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Types of triggers

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Learn about the types of marketing triggers available in Wise.

Certain actions within the Wise system can generate automatic marketing messages. The actions that can trigger messages can be linked to marketing campaigns. These triggers are configured in the Wise configuration manager.

Wise can automatically generate messages for the following actions:

  • sending a direct message (one-off marketing campaign)
  • the direct registration of a campaign
  • changing a customer label

The registration and triggering of these actions per customer are set in the system. Actions can also be triggered by changes to a customer's information, when a membership expires, or when a customer's library membership is up for renewal. 

Change in customer information triggers 

Some messages in Wise are generated when a customer's information is changed. The trigger takes effect whether the change is made in the staff client or by the customer online.

Some examples of this trigger include:

Code Action
AIN New library card account
AHR Renew library card account
AWD Customer changed their library card account type
AWP Change of membership per expiration date
Uxxx Reason for unsubscribing
WFL Change of branch

In order for these actions to generate a marketing message, the system stores the following customer action data:

  • institution  
  • customer ID
  • membership number
  • type of change
  • date of change

New billing period triggers 

When the library's billing period begins, the system generates the following marketing messages:

Code Action Details
AAI Offer for direct deposit to pay for library card account
  • Secondary library card accounts, free accounts, collection accounts, and temporary library card accounts are excluded from the process
  • The remaining library card account types are reviewed for billing. Accounts that will expire in the next month will be sent a message.
  • The system determines whether the AAI action has already been triggered by the system. If an invoice has not been sent, the message will be triggered.
  • The AAI trigger takes precedence over the AEF trigger. When both actions are triggered for a customer, only the AAI trigger will be executed and a corresponding marketing action will take place. A customer never receives both of these messages at the same time.
AEF Offer to bill by email
Lxx Length of membership (library membership) Wise will check for all valid customers with library accounts that were opened in the month that is being opened. The system will look at the duration of these new accounts and send an appropriate email to the customer indicating the length of the membership.
VJD Birthday The VJD (Birthday) trigger is triggered when Wise checks all valid customer accounts to see if they have a birthday in the upcoming month. A valid customer has a valid library card. Customers born on February 29 will receive a birthday email on their birthday in a leap year and on March 1 all other years.

Monthly generated customer labels triggers 

Code Action Details
RET Retention After customer labels are generated, the system will determine if a retention message should apply to the account.

 

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