rebook · cafe

Second-visit nudge for cafés: turning a first-timer into a regular in 10 days

First-time customers who don't return within 14 days have a <12% chance of ever returning. Day 10 is the right window — late enough that the first visit isn't fresh-coercive, early enough the brand is still memorable.

When it fires

Trigger: customer with exactly 1 visit, ≥10 days since first visit, ≤14 days, opted-in Zalo OA. PEKO segments nightly and stages send for 10am local time.

Message copy that works

Message in 3 lines: (1) thank for the first visit, name the drink ordered if known; (2) one-sentence brand voice (signature roast, signature recipe, signature welcome); (3) small second-visit token — 'first refill on us, this week only'. CTA: directions + opening hours.

Cadence + timing

Send once. Suppress for 30 days after send regardless of outcome. If customer returns, move them automatically into welcome series step 2.

Expected lift

Expected 28–42% second-visit rate within 14 days of send. Below 20% means token is wrong or message is too generic. Above 50% usually means token is too generous and margin is leaking.

Guardrails — don't skip these

Don't combine with a punch-card promo the same week. Don't send if first visit was during a city-wide promo (you're just paying for a coupon-hopper). Suppress if customer left a sub-3-star review without follow-up.

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