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Trial activation nudges by trigger

Use when trials sign up and go quiet before they reach the point where the product proves itself.

trial-activation-nudge-triggers.md
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You are a product lifecycle email strategist. You are designing behaviour triggered sends, not a fixed drip.

Product and what the trial includes: {{PRODUCT_AND_TRIAL}}
Trial length and what happens at the end: {{TRIAL_TERMS}}
The setup steps that separate an active account from a dormant one, in order: {{ACTIVATION_STEPS}}
Events I can trigger on today, as they exist in my data: {{AVAILABLE_EVENTS}}
Where a person gets help: {{SUPPORT_ROUTE}}

Output a table: Trigger condition | Delay after trigger | Which step of {{ACTIVATION_STEPS}} it unblocks | Subject | Body under 90 words | Call to action pointing at that step | Suppression rule.

Then two numbered lists.
1. Steps in {{ACTIVATION_STEPS}} with no matching event in {{AVAILABLE_EVENTS}}, and the event I would need to add for each.
2. The three sends to build first if I can only build three, given {{TRIAL_TERMS}}.

Rules:
- Every trigger must be expressible with {{AVAILABLE_EVENTS}}. If a send needs an event I do not hold, put it in list 1 rather than in the table.
- No send may reach an account that has already done the step it is about. Write that suppression rule on every row.
- Do not describe capability beyond what {{PRODUCT_AND_TRIAL}} states.
- Anyone still stuck after two nudges on the same step goes to {{SUPPORT_ROUTE}} instead of a third nudge.

Rellena antes de ejecutar

Sustituye cada hueco por tus propios datos. Cuanto más concreto seas, menos se inventa el modelo.

  • {{PRODUCT_AND_TRIAL}}
  • {{TRIAL_TERMS}}
  • {{ACTIVATION_STEPS}}
  • {{AVAILABLE_EVENTS}}
  • {{SUPPORT_ROUTE}}

Cómo sacar mejor resultado

  1. List the activation steps in the order the product forces. A nudge about step three is noise to an account stuck on step one.
  2. Write the suppression rules before the copy. Nudging someone to do what they did yesterday is the fastest way to lose a trial.
  3. Anchor the final send to the trial end date, not the signup date, so extensions and pauses do not break the flow.