18 Marketing Automatisering Voorbeelden die Resultaat Opleveren (Met Workflows)

New Subscriber
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    v
Email 1: Welcome (Immediate)
    - Subject: "Welcome to [Brand] - Here's 15% off"
    - Content: Introduction, discount code, bestsellers
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    +-- Wait 2 days
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Email 2: Brand Story (Day 2)
    - Subject: "Why we started [Brand]"
    - Content: Origin story, mission, values
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    +-- Wait 2 days
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Email 3: Social Proof (Day 4)
    - Subject: "What customers are saying"
    - Content: Reviews, testimonials, UGC
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    +-- Wait 3 days
    v
Email 4: Discount Reminder (Day 7)
    - Subject: "Your 15% off expires tomorrow"
    - Content: Urgency, product recommendations
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Exit or Move to Regular Newsletter

Cart Abandoned
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    +-- Wait 1 hour
    v
Email 1: Reminder (Hour 1)
    - Subject: "Forget something?"
    - Content: Cart items with images, direct checkout link
    - No discount
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    +-- Check: Purchased?
    |       |
    |       +-- Yes: Exit
    |       +-- No: Continue
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    +-- Wait 23 hours
    v
Email 2: Social Proof (Day 1)
    - Subject: "People love these items"
    - Content: Reviews for cart items, "great choice" messaging
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    +-- Check: Purchased?
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    +-- Wait 24 hours
    v
Email 3: Incentive (Day 2)
    - Subject: "10% off to complete your order"
    - Content: Discount code, urgency, cart contents
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    +-- Wait 24 hours
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Email 4: Final Urgency (Day 3)
    - Subject: "Last chance - cart expires soon"
    - Content: Scarcity messaging, final reminder
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Exit

First Purchase Completed
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Email 1: Order Confirmation (Immediate)
    - Transactional: Order details, timeline
    - Marketing: "Complete the look" recommendations
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    +-- Order Shipped
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Email 2: Shipping Notification
    - Tracking link, delivery estimate
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    +-- Order Delivered + 3 days
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Email 3: Product Guide
    - How to use/care for product
    - Tips for best results
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    +-- Wait 4 days
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Email 4: Review Request
    - 1-click star rating
    - Incentive: Loyalty points or small discount
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    +-- Wait 7 days
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Email 5: Cross-Sell
    - "Customers who bought X also love..."
    - Based on purchased category
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    +-- Wait 7 days
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Email 6: Loyalty Invitation
    - Points earned from purchase
    - How to redeem, tier benefits
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Exit to Repeat Customer Segment

Product Viewed (No Add to Cart)
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    +-- Wait 2 hours
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Email 1: Browse Reminder
    - Subject: "Still thinking about [Product Name]?"
    - Content: Product viewed, key features, reviews
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    +-- Check: Purchased or Added to Cart?
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    +-- Wait 24 hours
    v
Email 2: Similar Products
    - Subject: "More styles you might love"
    - Content: Product viewed + 4 similar options
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    +-- Wait 48 hours
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Email 3: Category Bestsellers
    - Subject: "Top picks in [Category]"
    - Content: Best-selling items in browsed category
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Exit

No Purchase in 60 Days
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Email 1: We Miss You (Day 60)
    - Subject: "It's been a while, [Name]"
    - Content: What's new since last visit, popular items
    - No discount
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    +-- Check: Purchased?
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    +-- Wait 15 days
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Email 2: What's New (Day 75)
    - Subject: "New arrivals you haven't seen"
    - Content: New products, improvements, seasonal items
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    +-- Wait 15 days
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Email 3: Win-Back Offer (Day 90)
    - Subject: "20% off to welcome you back"
    - Content: Discount code, bestsellers, urgency
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    +-- Wait 15 days
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Email 4: Final Attempt (Day 105)
    - Subject: "We're cleaning our list..."
    - Content: Last chance to stay, discount reminder
    - Click to stay subscribed CTA
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    +-- Check: Engaged?
    |       |
    |       +-- Yes: Return to active segment
    |       +-- No: Suppress from list
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Exit

Purchase: Consumable Product
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    +-- Wait (Consumption Cycle - 7 days)
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Email 1: Running Low Reminder
    - Subject: "Time to restock [Product]?"
    - Content: Product image, easy reorder button
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    +-- Check: Reordered?
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    +-- Wait 5 days
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Email 2: Reorder Prompt
    - Subject: "Don't run out of [Product]"
    - Content: Stronger reminder, possible small discount
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    +-- Check: Reordered?
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    +-- Wait 7 days
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Email 3: Subscription Offer
    - Subject: "Never run out - Subscribe and save 15%"
    - Content: Subscription benefits, convenience, savings
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Exit

