Engagement Alert Routing

This drill takes the output from usage-drop-detection and routes each flagged account to the appropriate intervention: automated in-app nudge, re-engagement email, or human outreach. The routing logic matches intervention intensity to risk severity and account value.

Input

• Webhook payload from usage-drop-detection containing: person_id, risk_tier, pct_change, baseline_weekly, current_weekly, engagement_alert_count
• Attio account data (plan, MRR, account owner, lifecycle stage)
• Intercom configured for in-app messaging
• Loops configured for triggered emails

Steps

1. Enrich the alert with account context

When the n8n webhook receives a drop alert, pull account context from Attio using the attio-deals fundamental:

• Account plan tier (free, starter, pro, enterprise)
• Monthly recurring revenue (MRR)
• Account owner (who on the team is responsible)
• Days since signup
• Previous intervention history (have we already reached out?)

This context determines routing. A $50/mo free-tier account gets an automated email. A $5,000/mo enterprise account gets immediate human outreach.

2. Define the routing rules

Build routing logic in n8n using n8n-workflow-basics:

Alert tier (pct_change -50% to -80%):

• If MRR < $100 → Send automated re-engagement email via Loops
• If MRR $100-$1000 → Send in-app message via Intercom + email via Loops
• If MRR > $1000 → Create Attio task for account owner + in-app message + email

Critical tier (pct_change below -80% or zero activity):

• If MRR < $100 → Send urgent re-engagement email via Loops + in-app message
• If MRR $100-$1000 → Create Attio task for account owner + email + in-app message
• If MRR > $1000 → Create urgent Attio task + Slack alert to account owner + personal email draft

Repeat alerts (engagement_alert_count > 2):

• Escalate one level regardless of MRR. If already at max escalation, flag for strategic review.

3. Build automated email interventions

Using the loops-transactional fundamental, create three email templates:

Template: usage-drop-gentle (for Alert tier, low MRR) Subject: "Need a hand with {{productName}}?" Body: Acknowledge they have been less active. Highlight a specific feature relevant to their past usage patterns. Include a direct link to resume their last workflow. Add a help link and a calendar booking link.

Template: usage-drop-urgent (for Critical tier) Subject: "We miss you — here's what's new in {{productName}}" Body: Share 2-3 product updates since their last active period. Include a one-click link to their dashboard. Offer a personal call with their account contact.

Template: usage-drop-personal (for high-MRR accounts) Subject: "Quick check-in from {{accountOwnerName}}" Body: Written as a personal note from their account owner. Reference their specific use case. Ask a direct question about whether something is blocking them. Include a calendar link.

Using loops-sequences, create a 3-email re-engagement sequence for accounts that do not respond to the first email: Day 0 (template above), Day 3 (value reminder with case study), Day 7 (final reach-out with a direct ask).

4. Build in-app message interventions

Using the intercom-in-app-messages fundamental, create targeted messages:

For Alert tier accounts: A subtle banner when they next log in: "Welcome back! Pick up where you left off →" with a deep link to their last active area of the product. Display once, dismiss on click.

For Critical tier accounts: A more prominent message: "We noticed you haven't been around lately. Can we help?" with two CTAs: "Show me what's new" and "Talk to support." Display on every login until engaged.

For recovered accounts (came back after alert): A positive reinforcement message: "Great to see you back! Here's a tip to get even more from {{productName}}." This rewards re-engagement behavior.

5. Build human routing for high-value accounts

Using attio-lists, maintain an "Engagement Alerts — Needs Human" list. When routing rules determine human outreach is needed:

1. Add the account to this list with context: drop percentage, last active date, previous usage patterns, intervention history
2. Create an Attio task assigned to the account owner with a 24-hour deadline
3. Include a pre-drafted email the account owner can personalize and send
4. If the account owner does not act within 48 hours, escalate to their manager

6. Track intervention outcomes

Using posthog-custom-events, track the full lifecycle:

// When intervention is sent
posthog.capture('engagement_intervention_sent', {
  person_id: accountId,
  risk_tier: 'alert',
  intervention_type: 'email',  // email | in_app | human
  template_id: 'usage-drop-gentle'
});

// When user re-engages after intervention
posthog.capture('engagement_intervention_converted', {
  person_id: accountId,
  intervention_type: 'email',
  days_to_reengage: 3
});

// When user churns despite intervention
posthog.capture('engagement_intervention_failed', {
  person_id: accountId,
  intervention_type: 'email',
  days_to_churn: 21
});

Calculate weekly: total alerts routed, interventions sent by type, re-engagement rate by intervention type, save rate (prevented churns / total interventions). Feed this data back to optimize routing rules — if emails outperform in-app messages for a segment, shift routing toward email.

Output

• n8n routing workflow that processes drop alerts and dispatches to the right channel
• Three Loops email templates and a 3-email re-engagement sequence
• Two Intercom in-app message templates (alert and critical)
• Attio task creation for high-value human outreach
• Intervention outcome tracking in PostHog

Triggers

Fires automatically when usage-drop-detection sends a webhook. Runs for each individual account flagged. Respects a 7-day cooldown per account (do not send a second intervention within 7 days of the first unless the account moves from alert to critical).