Lapsed Booker Re-Engagement Program

Rachael Norris
Rachael Norris
  • Updated

Our Lapsed Booker Program template is designed to help you encourage Customers who have visited previously to return. 

Before you start, you should be familiar with:

 

Why set up a Lapsed Booker Re-engagement Program?

The Lapsed Booker Re-engagement Program lets you automate a number of emails aiming to encourage Customers who haven’t purchased tickets in a certain time period to return.

 

How does it work?

The Lapsed Booker Re-engagement Program works by identifying lapsed bookers and sending them an email inviting them to return. You could also include an Offer in this email as an incentive.

You can choose how you identify Lapsed Bookers.  This will vary based on your organisation and the types of Events you hold. For example, you might want to class a Customer as ‘lapsed’ if they have not attended an Event in the last eighteen months, three years or longer. 

You can use the following metrics:

  • WEEKSSINCELASTVISIT: This calculated metric will let you find Customers that have not attended within a certain number of weeks and the WEEKSTILNEXTVISIT metric can be used to exclude anyone who has tickets for an Event in the future.
  • WEEKSTILNEXTVISIT: This calculated metric can be used to exclude anyone who has tickets for an Event in the future.

After you send the first email, you can then send a further email to Customers who open the email and one email to Customers who did not open the email. If the Customer purchases Tickets at any point, they will be removed from the Program.

 

Before you start

Before you start to build any Dotdigital Program Template, you’ll need:

  • A synced address book. Contact Support if you need to set up a new synced address book.
  • Calculated Metric Data Fields. To do this, follow the steps in the Calculated Metrics section of the Data Fields in Dotdigital article.

For the Lapsed Booker Re-engagement Program, you’ll need to prepare:

  • One triggered email campaign aimed at Customers who have attended in the past but not recently, and have not yet purchased Tickets for an Event in the future. You may want to include an Offer.
  • One triggered email campaign aimed at Customers who have not opened the first email and have not yet purchased Tickets for an Event in the future.
  • One triggered email campaign aimed at Customers who have opened the first email but have not yet purchased Tickets for an Event in the future.

TIP: Consider using Dynamic Content and Personalisation to make your emails more effective. For example, you could try personalising the subject line based on the type of Event the Customer last attended.

 

How to set up a Lapsed Booker Program

In your Dotdigital account, navigate to Automation > Programs. Click on the folder named Spektrix Templates.

Spektrix Templates.png

Find the Lapsed Booker Re-engagement Program template.

 

Lapsed Booker Reengagement Program Template.png

REMINDER: When building your Program don’t forget to regularly click Save to save your progress.

 

1. Set the Spektrix Sync Exit Condition

Follow the instructions in the Dotdigital Program Templates article to set the Spektrix Sync Exit Condition.

 

2. Add another Exit Condition

Additionally to the Spektrix Sync Exit Condition, create another Exit Condition. From the menu bar at the top, click EXIT CONDITIONS.



  • Choose Add an Exit Condition

Exit condition.png

  • Click Create New.

Create new.png

  • Drag and drop Data fields into the Include contacts that match all the rules in this group section.

  • Click on [click to select a datafield]

  • Choose WEEKSTILLNEXTVISIT.
  • From the dropdown choose is not empty. 

  • Click OKAY and then Apply twice.

    Any Customers who purchase Tickets will be removed from the Program.

3. Create a Start Condition

Click on the blue start node

Create a start condition.png

Apply the following settings.

 

 

Enrolment Scheduling

  • Click on Set Schedule.
  • Choose daily. 
  • Set the time of day you want contacts to enrol.

Enrolment Scheduling Daily.png

  • Click Apply.

Enrolment Rule

  • Click Set Rule. 
  • Choose Segment.
  • Click Create New. 

Segment create new.png

  • Drag and drop the Data Fields metric to the Include contacts that match all the rules in this group section. 

data fields, include contacts that match.png

  • Click on [click to select a datafield]

click to select a datafield.png

  • Choose WEEKSSINCELASTVISIT and from the dropdown choose is more than and then set the number of weeks you would consider to be a lapsed booker. 

  • Click OKAY and then Apply twice.
  • Drag and drop another Data fields metric into the Include contacts that match all the rules in this group section. 
  • Click [Click to select a datafield].
  • Choose the WEEKSTILLNEXTVISIT data field, choose is empty from the dropdown.

  • Combine them using the And option. 

Weeks since last visit and weeks till next visit.png

  • Click Apply twice.

Enrolment Limit

  • Click Set Limit. 
  • Choose Enrol contacts in program only the first time they meet the start criteria.

first time they meet the start criteria.png

  • Click Apply twice.

 

4. Add an Email Campaign

  • Click the green email campaign node

  • Select or create the triggered email campaign you want to send to lapsed bookers.

 

5. Set a delay

  • Click the orange delay node

  • Set the delay node to a minimum of 7 days.

6. Create a Decision

Click on the purple decision node.

 

Apply the following settings:

Condition

  • Click on Select Condition. 
  • Choose Contact has opened an email campaign. 
  • Click Select Campaign. 
  • Select the email campaign you added in step 4.

Contact has opened an email.png

 

  • Click Apply.

 

Maximum wait time

  • Choose Immediately. 
  • Click Apply.

 

7. Add an Email Campaign

  • Under the No branch, select the green email campaign node.

mceclip1.png

  • Select or create the second triggered email campaign you want to send to lapsed bookers who have not opened the first email and have not yet made a purchase.

 

8. Set a delay

  • Click the orange delay node

mceclip2.png

  • Set the delay node to a minimum of 7 days.

9. Create a Decision

Click on the purple decision node.

mceclip3.png

 

Apply the following settings:

Condition

  • Click on Select Condition. 
  • Choose Contact has opened an email campaign. 
  • Click Select Campaign. 
  • Select the email campaign you added in step 7. 

Has opened an email 2.png

 

  • Click Apply.

Maximum wait time

  • Choose Immediately. 
  • Click Apply.

10. Add an Email Campaign

  • Under the Yes branch, select the green email campaign node

mceclip1.png

  • Select or create the triggered email campaign you want to send to lapsed bookers who have opened either the first or second email but have not yet made a purchase.

 

11. Set a delay

  • Click the orange delay node

mceclip2.png

  • Set the delay node to a minimum of 7 days.

 

12. Activating the Program

To start your Program click the Activate button.

WARNING: You will not be able to start your Program if there are any validation issues.

Validation issues will be listed under the Validation menu.

You can't edit a program while it is active, but you can deactivate the Program at any time to make changes. 



Reporting

We recommend that you test and refine your Program to see which settings are most effective. You can use the Dotdigital Program report to evaluate this Program. 

You can also track Customers who have purchased Tickets for an Event by using the WEEKSTILLNEXTVISIT Exit Condition. 

  •  To do this, follow these steps:

    • Once the program is Active, from the menu bar at the top, click EXIT CONDITIONS.
    • You will then see a number of contacts that left the program by each Exit Condition.
    • The number against the WEEKSTILLNEXTVISIT reflects the Customers who have now purchased Tickets. 
    • You can click on the number to see a list of the contacts.

You may also want to consider the following:

  • Experimenting with your definition of Lapsed Booker
  • The number of days in your delays.
  • The send times of your campaigns. 

If a Customer chooses to not re-engage, you could consider the following options as a way to keep your data tidy:

 

Further Reading

To continue learning about Dotdigital, take a look at the Communicate with your Customers category on the Support Centre.