Winback (EDP)
Overview
The goal of the Winback journey is to entice a disengaged consumer or member to resume their relationship with your product or brand. It contacts the consumer and then follows up with them via a series of actions to see if they want to remain connected with you. The journey will mark consumers as “lapsed” if they do not respond.
The following diagram depicts the basic flow for the Winback journey.
The Winback journey begins when the platform recognizes that a consumer is "disengaged," meaning that they have not engaged with your brand in a set period of time, and the consumer is added to the journey.
The Winback journey sends the first email message, trying to entice the consumer to reconnect with your brand. The journey will then wait to see if the consumer confirms their desire to remain connected, and if not, follows up with a second email message.
The journey waits again. If the consumer doesn't reply, the journey separates consumers into two tracks based on their channel preference. If the consumer has installed your branded app on their mobile device, the consumer will progress down the Push Notification track. If not, the consumer will progress down the Email track. The platform then sends a third message in the preferred channel. If the consumer still doesn't reply after another wait period has elapsed, the journey sends one final message in their preferred channel.
If the consumer hasn't replied after all four Campaigns have been sent and the final wait period has elapsed, the platform updates an Attribute in the consumer's record to indicate that they have lapsed. The consumer is removed from the journey, and the journey ends.
If at any point during the journey, the consumer confirms that they want to remain opt-ed in, the platform will record that the goal was achieved, and then remove the consumer from the journey.
For additional details on this standard journey, please see: