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 ) | No reward. Strong CTA like "order now" with brand messaging. | N/A | 1 Email |
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, contact support 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 campaign messaging services. Email, 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. Review What are the available Account Filter Conditions? 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:
Once your filter is created, in the upper left corner of Paytronix, click on the Access logo > Products and then Paytronix Messaging. See Creating a Campaign in Paytronix Messaging on Access Evo for more info on creating a campaign.
Build your campaign.
On (1) Details name your campaign, Ex: "Daily 1-to-1 Win Back – Slowing Down". Under Target Segment, at the end of Control Group Size (%) toggle to enable.
After toggling on this button, enter your percentage of guest to be held back as the control group. It is recommended to set a 90:10 target and control for clearest analysis of campaign results.
Once set, select the segment / account filter you just built or you can use an existing filter.
Finish completing your campaign setup, including a message and if applicable a reward.
Review and launch your campaign.
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 Messaging (in the upper left corner of Paytronix, click on the Access logo > Products and then Messaging) and then Campaigns and reviewing Campaign Detail in the Campaign Dashboard.
At the end of the old Win Back/We Miss You/Lapsed campaign(s) you need to pause, click the ... at the end of the row and click Pause.
Click Pause Campaign and this will open a Pause Campaign dialog box.
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 Messaging > Campaigns > Campaign Dashboard and Campaign Detail. and click it to be brought to a results view of your campaign’s performance:
