Owner sends marketing campaigns for you automatically, based on what your guests do. You can see them in your Owner Dashboard under Marketing › Lifecycle.
What is Automated Marketing?
Your Automated Marketing campaigns are built and sent for you, with no manual work on your side. They differ in four ways:
Channel: most are sent by email. Some also use SMS and push notifications, depending on the campaign and the guest's opt-ins.
Content: some are based on what guests do, like cart abandonment or win-back. Others are based on events, like Valentine's Day or Thanksgiving.
Duration: some campaigns last one day, and others run for several weeks.
Offer: some include a discount, like $5 off $30+ or 15% off. Others don't include a discount.
First-order website coupon (first20)
This is an automatic coupon, not a series of messages like the campaigns below. It shows on your online ordering menu for first-time visitors.
What it does: gives first-time website visitors 20% off their first online order.
When it shows: to first-time visitors who aren't logged in, as a promo card on your online ordering menu.
Who can use it: first-time guests only, on your website, for pickup and delivery.
Offer: 20% off (code first20).
Setup: none. Owner creates it automatically. If you already run your own weekend promotion, it isn't added.
Who pays: you cover the discount, the same as any coupon.
⚠️ This coupon only works Friday through Sunday, and only for first-time guests. It does not apply Monday through Thursday, and returning or logged-in guests cannot use it.
The lifecycle campaigns
Owner runs five core lifecycle campaigns. Each one starts based on what a guest does and runs continuously across your brand by email, SMS, and push notification. Push notifications go to guests who opted in through the Owner Guest App.
Upcoming campaigns
Your Automated Marketing dashboard shows upcoming campaigns three to four weeks in advance.
Sender email address
Automated campaign emails are sent from [email protected]. You can't change this to your own address. It's a no-reply address, so if a guest replies to a campaign email, the reply isn't delivered.
Cart Abandonment
What it does: reminds guests who added items to their online cart but didn't order to finish their order.
When it starts: a guest adds an item to their cart but doesn't buy.
When it stops: the guest places an order, or the campaign ends.
Campaign details:
Two emails, no discount.
Email 1: about 30 minutes after the cart is abandoned.
Email 2: 23 hours later.
Turn New Customers Into Regulars
What it does: welcomes new guests with a series of messages that encourage them to become regulars.
When it starts: a guest places their first order with you.
When it stops: the guest finishes the series, or places a second order.
Campaign details: up to six messages over 30 days.
Day 1 (email): "Thank you from brand," sent one day after the guest starts the campaign.
Day 6: depends on where the guest placed their first order.
Website: "App Adoption #1" email.
App: if your brand has a loyalty program, "Rewards & Loyalty #1." It's sent as a push notification if the guest is subscribed to push, or by email if not.
Day 11 (email):
If your brand offers scheduled orders: "Schedule Ahead Orders."
Otherwise: "Online Order Boost #1" (for email subscribers).
Day 16 (email): the same website or app split as day 6.
Website: "App Adoption #2" (if your brand's app is live).
App: "Rewards & Loyalty #2" (if your brand has loyalty turned on).
Day 23 (email):
If your brand offers delivery: "Delivery."
Otherwise: "Online Order Boost #2."
Day 30: "Online Order Boost #3." It's sent by the first channel the guest is subscribed to, in this order: SMS, push, then email.
Convert Website Visitors Into New Customers
What it does: sends emails and texts to guests who joined your rewards program but haven't ordered yet, to encourage a first order.
When it starts: a guest joins the Owner rewards program from your website. No order is needed.
When it stops: the guest places an order, or the campaign ends.
This campaign ends after its last message and doesn't hand guests off to another campaign. A guest only starts Turn New Customers Into Regulars when they place a first order.
Campaign details:
Offer: 15% off (code WELCOME).
Messages: four emails, one push notification (if the guest is subscribed to push), and two texts. Guests who aren't subscribed to SMS get two more emails instead of texts.
Schedule:
Email 1: sent right away.
Email 2: five days later.
Email 3: five days later.
Email 4: five days later.
Push: five days later, only if the guest is subscribed to push. Otherwise, this message is skipped.
The last messages depend on the guest's subscriptions:
SMS subscribers: SMS 1 on the next Sunday between 8 and 9 AM, then SMS 2 five days later.
Everyone else: two more emails, with the second on the next Friday between 8 and 9 AM.
Rewards Points Expiration
What it does: reminds guests to use their rewards points before they expire.
When it starts: a guest has 250 or more rewards points expiring in the next 14 days.
When it stops: the guest redeems points, or the campaign ends.
Campaign details:
Three emails, one push notification, and one SMS. Each sends only if the guest is subscribed to that channel.
No discount.
Email 1: 14 days before points expire.
Email 2: seven days before points expire.
Push 1: five days before points expire.
Push 2: three days before points expire.
SMS 1: two days before points expire.
Email 3: two days before points expire.
Late Activation (Win-Back)
What it does: encourages guests who ordered from you once to place a second order.
When it starts: a guest placed exactly one order and hasn't placed a second order within 60 days.
When it stops: the guest places a second order, or the campaign ends.
Campaign details:
One email with $5 off a $30+ order (code WEMISSYOU).
Who pays: you cover the discount, the same as any coupon.
ℹ️ Note: Promo Cards isn't created by default. The campaign is created the first time you request Promo Cards, and starts showing data as guests scan them.
Google Business Profile posts
When an automated campaign includes an offer, that offer can also appear as a post on your Google Business Profile, your listing on Google Search and Maps. Guests who see it can tap View offer and order to order online with the coupon already applied.
What it does: shows the campaign's offer on your Google Business Profile, using the same offer as the automated campaign.
When it appears: only after your restaurant is live and an automated campaign with a valid coupon runs. It won't appear before you go live, even if a campaign is queued or you've uploaded a guest list.
What's needed for a post to go out: automated marketing turned on, at least one live location, and a valid (unexpired) coupon on the campaign.
Frequency: at most one post every seven days, so your profile isn't overloaded.
Turn off Google Business Profile posts
These posts are on by default.
Go to Settings › Marketing.
Turn off Google Business Profile posts.