1-to-1 Nurturing is a Paytronix Account Filter that is powered by artificial intelligence. It is meant to improve the process for nurturing members to their third visit. When a member reaches their third-visit threshold, their likelihood of visiting again doubles, and their customer lifetime value triples in comparison to a new member.
Think of the 1-to-1 Nurturing Account filter as a way to optimize the date when we send a nurturing message to each guest. Nurturing keeps your brand top of mind for new customers and helps them grow into loyal members.
This new account filter is available under the “AI to IA” section in the Account Filter conditions. There are nine touchpoints in the nurturing flow that can be configured:
Three touchpoints for when the customer has zero visits
Three touchpoints for when they have one visit
Three touchpoints for when they have two visits
The zero-visit and one-visit touchpoints are determined by your brand’s visit cadence information across all loyalty accounts; the two-visit touchpoints are driven by account level information based on the timing of the first two visits that account has made.
You can choose to set up as many or as few of the touchpoints as you would like. Each touchpoint should be tied to a daily campaign with an email or other message type, and some could have rewards associated as well. If a guest receives the first touchpoint for a visit timeline and then has a visit immediately afterward, they will be moved into the next visit timeline without receiving the other two touchpoints.
At each visit threshold, there are three available touchpoints:
Nudge: Ready for first nurturing message
Reminder: Ready for second nurturing message
Offer: Ready for third nurturing message and potential offer to incentivize visit
The number of communications and/or offers each member will receive depends on their activity within each visit threshold. The system will create a maximum of three touchpoints at each visit threshold, but members may get less if they visit after the first or second touchpoint. At most, a member will receive nine total message touchpoints through their first three visits as part of the nurturing journey, at the very least they will not receive any if they get to the three-visit threshold within the first three days.
Messages will be sent at varying times for each member. Members can get each message as soon as two days after their previous message or visit, and for some messages, they could send up to 63 days after the member’s last message or visit. With that in mind, the messages should not reference other offers, rewards, or expiration dates taking place in the program.
Please see related articles:
How Do I Use the 1-to-1 Nurturing Account Filter?
1-to-1 Nurturing Filter Q&A