Reservation Follow-Up Journey

Journey Name

Post-Reservation Engagement & Gift Card Conversion

Marketing Objective

Transform customers who made a reservation into gift card buyers, while strengthening the relationship with the restaurant and encouraging future reservations.

Target Customer Segment

• Primary Segment: Customers who completed a reservation
• Sub-segments:
  • New customers (first reservation)
  • Regular customers (2-5 reservations)
  • Loyal customers (>5 reservations)
• Qualification criteria:
  • Confirmed and honored reservation
  • Positive experience (rating ≥ 4/5 if available)

Specific Triggers

Primary Trigger

• Event: customer_visit_completed (manual entry or POS integration)
• Timing: 2 hours after service ends
• Required data:

  {
    "visit_id": "VISIT_12345",
    "customer_email": "customer@email.com",
    "customer_phone": "+15551234567",
    "restaurant_id": "REST_001",
    "party_size": 4,
    "total_spent": 180.00,
    "visit_date": "2025-01-31",
    "visit_time": "20:00"
  }

Secondary Triggers

• Customer feedback email received
• Anniversary of first visit
• Special occasion identified in customer profile

Detailed Journey Steps

Step 1: Immediate Thank You (H+2)

Channel: Email + SMS Content:

• Personalized thank you
• Invitation to leave a review
• Teaser about loyalty program
• CTA: “Share your experience”

Step 2: Review Incentive (D+1)

Condition: If no review left Channel: Follow-up email Content:

• Reminder to rate experience
• Offer: 5% off next visit after review
• CTA: “Share your experience”

Step 3: Gift Card Offer (D+3)

Condition: If review ≥ 4/5 OR no review after D+3 Channel: Rich email Content:

• Gift card proposal with 10% bonus value
• Highlight digital wallet options
• Amount suggestions based on average ticket
• CTA: “Give the gift of dining”

Step 4: Gift Card Reminder (D+7)

Condition: If no gift card purchase Channel: SMS Content:

• Limited offer reminder (urgency)
• Exclusive 15% bonus promo code
• Direct purchase link
• CTA: “Last days -15%“

Step 5: Referral Program (D+14)

Condition: If positive review Channel: Email Content:

• Referral program invitation
• $20 gift card for referrer and referee
• Unique referral code
• CTA: “Refer your friends”

Step 6: Personalized Re-engagement (D+30)

Channel: Email Content:

• Recommendations based on history
• New menu items
• Upcoming special events
• CTA: “Book your table”

Messages & Content

Email Templates

• Subject lines: A/B tested, personalized
• Design: Mobile-responsive, brand-aligned
• Personalization: First name, last dish ordered, preferred time

SMS Templates

• Character limit: 160 characters
• Compliance: Opt-out instructions included
• Timing: Respect quiet hours (9am-8pm)

Success Metrics

Primary KPIs

• Gift card conversion rate: Target 15%
• Average gift card value: Target $75
• Review submission rate: Target 25%
• Email open rate: Target 45%
• Click-through rate: Target 8%

Secondary KPIs

• Referral program participation: 10%
• Return visit within 60 days: 30%
• Customer lifetime value increase: 25%

A/B Testing Variables

• Subject lines (urgency vs. benefit)
• CTA button colors and text
• Bonus percentage offers
• Send times and days
• Message frequency

Implementation Notes

Technical Requirements

• POS integration for visit data
• Email service provider with automation
• SMS gateway with delivery confirmation
• Gift card platform integration

Compliance Considerations

• GDPR/privacy compliance
• SMS opt-in requirements
• Unsubscribe management
• Data retention policies

Best Practices

• Segment based on customer value
• Test and optimize continuously
• Monitor unsubscribe rates
• Maintain brand voice consistency
• Respect customer preferences

ROI Projections

• Setup cost: $2,000 (one-time)
• Monthly operation: $500
• Expected monthly revenue: $10,000
• ROI: 400% within 6 months
• Payback period: 2 months