You mean, besides being a mouthful? Let’s unpack this buzzword step-by-step, starting with “Who” and ending with “How”:
receive marketing communication
relevant to them
on their mobile device
to increase sales
via automatic, triggered notifications
Clearly, the “How” contains the secret sauce. Everything else relies on this “automatic-ness.”
To be automated, marketing on customers’ mobile devices relies on straightforward logic, for example:
If customers come into my store, send a message to their mobile device
When customers make a purchase, send a message to their mobile device
Now, there’s of course some technological complexity behind the scenes. You actually have to identify customers who enter a store or restaurant, and also need to be able to send mobile communication based on that information. But ultimately, the logic is key — the better the logic, the more successful the campaign.
So, to be effective, automated mobile marketing has to target the right customers, at the right time, in order to incite action (i.e. higher spending and/or more frequent visits). In other words, we need:
The exact customers most likely to produce sales
The exact time when it’s realistic to drive sales
A way to measure the increase in sales produced
And this is where one campaign shines above all others:
Winback automatically uncovers any previously loyal customers who haven’t made a recent purchase, and sends them a mobile offer reflecting what made them loyal in the first place. Winback then tracks the customer’s activity going forward and only qualifies the customer as “won back” once they’ve returned without the need for an incentive.
The automation comes from the Thanx proprietary loyalty algorithm, which evaluates customers as being loyal, regular, or at-risk depending on their previous behavior (think “moneyball” for marketing). Once customers change their behavior, going from loyal or regular to at-risk, Thanx automatically sends a personalized mobile message inviting them to return.
And they do.
Imagine accomplishing the above without Winback. You’d have to (1) keep a ledger with all customer purchase amounts and frequencies, (2) calculate when customers’ frequencies declined, (3) contact customers personally when their behavior changed, (4) mark down how many times customers came back, and (5) track results across all these interactions. That’s a full time job for a single marketing employee.
A job Winback accomplishes in
less than five seconds
— with remarkable results.
Average 546% ROI
(i.e. +$5.46 in sales for every $1 spent in marketing) after just two months. Please see the Thanx
1-Click Marketing Campaigns
for more details, but Winback works because it targets only a select group of customers, via a channel with
50–80% open rates
, to produce precise and measurable results.
If you have more questions about Winback, or how mobile marketing and automation works, please
and we’ll get right back to you. We’re happy to help you figure out how to reach your mobile and/or marketing goals.