The Douglas Indian Bar & Restaurant
Strategy & Flow
A complete lifecycle communication strategy — from first opt-in to loyalty re-engagement. Each touchpoint is designed to nurture, convert, and retain.
Trigger: Birthday Club Form / Newsletter Sign-up
Guest joins the Birthday Inner Circle or subscribes to the newsletter. Data is captured and stored securely.
Trigger: Instant — on form submission
An on-screen confirmation thanks the guest for joining. No automated email is triggered — the first email is the scheduled welcome below.
Trigger: Scheduled — within 24 hours of opt-in
A personalised welcome email introduces the Birthday Inner Circle benefits, sets expectations, and builds anticipation.
Trigger: Automated — 7 days before birthday date
The exclusive birthday offer is activated and delivered. Creates urgency and excitement for the upcoming celebration.
Trigger: Automated — on birthday date
A warm, concise SMS wishing them happy birthday and reminding them their offer is live.
Trigger: Automated — 2 days after dining
A thank-you email with a simple emoji-based feedback mechanism and a loyalty discount for their next visit.
Trigger: Scheduled — every Tuesday
A curated weekly dispatch featuring chef's specials, events, and exclusive offers for newsletter subscribers.
Trigger: Automated — 24 hours after inquiry
Personalised follow-up to catering inquiries with a bespoke menu proposal and invitation for a tasting session.
Trigger: Automated — 60 days of inactivity
For guests who haven't visited or engaged in 60 days. A 'we miss you' email with an exclusive returning-guest offer.