How dem dey use am
The same engine, four different definition of "the goal"
Nothing dey change between dem except wetin count as trigger and wetin count as success. Shop want second order. Clinic want the appointment kept. SaaS want the feature used. Agency want all three, twenty times over, without twenty copies of the same funnel.
E-commerce and retail
Welcome, abandoned basket, post-purchase, review request, replenishment on date field, and win-back for the ones wey don go quiet. The goal na almost always the second order, and the reason goal node matter na say nobody suppose hear "we miss you" the day after dem come back.
Service businesses
Salon, physiotherapy clinic, garage, studio, restaurant. The diary don already be marketing engine; e just no get anybody wey dey work am. Confirm, remind the day before, follow up on no-show, ask for the review while e still fresh, and notice the regular wey no come since spring.
SaaS and produkt tims
Your product know who activate, who stall at step three and who no log in for two weeks. Post dem as events and the sequence go write itself — and, more importantly, e go stop itself the moment the person do the thing wey you dey push dem towards.
Agency dem
One funnel, build once, dey run in twenty projects with twenty sets of sending credentials — each one on the client own domain and reputation. Report per client wey no need phone call to explain am, and API to build whatever your account managers actually want.
Di shape wey dey under
Six funnels cover most of wetin any of dem need
Whatever the business be, the same half-dozen shapes dey come up. E worth am to recognise dem, because the difference between businesses usually na one node.
Welcome
Somebody join. Two or three messages inside two weeks wey talk who you be and wetin to expect, then stop. The most valuable funnel wey almost nobody build, because na the one wey decide whether the next hundred go open.
Di push
Dem start something and no finish am. Basket, booking, form, trial step. One reminder, one incentive, then leave dem alone — with goal node so the second message go cancel the instant dem finish.
Afta di tin
Dem buy, visit, attend. Thank dem, ask how e go, and suggest wetin usually dey come next. Na here the review request suppose dey, at the moment the memory still warm.
Di date
Birthday, renewal, service interval, one year since the last visit. date_field trigger with offset — three days before, thirty days after — and no spreadsheet of dates wey somebody suppose remember to check.
Di quiet ones
Segment go find dem: three orders, none in ninety days. Dem enter, dem get two messages, and either dem come back or dem tag dem as dormant and leave dem in peace. To send forever to people wey stop listening na how sender reputation dey die.
Di announcement
No be funnel at all — na campaign. Audience, materialise once, throttle am so small mailbox no go overwhelmed, count am from delivery events afterwards. E be different shape and dem keep am as one.
Four kinds of business, one question: who don go quiet?
Wetin different here, in practice
Three things dey come up again and again once people don run this for one month, and none of dem na the thing wey dem sign up for.
The goal node dey change behaviour. Once sequence dey reliably stop when somebody convert, you go write braver sequences — because the embarrassing failure mode, to chase somebody wey don already buy, don gone.
The consent record dey change wetin you fit dare do. To know exactly where list come from mean say you know which part of am you fit write to, and the answer usually be "more than I think, and not that one".
Filtered reporting dey change decisions. The first month no sweet, because the numbers smaller. The second month better, because the tests start to tell you things wey turn out to be true.
- 1ShopTrigger
payment_made. Goal: one second order. - 2ClinicTrigger
booking_made. Goal: the next appointment wey dem book. - 3SaaSTrigger
api_event—signup.completed. Goal: di first real use. - 4AgencyAll three, inside three projects, from one funnel definition wey dem maintain once.
- iEvery other thing dey the sameSame waits, same quiet hours, same goal meaning, same reports.
The engine no send wetin business you dey do
None of dis one really be you?
Talk wetin you dey send today and who you dey send am to. We go tell you how e go look here, or say e no need us.