Behind the Curtain of Target Listsadmin
Behind the Curtain of Target Lists
BY PARKER MITCHELL
Once you have built a substantial list of subscribers, then it is time to start broadcasting on a regular basis so you can bring in more business. With Texn Rewards, you just let us know your budget and we can make sure you stay within that budget. We want to send texts only to the subscribers most likely to come in so you get the best ROI on our program. Your success is our success. We can build the target lists for you and recommend different variables based on your needs. Here are the variables you may use to create a target list:
Usually, each kiosk campaign has its own keyword. There is one for English, one for Spanish, and one for Just In. If you have multiple locations, then there may be an English/Spanish keyword for each location (unless doing shared rewards with Sister Yard Check-Ins). When building a target list, you typically want to start with the keywords you want to include in your target list.
#2: KIOSK – Joined Loyalty
This factors in the date that each customer initially joined the loyalty program on the kiosk. With that date in mind, you can include people who joined less than or more than a specific amount of time ago. The amount of time can be in days, months, or years. So you can build a target list of your English subscribers who joined the loyalty program within the past 6 months or who joined more than 6 months ago.
#3: KIOSK – Last Checked In
This factors in the date that each customer last checked in on the kiosk. The thing to keep in mind here is that the first time customers enter their phone number is different from a check-in even though it technically is their first check-in. When customers first join, then it is counted as joining the loyalty program. The next time they enter their phone number, then it is counted as a check-in. This metric works the same as “KIOSK – Joined Loyalty” except it is for returning customers.
#4: KIOSK – Checkin Count
This factors in how many times customers have checked in on the kiosk. It does not factor in joins and rather tracks how many times returning customers have checked in. Maybe you only want to send a broadcast to your best 1,000 customers and your best 1,000 customers have all checked in more than 5 times. So, you will want to make a target list with “KIOSK – Checkin Count” as a condition where the number is “More than 5 times”.
#5: KIOSK – Last Reward Earned
This factors in when customers last earned a reward. Rewards are typically every 5-10 check-ins if you have our Loyalty Rewards feature enabled. So, you can make a target list of customers who last earned a reward within a specific number of days, months, or years.
#6: KIOSK – Reward Count
This factors in how many rewards each customer has earned. Single-tier rewards are cyclical and customers earn the same reward every 5-10 check-ins. If a customer has earned 3 rewards and they are rewarded every 5th check-in, then they have checked in at least 15 times. Typically, customers who have the highest reward counts are the most loyal because they check-in the most.
#7: KIOSK – Last Coupon Redeemed
This factors in the date that your customers last redeemed a coupon. This is often a better metric for target lists than “KIOSK – Reward Count” or “KIOSK – Reward Count”. That is because you are creating a list of customers who have recently used your coupon redemption process and took advantage of your coupon. Also, the coupon could be from any coupon type other than only a reward. Other coupon types are inactive offers, broadcast offers, and just in notification offers.
#8: KIOSK – Redemption Count
This factors in how many coupon redemptions each of your customers have and does not take into account the a time component. Also, this counts any coupon types redeemed instead of only rewards.
When creating a target list, you get up to 4 conditional statements and a customer must check off each box in order to be included. So, you technically can have the following conditions:
#1: Keyword: English Campaign
#2: KIOSK – Last Checked In: Within the past 3 months
#3: KIOSK – Checkin Count: More than 3 check-ins
#4: KIOSK – Redemption Count: More than 0
Customers would have to check all four of these boxes in order to be included in the above example. They would have had to joined the English campaign, checked in within the past three months, checked in at least four times since joining, and at least redeemed one mobile coupon. The number of customers who will qualify will dwindle with each additional condition and you will be left with only your most upper-echelon of customers. Most businesses do not want to go down to this level of detail because you alienate the vast majority of your customers. Instead, it makes more sense to pick two conditions. These conditions may be “English Campaign” and “KIOSK – Last Checked In: Within the past 3 months”. You also can create up to three OR conditions for a target list. So, it could be “English Campaign” & “KIOSK – Last Checked In: Within the past 3 months” OR “English Campaign” & “KIOSK – Joined Loyalty: Within the past 3 months” OR “English Campaign” & “KIOSK – Checkin Count: More than 2 checkins”. This makes your target lists more efficient and inclusive if there are multiple sets of criteria you will accept.
Oftentimes, it is trial and error when building target lists. You are looking for a specific number of people in order to meet your budget for the week. With this in mind, then you can play with the numbers until you get the desired number of people in the list.