Winback (Last Purchase Date)

Overview

This campaign template selects all records that do not have an Purchase Date within the last 90 days of execution that are also opted into email. There are a few different parts to the template that when put together in an interaction will allow you to send out account communications. This topic breaks down each of the parts of the Winback (Since Last Purchase) campaign.

Use this campaign template to target all records that do not have an Purchase Date within the last 90 days and that are opted into receiving emails.

GRS - Winback (Last Purchase Date)

This template is located in RPI/Interactions/RPI Campaign Templates/Email/Winback Campaigns/Since Last Purchase. The interaction is where the selection rules and audience are put together to allow the RPI user to send the final selected group of records out of the system.

1. Batch Audience: This process block is where the user-created audience is assigned and run at the time of processing. We will dig further into the audience set up in the next section, but this is just a look at how this process block would be configured to run an audience.

   1. Audience: In this example, an audience has been assigned, which is “GRS - Winback (Since Last Purchase)”. We look deeper into this audience further into this document.

   2. Placeholders: These are attributes that have been created to simplify updating criteria within the selection rules within an audience. This configuration lets you make these changes in one place without needing to go into the underlying audience. Click Manage placeholders to access or change this option any time you use this template. The second screenshot shows that there are two placeholders for the initial audience, which is looking for Business Unit Code and also the Number of days to look back for last purchase date.

Audience: GRS - Winback (Since Last Purchase)

1. The first process block within the audience is a filter block. This filter block allows you to assign a selection rule to select certain records based on their information within the database. The configured selection rule in this filter block is looking for records with the selected Business Unit Code, which is being set using a placeholder as mentioned above.

2. The second process block is another filter block, which is using a selection rule to select records based on their auth_code within the Contact_Auth_Email_Summary.

When creating this audience, both of the provided rules could be combined into one selection rule, but splitting them out gives you the ability to see the count breakdown at each step.

3. The third process block is also a filter block. This filter block is being used to select records that have a last purchase 90 days ago (Configurable within Placeholders). This rule is using the Days Since Last Purchase field from the Individual BU Retail Summary table.

This is the aggregate logic behind the Days Since Last Purchase field:

(max) TRANSACTION_DETAIL_SUMMARY.transaction_datetime where transaction_detail_status_code in ('sale', 'confirmed') and global_net_sales_amount > 0 for this individual_business_unit_id

4. The fourth process block in the audience is a suppression block, which takes all of the qualified records from the previous selection rules and removes records based on information about these records in the database. The suppressions that have been applied to this campaign are based on these selection rules.

5. Control: This process block is used to either execute an offer, generate an export file, or in this case write to a control table. This process will work with any of those options, but this example uses a control group.