Using the Positive Intent Trigger

In this article, we will see how you can use positive intent triggers. 

Let's say I want to build out a database reactivation campaign like this one, that reaches out to my contacts with an offer. Depending on how they respond, we want to automatically follow up in different ways.

Navigating Triggers

So to start the whole thing off, we're going to send out a bulk SMS to our selected contacts or list with a "Would You Be Interested" campaign. 

Essentially, we're telling them that we have something awesome and asking if they're interested.

If they respond positively, we want to advance them on the top track of this campaign to book a call.

You can also build out a negative intent trigger for long-term nurture (the lower track), but we're going to focus on the positive intent for this video, which is the top track. 

The trigger point we need to look at is our initial "Would You Be Interested" outreach campaign.

If I go to Campaigns under Automation, I can open my outreach campaign.

It only has one event - our bulk SMS. We'll open it up to show you what it says.

This is the text our contacts will receive. As you can see, we're telling them we have something awesome and asking if they're interested.

Now we're going to open our second campaign. This is the one that will trigger automatically if they respond to the first campaign positively.

The first event of this campaign is another SMS. Let's see what it says.

If they respond positively to the first campaign, they'll get a text that says, "awesome. go ahead and click here to book."

The only thing missing is a trigger to identify their response as being positive. 

So let's click “Triggers” on the left menu. We've already created a Positive Intent trigger and we'll open it up to show you how it works.

Single Trigger

This single trigger will identify contacts who respond positively to our outreach campaign and add them to our positive intent campaign. Let me show you how you can set it up.

In the left column, select “Customer Replied” as your trigger type.

And because we're using text messaging for our campaigns, add a reply channel filter with SMS selected.

Then add an Intent Type filter and select positive. 

This uses a Google machine learning AI called dialogue flow, which interprets a wide range of positive responses. So if your contact responds with yes, yeah, sure, ok, or something similar, it will be treated as positive intent.

You'll also want to add a Replied to Campaign filter and select your outreach campaign. 

This makes sure that the trigger is only looking for responses from your outreach campaign specifically, instead of sending an SMS any time someone texts you with Yes.

On the right side, our action is to add contacts who respond positively to our positive intent campaign. 

Select “Add to Campaign” and then choose your positive intent campaign.

Testing Trigger

Great, our trigger is set up, so let's test it out. 

We’ll click “Contacts”, and then select a dummy contact. We've already added my own phone number to the contact's record.

Now we scroll down and click “Add to Campaign”.

We're going to choose our outreach campaign from the dropdown. As soon as we “Click Add”, the initial text of the outreach campaign should be sent.

We've got my phone open and as you can see, we've received the initial text. Am I interested in something awesome? Let's reply with Sure.

If Google recognizes Sure as a positive response, which it should, then we'll be automatically added to our positive intent campaign and I should receive a follow up text. 

If you look to the left, you can see that the positive intent campaign is now added.

And here's our next SMS, which means the trigger is working perfectly. 

Obviously, you can build out more complex campaigns using positive intent, but this example shows you the basics of how it works. Using positive and negative intent is a great way to automate a campaign and pre-qualify your audience.