Members pay a monthly fee for one of two plans: Coverage of their car's vital maintenance needs, or coverage of the vehicle's entire service and repair needs. We concluded that it was the customers who did not book all the services they could (didn't "get their money's worth") who were not renewing. So we created onboarding campaigns specifically targeted to each subscription level that would prompt the customer to book a covered service and reiterate the messaging of all the services that are covered (and an occasional upsell to the bigger plan).
We decided to proactively and directly engage new subscribers to take advantage of the services covered at their plan level. We would encourage interaction with the program during the first 8-12 weeks to get the customer in the habit, so to speak, of using their plan services. We needed to create and deploy targeted onboarding schedules that would begin showing our customers right away the actual value they can start getting from their plan. When their renewal date comes around, they will have been getting good value out of their program all year long, making renewal a much easier decision.
The onboarding is managed by MailChimp Automation campaigns, which allows the client to easy update the message content. What we need to do is add new subscribers to the list that will initiate the right onboarding automation in MailChimp. We have available a webhook announcement from our subscription management tool, ZoHo Subscriptions.
ZoHo sends new subscriber information to a REST endpoint at Integromat. Integromat allows us to leverage service integrations and advanced data processing without having to reinvent the wheel for every kind of data structure. The subscription announcement is parsed and analyzed at Integromat and the new subscriber information is added to the appropriate list via the MailChimp API.