VIP Threshold Reached ($500+ spend or Gold tier)
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Email 1: Congratulations (Immediate)
    - Subject: "You've earned VIP status!"
    - Content: Recognition, new benefits overview
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    +-- Wait 3 days
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Email 2: Exclusive Benefits
    - Subject: "Your VIP perks are waiting"
    - Content: Detailed benefits, how to use them
    - Early access, exclusive discounts, priority support
    |
    +-- Wait 7 days
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Email 3: VIP-Only Offer
    - Subject: "VIP exclusive: 25% off everything"
    - Content: Higher discount than regular promotions
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Move to VIP Segment

Content Downloaded (E-book, Whitepaper, Guide)
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Email 1: Content Delivery (Immediate)
    - Subject: "Your [Content Title] is ready"
    - Content: Download link, brief intro
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    +-- Wait 3 days
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Email 2: Related Content
    - Subject: "More insights on [Topic]"
    - Content: Related blog posts, case studies
    - Track engagement
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    +-- Wait 4 days
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Email 3: Case Study
    - Subject: "How [Customer] achieved [Result]"
    - Content: Relevant success story
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    +-- Wait 5 days
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Email 4: Educational Content
    - Subject: "[Topic] best practices"
    - Content: How-to guide, tips
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    +-- Score Check: High engagement?
    |       |
    |       +-- Yes: Send to sales (MQL)
    |       +-- No: Continue nurturing
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    +-- Wait 7 days
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Email 5: Soft CTA
    - Subject: "Ready to see [Product] in action?"
    - Content: Demo offer, consultation
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Continue to Long-Term Nurture or Sales Handoff

Webinar Completed
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    +-- Segment: Attended vs. Registered but missed
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    +-- ATTENDED PATH:
    v
Email 1: Recording + Resources (Within 2 hours)
    - Subject: "Recording: [Webinar Title]"
    - Content: Recording link, slides, additional resources
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    +-- Wait 2 days
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Email 2: Key Takeaways
    - Subject: "3 takeaways from [Webinar]"
    - Content: Summary, related content links
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    +-- Wait 3 days
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Email 3: Case Study
    - Subject: "Putting [Topic] into practice"
    - Content: How others implemented learnings
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    +-- Wait 4 days
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Email 4: Consultation Offer
    - Subject: "Questions about [Topic]?"
    - Content: Offer free consultation/strategy call
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Exit or Sales Follow-up

    +-- MISSED PATH:
    v
Email 1: Recording Available (Within 2 hours)
    - Subject: "You missed it, but here's the recording"
    - Content: Recording link, highlights preview
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    +-- Watch Recording?
    |       |
    |       +-- Yes: Merge to Attended path
    |       +-- No: Continue
    |
    +-- Wait 5 days
    v
Email 2: Highlights Summary
    - Subject: "5-minute summary: [Webinar Topic]"
    - Content: Text-based key points for non-watchers
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Exit to General Nurture

Trial Started
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Email 1: Getting Started (Immediate)
    - Subject: "Welcome! Let's get you set up"
    - Content: Quick start guide, first steps, help resources
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    +-- Wait 1 day
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Email 2: Feature Highlight (Day 2)
    - Subject: "Have you tried [Key Feature]?"
    - Content: Feature tutorial, use case example
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    +-- Wait 2 days
    v
Email 3: Success Tips (Day 4)
    - Subject: "How top users get results with [Product]"
    - Content: Best practices, pro tips
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    +-- Check: Active User?
    |       |
    |       +-- No: Trigger re-engagement branch
    |       +-- Yes: Continue
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    +-- Wait 3 days
    v
Email 4: Case Study (Day 7)
    - Subject: "[Company] increased [metric] by [X]%"
    - Content: Relevant customer success story
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    +-- Trial Midpoint (Day 7)
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Email 5: Progress Check (Day 7)
    - Subject: "Your trial so far + what's next"
    - Content: Usage summary, unused features, upgrade preview
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    +-- Wait 4 days
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Email 6: Premium Features (Day 11)
    - Subject: "Unlock [Premium Feature] on paid plans"
    - Content: What they're missing, upgrade benefits
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    +-- Trial Day 12
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Email 7: Expiration Warning (Day 12)
    - Subject: "Your trial ends in 2 days"
    - Content: Upgrade CTA, pricing, what happens at expiration
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    +-- Trial Day 14
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Email 8: Trial Ended (Day 14)
    - Subject: "Your trial has ended - extend or upgrade?"
    - Content: Data retention policy, upgrade offer, extension option
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Exit or Extended Trial Path

