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Overview
Winning back loyal members before they lapse is critical. If done effectively, it can dramatically improve your program’s financial performance. If this is not effectively implemented, it can outpace your program enrollments and lead your program to become less impactful to your business.
The challenge here is that each member has a unique visitation frequency and their own lapsing schedule, so touching base with each member at the right time is almost impossible through conventional recurring campaign means.
1-to-1 Win Back addresses this challenge by allowing you to have a personalized strategy towards preventing each individual member from lapsing based on what the system knows about the member to date.
We use a proprietary algorithm to determine the right time(s) to message a member to drive a change in their behavior. It considers all elements of their visit history including frequency and the day of week they visited on. The algorithm generates three dates for each member that has visited at least twice within the last 5 years: when they are “Slowing Down”, “Likely to have Lapsed”, & “Lapsed.” These dates are based on the thresholds for when we think that specific member has changed their visit cadence substantially enough to message them.
These dates are updated every time a member visits. If they do not visit before the message date, they are sent a campaign at the right time for them to:
Slowing down – remind them of your brand
Likely to have lapsed – offer a small incentive to get them back in
Lapsed – offer a large incentive to prevent them from fully lapsing out of the program.
Before You Start
You will need to be signed with Paytronix for the Loyalty and Messaging product lines to take advantage of this feature.
If this is your first time configuring the 1-to-1 Win Back, you should navigate to Marketing Tools > Account Filter > Create New. This will allow you to determine if you have the `1-to-1 Win Back` condition available in the Account filters:
Strategy
You will need to determine the messaging and reward (where applicable) for each 1-to-1 Win Back campaign. These are the recommended guidelines for each touchpoint:
Message | Goal | Reward Value | Expiration | Creative Needs |
Slowing Down | Nudge (No reward or small reward ) |
| N/A |
|
Lapsing | Motivate (25-40% of check value) |
| 14 Days |
|
Likely to have Lapsed | Re-activate (35-55% of check value) |
| 14 Days |
|
If you need to create a new reward to utilize for the 1-to-1 Win Back campaign, submit a case to Paytronix Support by emailing [email protected] with the following details:
Reward Name
Point of Sale and Online Ordering Provider(s)
Reward Type
Discount ID/Eligible Item(s)
This is a separate request that may carry a charge depending on the number of offers requested and the complexity of the configuration.
Messaging
These campaigns can utilize all Paytronix campaign messaging services. See Email Builder Guide for email configuration. See Campaign Builder Guide for Push, Pull and SMS. If you are unsure of what messaging services are available to you, reference your contract with Paytronix for those details.
Create and save the emails and/or campaign message templates for later use when configuring the 1:1 campaigns.
Creating the Segment
These campaigns will work by referencing the segment of members eligible to receive each campaign daily. To identify the segment, an account filter will need to be created for each of the three campaigns. The base conditions that need to be included in all account filters are the loyalty card template and the 1-to-1 Win Back – with the specification of which group of members to target.
It is possible to add other conditions, but that will add additional constraints on the segments, decreasing the eligible population. It is recommended to keep the account filters to these two conditions. See Account Filters for additional details on conditions that can be added.
Scheduling your 1-1 Win Back Campaigns
The next step is to put all of this together by creating three recurring campaigns:
Navigate to Marketing Tools > Campaign Center > Create New Campaign
Name your campaign Ex: ‘Daily 1-to-1 Win Back – Slowing Down`
Attach your offer (if applicable)
Attach your message(s)
Attach your segment, configure a 90:10 target and control for clearest analysis of campaign results
Create and save a daily recurring schedule with the send time specified (9:00am ET here):
Save & Review and Publish the campaign. More in depth instructions on how to configure a campaign can be found in the Campaign Builder Guide.
Additional Considerations
If there is already Lapsed recurring campaign(s) running, you should pause those campaigns prior to configuring the 1-to-1 Win Back series. You can check your current active recurring campaigns by navigating to the Campaign Center, and checking through the recurring campaigns tab.
Pause the old Win Back/We Miss You/Lapsed campaign(s) by pressing the pause button:
Analysis
Meaningful results should be expected several weeks after the 1-to-1 Win Back campaigns being launched. One option to start analyzing the results is to find the campaign in the Campaign Center results and click into the link for more details. You will be brought to a results dashboard that allows you to view a summary of each daily campaign’s performance:
For a more holistic view, navigate to Report Center > Analytics. There will be a new dashboard available under the `AI to IA` section called: `1:1 Win Back Campaign Analysis`. This dashboard will show the incremental spend and visits earned through these campaigns along with a percent lift for the dates specified.