New Member Marketing Strategy: Turning First-Time Guests into Loyal Visitors

Driving the Second Visit

Did you know one of the biggest areas of loyalty dropoff is after a first visit? Your signup offer supports the first visit, but now we need to keep guests engaged even when a large acquisition offer is not available.​

Key Goals:

• Share your most popular menu items around the time they’re likely to start thinking about visiting again. Use the QBR customer funnel to see, on average, how long it takes guests to get to their second visit for a baseline​
• Your guest may not want to dine in-store yet, so let them know how easy it is to order online in the app and get delivery if you offer it​
• If it’s been too long, consider providing another incentive to reactivate the habit​

Strategy

Consider sending a message that highlights your most popular item around the time your customer may be thinking about another visit. 

Segment: Visited exactly 1 time prior and joined within the last 60 days

Campaign: Recall Campaign​​

• 30 Days, Messaging Only, and feature your most popular menu items
• Or incentivize a second checkin with a bonus point

Campaign Configuration

For this strategy, we’re only focused on members who joined recently (60 days prior), and it’s been 30 days since their first visit. This gives guests up to 30 days for their first visit and ensures people won’t receive this message more than once.

If you’d like to provide a stronger incentive for the second visit, you can use a Recall campaign to gift people 50 bonus points if they visit within 7 days.

• Select Incentivized Checkin and select 7 days for checkin.
• After saving your Recall Campaign, the platform will automatically guide you to set up a Post Checkin Offer Campaign to gift the bonus points if they visit within 7 days