No Login in 3+ Days
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Email: Re-engagement
    - Subject: "Need help getting started?"
    - Content: Common obstacles, live support offer
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    +-- Wait 2 days
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Email: Alternative Offer
    - Subject: "Would a demo help?"
    - Content: Guided demo booking, video tutorial

Target Account Engagement Signal
(Site visit, content download, intent data)
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    v
Action 1: Alert Sales (Immediate)
    - Slack/CRM notification to account owner
    - Include engagement context
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    +-- Same day
    v
Action 2: LinkedIn Connection Request
    - Sales connects with key contacts
    - Personalized message referencing shared interest
    |
    +-- Wait 2 days
    v
Email 1: Personalized Outreach
    - Subject: "[Mutual connection] suggested we connect"
    - Content: Value prop specific to their industry/role
    |
    +-- Wait 3 days
    v
Action 3: Content Targeting
    - Add to paid advertising audience
    - Serve relevant case studies
    |
    +-- Wait 4 days
    v
Email 2: Industry Insight
    - Subject: "[Industry] trends for 2026"
    - Content: Relevant research, mention their specific challenges
    |
    +-- Wait 5 days
    v
Email 3: Peer Reference
    - Subject: "How [Similar Company] solved [Problem]"
    - Content: Case study from same industry
    |
    +-- Wait 7 days
    v
Action 4: Direct Mail (High-Value Accounts)
    - Send physical gift or content
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    +-- Wait 5 days
    v
Email 4: Meeting Request
    - Subject: "15 minutes to explore [specific opportunity]?"
    - Content: Clear agenda, calendar link
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    v
Exit to Sales Process or Continue Nurture

Contract Signed
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Email 1: Welcome + Implementation (Immediate)
    - Subject: "Welcome aboard! Here's your onboarding plan"
    - Content: Timeline, team introductions, first steps
    - Include customer success manager contact
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    +-- Wait 1 day
    v
Action: Schedule Kickoff Call
    - Calendar invite for implementation kickoff
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    +-- Week 1
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Email 2: Quick Wins
    - Subject: "3 things to do in your first week"
    - Content: Easy wins that show value fast
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    +-- Week 2
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Email 3: Advanced Features
    - Subject: "Ready for the next level?"
    - Content: Feature unlocks, advanced tutorials
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    +-- Week 4
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Email 4: Check-In
    - Subject: "How are things going?"
    - Content: Progress check, NPS survey, resource links
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    +-- Check: NPS Score?
    |       |
    |       +-- Promoter (9-10): Request referral/review
    |       +-- Passive (7-8): Continue standard path
    |       +-- Detractor (0-6): Alert CS team immediately
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    +-- Week 8
    v
Email 5: Success Metrics
    - Subject: "Your first 60 days with [Product]"
    - Content: Usage stats, value delivered, what's next
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    +-- Week 12
    v
Email 6: Expansion Preview
    - Subject: "Features that might interest you"
    - Content: Relevant upsells based on usage patterns
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    v
Exit to Regular Customer Communications

PQL Trigger Event Detected
(Examples: Invited team members, hit usage limit,
viewed pricing 3+ times, used premium feature)
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    v
Action 1: Update Lead Score
    - Add points based on trigger
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    +-- Check: Score > Threshold?
    |       |
    |       +-- No: Continue monitoring
    |       +-- Yes: Continue
    v
Action 2: Alert Sales (Immediate)
    - Slack notification to assigned rep
    - Include user context and behavior history
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    +-- Parallel
    v
Email: Personalized Offer
    - Subject: "Hitting limits? Here's what's next"
    - Content: Acknowledge behavior, offer upgrade/call
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Action 3: Enroll in High-Touch Sequence
    - Multi-channel follow-up
    - Sales call/demo scheduling
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Exit to Sales Process

