A winback campaign provides you an opportunity to message lapsing purchasers who have not purchased from you recently. Building this on your Master List allows you to target your marketing subscribes who have also purchased.
Creating a winback conversation based on a purchased event requires a checkout subscription point or advanced retail segmentation that also fires a purchased external event.
First, ensure you are on your main marketing list before starting this process. After you are on your main marketing list, the easiest way to tell if you have a checkout subscription point is to:
Navigate to Automation > Conductor External Events.
If you have an external event set up already for a purchase, you most likely have a checkout subscription point and we can use this event to feed your winback campaign.
💡 If you do not have this event, please contact your Account Manager.
Create a Conversation
Now that you have verified a checkout subscription point, start creating your conversation by following these steps:
Navigate to Authoring > Conductor Conversations.
Click New Conversation.
Enter a Name for your conversation.
We will not use a template.
Click Create Conversation.
Update Conversation Properties
Click on the Conversation Settings icon.
Select Winback from the campaign drop-down menu or type it in the textbox and click New.
Ensure your conversation is set to Allow Unlimited Entries.
Click Update.
Building the Filter Thread
The first thread is the filter thread. This will enter contacts into the campaign and wait for an amount of time before determining if they should receive a winback message. All contacts who make a purchase will enter enter this thread.
Open the New Trigger Step in the default thread created by a new conversation.
Override the default name to Winback Thread.
Add the external event related to purchasing to the trigger step
💡 This is often named checkout or purchase.
Click Update.
Click the plus sign after the trigger step to add a wait step.
Click the new Wait Step.
Set a Duration of X days.
💡 X should represent how long has elapsed between the last purchase and receiving the winback message.
Click Update.
Click on the plus sign after the wait step to add a GoTo step.
You will adjust the properties of the goto step after setting up the message thread.
Building the Message Thread
The message thread will be used send the winback message to eligible contacts.
Click New Thread (green plus sign) icon under the existing thread.
Open the New Trigger Step.
Override the default name to Message Thread.
Check the No Events Required checkbox.
Click Update.
Click the plus sign after the trigger step to add a wait step.
Click the new Wait Step.
Set a Duration of No Wait.
Click Update.
If desired, click on the plus sign after the wait to add an Action Step that can be used to provide a coupon.
Click on the step to adjust the properties.
Select the Set Coupon Code action type.
Select an existing Coupon Pool.
Select an existing Profile Field where the coupon will be saved.
If desired, select a profile field to store the Expiration Date.
Click Update.
Click on the plus sign after the action to add an Message Step.
Click on the new step.
Click Edit a Saved Message.
Select the saved Winback message.
Click Commit Message.
Then Commit Message to Conversation on the confirmation screen.
Sending Eligible Customers a Winback Message
The final step in the setup is to determine which contacts are eligible to receive the winback message. Because the message thread is set to No Events Required, only contacts sent to this thread will receive messages.
Click on the Goto Step in the Winback Filter Thread.
In the Goto tab, click on the wait step in the message thread.
In the Segment Filter thread:
Select Contact Behavior.
Then confirm a merchant.
And select Last Order Date.
Is Before an offset of X -1.
💡 X -1 should be one day less than your wait step in the filter thread. For example, if your wait is 90 days, the filter should target contacts who have a last order date of before 89 days ago.
Your final conversation may look something like this:
You can add additional messages to the message thread and just your wait times to best fit your brand.