Every new member gets a €50 welcome reward, paid out in four chunks, one per visit. Here's how far they get.
The venues do the work. 557 people showed up and claimed the first reward in person, more than ever even opened the welcome email (376). And once someone comes back once, they keep going: 84% reach visit three, 86% reach visit four.
One welcome email is the only contact, and a third open it. It even carries 25 free Slotbox spins, but only 6% ever claim them. Then total silence, and only 46% of those who came once come back for the second visit.
The next reward unlocks the very next day, and nobody tells them. My read is it's timing and silence, not lost interest. The cheap way to be sure is to test it, which is exactly what I'd do.
The full journey: Phase 1 gets them in (left), Phase 2 brings them back (right).
Sent the day after the first visit, aimed straight at the biggest leak: getting them back for visit two. Every line does a job:
Three checkpoints tell the story: the first visit (does onboarding work), the second visit (the big leak), and still active at day 30 (did the habit stick). These two are the ones we'd move first.
The 18% isn't a guess. Silver Strand already runs at it on the same offer, so it's clearly reachable. To prove it's the texts and not the season, we hold back 10-15% of new members and send them nothing: that's our control group. It also settles the obvious doubt, whether these people were ever coming back anyway. If the texted group beats the control, the texts did it. First read at week 8, the full day-30 picture by the quarter. If they don't beat the control, we stop.
This was never an acquisition problem. We're good at getting them in. It's what happens after. We've already paid for these people, so a euro spent bringing them back beats a euro chasing new ones. The ask: one group of new members, eight weeks, hold 15% back as a control. If the second visit doesn't beat that holdout, we kill it.
Steven Leka