Usage at 80% of Plan Limit
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In-App Notification: Usage Warning
    - "You've used 80% of your monthly [resource]"
    |
    +-- Wait 1 day
    v
Email 1: Usage Update
    - Subject: "You're almost out of [resource]"
    - Content: Usage stats, what happens at limit, upgrade options
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    +-- Check: Upgraded?
    |       |
    |       +-- Yes: Exit
    |       +-- No: Continue
    |
    +-- Usage hits 95%
    v
In-App Notification: Urgent Warning
    - "Only 5% of [resource] remaining"
    - Prominent upgrade button
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    +-- Wait 1 day
    v
Email 2: Upgrade Offer
    - Subject: "Don't lose access - upgrade today"
    - Content: Special offer, comparison of plans
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    +-- Usage hits 100%
    v
In-App: Limit Reached
    - Feature disabled or degraded
    - Clear path to upgrade
    |
    +-- Wait 1 day
    v
Email 3: Grace Period
    - Subject: "Your [feature] is limited - here's a 7-day extension"
    - Content: Temporary limit increase, upgrade CTA
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    v
Exit or Continue Degraded Experience

Churn Risk Signal Detected
(Reduced usage, support complaints, missed payments,
competitor visits)
    |
    v
Action 1: Update Customer Health Score
    |
    +-- Check: Health Score < Threshold?
    |       |
    |       +-- No: Monitor
    |       +-- Yes: Continue
    v
Action 2: Alert Customer Success (Immediate)
    - CRM task for outreach
    - Include risk context
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    +-- Same day
    v
Email 1: Check-In
    - Subject: "How can we help?"
    - Content: Non-sales approach, genuine offer to help
    - Reply encouraged
    |
    +-- Wait 3 days
    v
Action 3: Personal Outreach
    - CS manager direct email or call
    - Offer strategy session
    |
    +-- Wait 5 days
    v
Email 2: Value Reminder
    - Subject: "Here's what [Product] has done for you"
    - Content: Usage stats, value delivered, ROI metrics
    |
    +-- Wait 7 days
    v
Email 3: Retention Offer (if needed)
    - Subject: "Let's make this work for you"
    - Content: Special pricing, plan adjustment, pause option
    |
    v
Exit to Active Monitoring

Monthly Subscriber at 90 Days
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    +-- Check: High engagement?
    |       |
    |       +-- No: Wait and re-check later
    |       +-- Yes: Continue
    v
Email 1: Annual Value Proposition
    - Subject: "Lock in your rate and save 20%"
    - Content: Annual benefits, savings calculation
    |
    +-- Wait 7 days
    v
Email 2: Social Proof
    - Subject: "Why 70% of users choose annual"
    - Content: Testimonials, reduced hassle, planning benefits
    |
    +-- Wait 14 days
    v
Email 3: Limited Offer
    - Subject: "24-hour offer: Extra month free with annual"
    - Content: Bonus offer, urgency
    |
    v
Exit to Long-Term Monthly Segment

Cart Abandoned (SMS Consent = Yes)
    |
    +-- Wait 1 hour
    v
Email 1: Cart Reminder
    - Subject: "You left items in your cart"
    - Content: Cart contents, checkout link
    |
    +-- Wait 4 hours
    v
SMS 1: Short Reminder
    - Message: "Your [Brand] cart is waiting!
      Complete checkout: [link]"
    |
    +-- Check: Purchased?
    |       |
    |       +-- Yes: Exit
    |       +-- No: Continue
    |
    +-- Wait 20 hours
    v
Email 2: Social Proof
    - Subject: "These items are popular"
    - Content: Reviews, "great choice" messaging
    |
    +-- Wait 24 hours
    v
SMS 2: Incentive
    - Message: "Still thinking? Take 10% off:
      CODE10 - [link]"
    |
    +-- Wait 24 hours
    v
Email 3: Final Reminder
    - Subject: "Last chance for your saved items"
    - Content: Urgency, discount reminder
    |
    v
Exit

Order Placed (WhatsApp Consent = Yes)
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WhatsApp 1: Order Confirmation (Immediate)
    - Message: "Thanks for your order #[number]!
      We're preparing your items now."
    |
    +-- Order Shipped
    v
WhatsApp 2: Shipping Update
    - Message: "Your order is on the way!
      Track here: [link]
      Estimated delivery: [date]"
    |
    +-- Order Delivered
    v
WhatsApp 3: Delivery Confirmation
    - Message: "Your order has arrived!
      Questions? Reply to this message.
      Rate your experience: [link]"
    |
    +-- Wait 7 days
    v
WhatsApp 4: Cross-Sell
    - Message: "Hi [Name]! Based on your purchase,
      you might love these: [product link]
      Reply STOP to opt out"
    |
    v
Exit