A win-back campaign is a series of targeted and personalized messages you send to your lapsed customers. This campaign is also often known as a recapture or reactivation campaign in which you send a series of emails and/or texts to customers to try and re-engage them and drive additional purchases.
This campaign usually uses an automation sequence beginning with a gentle “nudge,” then over time adds incentives if a customer doesn't take action.
Patch gives you the ability to target your customer database based on their RFM scores and buckets using advanced filter options to better customize your messaging based on the target audience.
For example, you can set up a specific campaign for those who are headed towards becoming Lost or known as At-Risk within your account. Patch tracks the amount of time it takes for a customer to be considered Lost, for most accounts this means a customer has not made a purchase from you in the last 365 days. You can use delay blocks to time the delivery of your messages and then once a customer completes the goal of another purchase it will remove them from this sequence. You can also set it up to where if the customer doesn't take action and does become Lost, they will then be removed and added into a different campaign with targeted messaging the re-activate this customer.
Now let's go through the steps necessary to create a Winback campaign within the Patch portal.
First, click on the Automations module on the left navigation menu
Then click the purple + icon in the bottom right to create a new Automation/Customer Journey
You will then select 'Winback' from the Automation Wizard pop-up.
Give your Automation/Customer Journey a name and click 'Next'.
Tip: Add descriptors such as 'At-Risk 90 Day' or 'Reactivate Lost - Post 365' based on who you decided to target with this campaign.
You will be asked a series of questions that will help determine how your campaign needs to be built out.
Note: You will need to go into each of the blocks that the Wizard adds to the canvas for you and update settings, content, etc., and approve each block before being able to turn on your automation.
Select how often (on average) you would like to send the win-back message. Each interval can be edited later. Then click 'Next'
Next, you will want to select 'Filter by additional criteria'. This option will provide you with a filter block to select which group you are wanting to 'win back'. Typically this will be your At-Risk or Lost Customers. Then click 'Next'.
Now you will select which type of messages you want to send, Email, Text, or both! Then click 'Next'
Patch recommends using both types of messaging for the best conversion rates.
Selecting both will set up the journey to send both a text and email for every interval. You can then go in and choose to send certain message type(s) and specific intervals.
The final step of the Automation Wizard is to select how many attempts you would make to try and reactivate your customers. Patch recommends at least 4-6 attempts, but this will really depend on the intervals and total time you want this campaign to run for.
Finally, click 'Create' to and the Wizard will drop you into the Patch Automation Canvas editor to start adjusting the settings and content for each block of the journey.
Click 'Continue & Close' to then be dropped into the Automation Canvas Editor.
Next, you will need to go into each trigger and action block to make your adjustments and approve the journey.
To edit/update each block you will hover over the block and a small sub-menu of icons will appear. Click the 'pencil' to open the block in an editable state.
Once you have verified the settings and/or content for each block in the sequences you will want to approve each block. Once approved you will then be able to 'Enable' the automation.
Note: All Send SMS blocks and all Send Email blocks will just have a default template pre-loaded containing info about the block, sample copy/images that will need to be replaced with business data, and content from your specific brand.
Reference: https://help.citygro.com/hc/en-us/articles/360044230093-Automations-Actions for more information as to what each specific block function does and how to configure it.
Be sure to Enable the automation/customer journey before exiting so to be sure that the journey starts working for you!
For any questions, feel free to reach out to our Customer Success team to proof your customer journey or to give you additional tips and tricks! You can email our team at email@example.com or use the TextChat widget located in the bottom left corner of your portal.