01
Use When
An active or repeat customer reaches the normal expected-return window.
02
Default Audience / State
Active/repeat customer with a predictable next need.
03
Desired Customer Behavior
Maintain healthy purchase, booking, usage or renewal frequency.
04
Default Barrier Hypothesis To Validate
Inertia, forgetting, timing or convenience.
05
80% Message Architecture
- Before expected return: REMIND/RECOMMEND.
- At expected return: CONVENIENCE/INVITE — direct path to act.
- After expected return: RETENTION MESSAGE — reinforce value and surface help before classifying at risk.
06
Offer Starting Position
Default to no incentive or convenience. Protect full-price behavior.
07
Default Suppressions / Exits
Recent purchase suppresses same-need reminder. Complaint/service state overrides.
08
Primary KPI
Repeat rate; purchase frequency; median repurchase interval.
09
Make It Yours
Return model, seasonality, frequency cap, product/service eligibility and channel roles.