Trigger campaigns

Trigger campaigns are automated messages sent to a customer in response to a specific action or event: abandoned cart, order confirmation, shipment, return, or a period of inactivity. The goal is to bring the buyer back, speed up the purchase, or increase loyalty through personalized communications.

How trigger campaigns work

Trigger campaigns are fired by an event in the sales system or CRM: a user performed an action or a deadline arrived. A typical architecture includes three parts: the event source, the rules logic, and the delivery channel. The event source is data from the marketplace cabinet, warehouse, or the Kaspi.kz payment system. The rules logic determines which message to send and after which interval. The delivery channel is email, SMS, push, or Kaspi internal messaging.

• Event source: order status, cart creation, stock change, return, review.
• Logic: timing rules, frequency limits, segmentation by order value and product category.
• Channel: combined use of email, SMS and push for different scenarios.

Technically, integration is done via the Kaspi API or via exports and imports into an automation system. For sellers in Kazakhstan a common scenario is: Kaspi sends notifications about order statuses, the automation system recognizes the event and sends a message with personal data: name, order number, tracking number.

Why trigger campaigns matter for a seller

Sellers see benefits in three dimensions: higher conversion, fewer operational inquiries, and increased LTV. Specific benefits include:

• Recovering abandoned carts. In Kazakhstan the average cart abandonment rate for Kaspi.kz sellers is around 60–75%. Sellers’ experience shows a well-configured trigger series recovers 10–25% of those carts.
• Reducing support load. Automated notifications about delivery and tracking numbers reduce "where is my order" inquiries by 15–40%.
• Increasing average order value. Additional trigger offers — for example accessories related to the purchased product — add +3–7% in upsell revenue to the average ticket in the first 30 days after purchase.

Triggers are also useful for managing reputation and returns: notifications sent before a return allow offering an exchange or discount, which in practice reduces returns by 5–10% in electronics and apparel categories.

Typical scenarios for Kaspi.kz sellers and concrete examples

Below is a collection of scenarios with timing, channel and example copy that Kaspi.kz sellers actually use.

1. Abandoned cart
   • Timing: 1 hour, 24 hours, 72 hours.
   • Channel: SMS + email. SMS for quick reminder, email for longer copy and product visuals.
   • Example copies:
     • SMS (1 hour): "You left items in your cart on Kaspi.kz. Complete your order now — items are reserved for a limited time. [Link]"
     • Email (24 hours): "Still thinking? Your cart is waiting on Kaspi.kz. We’ve saved the items and offer fast delivery. Complete purchase now and get free delivery on orders over X KZT."
     • Final reminder (72 hours): offer a small incentive. "Last chance — save 5% on items in your cart. Use code SAVE5 at checkout. [Link]"
   • Best practices: display product image, price and remaining stock; include direct link to checkout; set frequency limits and exclude users who already purchased.
2. Order confirmation
   • Timing: immediately after order is placed.
   • Channel: email + push or Kaspi internal message.
   • Example copy: "Thank you — your order #12345 is confirmed. Estimated delivery: DD.MM. Track your order: [Link]. Contact seller: [phone/email]."
   • Why: reduces anxiety, sets expectations and cuts "where is my order" queries.
3. Shipment & tracking
   • Timing: when the order status changes to "shipped" or tracking number appears.
   • Channel: SMS + email + push.
   • Example copy: "Your order #12345 has been shipped. Tracking number: TRK123456. Track here: [tracking link]. Expected delivery: DD.MM."
   • Include: courier name, tracking URL, and expected delivery window.
4. Delivery completed / proof of delivery
   • Timing: on delivery confirmation or next day.
   • Channel: email + push.
   • Example copy: "Good news — your Kaspi.kz order #12345 was delivered. Please confirm receipt and rate your experience."
   • Follow-up: prompt for review and up-sell suggestions after 3–7 days.
5. Return process updates
   • Timing: at return request, when return is received, and when refund is processed.
   • Channel: email + internal messages.
   • Example copy: "We received your return for order #12345. Refund will be processed within X business days. Need help or want an exchange? Reply or contact seller."
   • Tip: include next steps and estimated dates to reduce support tickets.
6. Review request
   • Timing: 3–7 days after delivery.
   • Channel: email + push.
   • Example copy: "How did we do? Share your feedback on the product and delivery — it helps other Kaspi.kz buyers. Leave a review: [Link]."
   • Incentive: small coupon for leaving a review can increase response rates.
7. Post-purchase cross-sell / upsell
   • Timing: 1–14 days after purchase, depending on category.
   • Channel: email with product recommendations.
   • Example: "Customers who bought your phone also bought these accessories. Get 10% off the bundle for 7 days."
8. Reactivation of inactive buyers
   • Timing: 60–180 days without purchases.
   • Channel: email with personalized offer or promo.
   • Example copy: "We miss you on Kaspi.kz — here’s 10% off your next order. Valid until DD.MM."

Practical tips for setup and optimization

• Start simple: implement 2–3 high-value triggers first (abandoned cart, order confirmation, shipment) and expand later.
• Personalize: use customer name, order number, product details and dynamic recommendations based on category or price.
• A/B test timing, channel mix and subject lines. Even small lifts in open/click rates compound over many messages.
• Frequency caps: limit how many messages a user receives per week to avoid fatigue.
• Respect consent: read Kaspi data flags for SMS/push consent and honor "do not disturb" hours.
• Measure unit economics: track revenue per message and ROI, not only open rates.
• Use transactional templates for status updates and promotional templates for offers — separate channels and KPIs.

Technical nuances and integration

Integration options: Kaspi API/webhooks or periodic exports. Key technical points:

• Idempotency: ensure webhooks/notifications are processed once — implement idempotency keys to avoid duplicate sends.
• Mapping: map Kaspi fields (order id, status, tracking number, buyer contacts, consent flags) to your automation platform consistently.
• Token handling: handle API authentication refresh and failures gracefully; log errors and retry with backoff.
• Timezone and localization: schedule sends in the buyer's local timezone; format dates/currency according to Kazakhstan conventions.
• Data privacy: store and process only necessary personal data and follow Kaspi marketplace rules and local legislation.
• Monitoring and logs: keep delivery logs, bounce reasons and opt-out events for debugging and reporting.

Mistakes to avoid

• Sending duplicate notifications due to non‑idempotent webhook handling.
• Ignoring consent flags and sending SMS/push to users without permission.
• Over-messaging customers or sending reminders at inappropriate hours.
• Poor personalization: generic messages with missing order data reduce trust.
• Not logging failures and not alerting on repeated delivery errors.
• Using the same creative for all categories — tune offers and timing by product type and price segment.

A final checklist for a quick start: connect Kaspi events to your automation, implement the three core triggers (cart, order, shipment), set consent and frequency rules, prepare templates with dynamic fields, and run an A/B test to choose the best timing and channel mix.