Love Story - Our Photography Approach: 2 weeks before the wedding.
  • Email 15
    - Final Payment Reminder: 1 week before the wedding day and final payment deadline.
  • Email 16
    - Your Wedding Day is Almost Here!: Sent 1 day before the morning of the wedding day.
  • Email 17
    - Nurture: A Heartfelt Thank You: Sent 1 day after the wedding.
  • Email 18
    - Nurture: Reliving the Magic - Sneak Peek Gallery: 1 week after the wedding.
  • Email 19
    - Delivery of Wedding Gallery: Sent after post-production is completed, typically 4-6 weeks after the wedding.
EXAMPLE PERSONA: BRIDE - SARAH THOMPSON
Sarah Thompson is a 28-year-old marketing professional who recently got engaged to her longtime partner, David. They have been dreaming of a beautiful outdoor wedding with a rustic theme. Sarah is a detail-oriented person who values personal touches and excellent customer service. With a busy work schedule, she's looking for vendors who can provide a seamless and stress-free wedding planning experience. Sarah loves photography and wants her wedding photos to capture the genuine emotions of the day.
SCENARIO: SARAH BOOKS HER WEDDING PHOTOGRAPHER
Sarah and David start their search for a wedding photographer online. They come across "An Ounce of Light," a local wedding photography business known for their stunning outdoor wedding shots.
Sarah finds their website user-friendly and is impressed by the portfolio, showcasing breathtaking outdoor wedding photos that match her vision.
She fills out the inquiry form on the website, providing her wedding date, venue location, and some details about their rustic theme.
Within a few hours, Sarah receives a personalized email from "An Ounce of Light," thanking her for the inquiry and expressing excitement about her upcoming wedding.
The email includes a link to schedule a consultation call at a time convenient for Sarah. She appreciates the prompt response and schedules the call for the following evening.
During the consultation call, the photographer, Mary Jane, warmly greets Sarah and David. Mary Jane takes the time to understand their vision, preferences, and wedding photography needs.
Mary Jane explains the photography packages and services offered, assuring Sarah that they have an Automated Email System to guide them through the entire process, making it stress-free.
Sarah is thrilled with the options and decides to book "An Ounce of Light" for her wedding day. Mary Jane sends an online contract and payment link for the deposit.
After Sarah completes the booking process, she receives a delightful "Welcome to An Ounce of Light!" email. The email outlines the upcoming steps and the Automated Email System she will receive leading up to her wedding day.
EXAMPLE PERSONA: WEDDING PHOTOGRAPHER - MARY JANE
Mary Jane is a talented 32-year-old wedding photographer who runs "An Ounce of Light". She has a passion for capturing genuine moments and emotions on a couple's special day. As a small business owner, Mary Jane manages everything from client inquiries to post-production and album design. She values streamlined workflows and personalized customer experiences.
SCENARIO: MARY JANE HANDLES THE BOOKING WITH THE AUTOMATED EMAIL SYSTEM
Mary Jane receives an email notification about a new inquiry from Sarah Thompson through the website's inquiry form.
She logs into her Moxie customer portal, where all inquiries are automatically stored.
Moxie has a built-in Automated Email System that can trigger a sequence of emails based on the wedding date
.
Mary Jane reviews the inquiry details and instantly sends Sarah a personalized "Thank You for Your Inquiry" email through the Automated Email System. The email includes a link to schedule a consultation call.
The next day,
Moxie CRM
reminds Mary Jane about the scheduled consultation call with Sarah and David. Mary Jane joins the call, well-prepared with her notes about the couple's vision and preferences.
During the call, Mary Jane engages with the couple, answers their questions, and presents the photography packages that align with their needs.
After the call, Mary Jane updates Moxie to reflect that Sarah and David have booked "An Ounce of Light."
Moxie CRM triggers an automated "Welcome to An Ounce of Light!" email, which provides Sarah with a warm greeting and outlines the upcoming steps, including the Automated Email System leading up to the wedding day.
Mary Jane has already pre-set the email sequence in Moxie, so she knows that Sarah will receive timely emails with useful information about their engagement shoot, wedding planning tips, outfit suggestions, and payment reminders.
As the wedding day approaches, Moxie reminds Mary Jane to deliver the sneak peek gallery and the final wedding gallery, ensuring she doesn't miss any crucial deadlines.
With the Automated Email System in place, Mary Jane can focus on capturing the couple's special day while providing a personalized and stress-free experience for Sarah and David. Moxie allows her to manage bookings, communications, and deliverables efficiently, making "An Ounce of Light" thrive with exceptional customer satisfaction.
August 8, 2023