TRIFFT Emotional Brain: Strategic Use Cases Playbook

The goal is to find the right micro-segment within the 3 layers below (Lifecycle State, ELS Label and Momentum) with the most detailed segment being defined below, but you can drop the bottom filters if the segment gets too small

Use Case 1: Increase Purchase Frequency

Goal

Tailor conversion efforts for low-purchasing customers by targeting them according to emotional affinity and momentum rather than generic discounts.

Dashboard Filter

• Lifecycle State: Engaged Browsers
• Spend x Love Matrix: Cheerleader (High Love, Low Spend)
• Momentum: Up (High Velocity)

CRM Execution (Klaviyo & Bloomreach)

• Target Filter: trifft_lifecycle_state = 'Engaged Browsers' trifft_els_label = 'Cheerleader' AND trifft_momentum = 'Up'
• Campaign Strategy:
  • Avoid deep price cuts. Leverage high brand love with product curation, early access, and low-threshold perks (e.g., free gift with purchase, free shipping).
• AI Prompt: "Draft an engaging product discovery email highlighting top-rated items for a brand fan who hasn't purchased recently."

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Use Case 2: Margin Erosion Protection

Goal

Identify discount-dependent customers (Mercenaries) and eliminate margin-diluting blanket sales.

Dashboard Filter

• Spend x Love Matrix: Mercenary (High Spend, Low Love)

CRM Execution (Klaviyo & Bloomreach)

• Target Filter: trifft_els_label = 'Mercenary'
• Campaign Strategy:
  • Suppression: Exclude this segment from site-wide % off sales and flash discounts.
  • Alternative Incentive: Shift to spend-and-get thresholds (e.g., Spend $100, get $15 off next order), product bundles, or non-cash VIP perks.
• AI Prompt: "Draft an upsell email focused on product bundles and minimum spend thresholds, avoiding direct discount terminology."

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Use Case 3: Real Customer Base Monetization

Goal

Distinguish recently lapsed customers from long-term inactive accounts to optimize win-back ROI and preserve email deliverability.

Dashboard Filter

• Section 2: Click Cooling + Dormant and Customers to Re-Engage KPI cards.
• Section 4: Select Lifecycle State = Cooling or Dormant.

CRM Execution (Klaviyo & Bloomreach)

• Target Filter: trifft_lifecycle_state IN ('Cooling', 'Dormant', '') OBS: Non-suppressed customers without a Lifecycle State are dormant for so long they do not receive a state. These are prime for re-engagement.
• Campaign Strategy:
  • Cooling (Recent): Send gentle replenishment reminders, "what's new" updates, and seasonal highlights.
  • Dormant (Long-term): Send high-impact win-back offers. If inactive after 3 attempts, sunset the profile to protect sender reputation.
• AI Prompt: "Write a warm 'It's been a while' re-engagement email showcasing new arrivals since their last purchase."

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Use Case 4: Retention Churn Vulnerability

Goal

Pre-empt buyer disengagement by identifying downward momentum before customers slip into dormancy.

Dashboard Filter

• Momentum: Down (Downward Momentum)

OR

• Lifecycle State: Cooling OR Dormant

A customer will not have Momentum if they are Cooling or Dormant because Momentum reflects the short term and the Lifecycle State is more medium term. So they don't overlap.

CRM Execution (Klaviyo & Bloomreach)

• Target Filter: trifft_momentum = 'Down'
• Campaign Strategy:
  • Step 1: Trigger an automated customer satisfaction pulse-check ("How was your recent experience?") to catch friction early.
  • Step 2: Follow up with an exclusive VIP re-connection perk or personalized concierge outreach.
• AI Prompt: "Write an empathetic check-in email asking for feedback on recent experiences without sounding like a sales pitch."

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Quick Reference