MTO retention and reactivation campaigns
Acquisition buys the first transfer. The second one, and the twelfth, come from knowing which senders are slowing down and reaching them before they stop sending with you altogether.
Remittance only · Windows from your data · Reported on repeat sends
Retention campaigns for remittance companies work on the second transfer, then the tenth. Senders are grouped by how often they send, which corridor they use and how long it has been since the last one. Second transfer prompts, payday and occasion campaigns, and win-back offers for accounts that have gone quiet. Windows come from your own transaction record, not from a template.
What changes after send one
Most operators spend everything on the first transfer and almost nothing on the second. Four things change.
Everyone gets the same
A weekly sender and a dormant one get the same campaign.
Grouped by frequency
Segments run on send frequency, corridor and time since last send.
Dormant means 90 days
A fixed window is applied whatever the corridor actually does.
Dormant means your data
A monthly payday corridor and a school fees one differ, so windows differ.
One channel only
Email goes out, and the senders who never open it are lost.
Four channels, planned
Email, SMS, push and remarketing are sequenced, not fired at once.
Churn is a surprise
Nobody notices a sender slowing down until they have gone.
Decline is a trigger
A drop in send frequency starts a campaign, not a post-mortem.
What the retention work covers
Four rows of work, run in order. The inactivity windows are set from your data, not ours.
The lifecycle and where it breaks
Every account is placed on the lifecycle: registered, verified, first transfer, second, repeat, high frequency, declining, dormant. Cohort and drop-off analysis then shows which stage loses the most senders.
- Lifecycle stages mapped per account
- Cohort and drop-off analysis run
- Transfer frequency decline tracked
Second transfer and the repeat send
The days after a first transfer decide whether there is a second one. Follow-up, education and a reminder to set up the next send go out then, followed by payday and monthly recurring prompts per corridor.
- Post first transfer follow-up set
- Second transfer reminders and offers
- Payday and monthly send prompts
Dormant accounts and the occasions
Thirty, sixty and ninety day windows are a starting point, not the answer for every corridor. Actual inactivity windows should reflect the client's customer behaviour rather than fixed generic rules.
- Win-back offers by dormancy stage
- Eid, Ramadan and Christmas sends
- School fees and payday occasions
Channels, offers and the testing
Email, SMS, push, WhatsApp and paid remarketing are coordinated so one sender is not hit four times in a day. Offers, timing, frequency and segments are then tested one variable at a time.
- Channel plan across email and SMS
- Push and WhatsApp coordination
- Offer and timing tests, one variable
What you actually end up with
Six artefacts, all of them editable. The lifecycle map is the one your board will ask about.
The lifecycle map
Where every sender sits, from registration to dormancy, and how many of them sit at each stage.
Segmentation strategy
How the base splits by frequency, by value, by corridor and by how recently somebody last sent.
Retention calendar
Twelve months of sends, built around the paydays, Eid, Ramadan, Christmas and school fee dates.
Reactivation sequences
Win-back sequences at each dormancy stage, each with its trigger and its offer written out.
The offer strategy
Which senders see a fee promotion, which see a rate offer, and which are left alone entirely.
Retention reporting
The repeat rate, the send frequency and the reactivated accounts, all reported by corridor each month.
How these campaigns run
Four stages, run in order. Nothing is sent until the segments and the dormancy windows are agreed.
The lifecycle map, and where it leaks
Cohort analysis positions every account on the lifecycle, so the stage losing the most senders is identified before a campaign is written.
- 01Lifecycle stages defined per account
- 02Cohort and drop-off analysis done
- 03Declining frequency identified early
- 04Inactivity windows set from data
- 05Segments by value and corridor
From a first transfer through to a habit
Second transfer follow-up runs within days, then payday, monthly and corridor reminders keep the sending pattern going without nagging anybody.
- 01Post first transfer education set
- 02Second transfer reminder sequence
- 03Payday and monthly recurring sends
- 04Corridor specific send reminders
- 05Family support and school fee timing
The dormant senders, and the occasions
Windows are set from your own transaction record, then win-back offers land against Eid, Ramadan, Christmas, school fees and local paydays.
- 01Thirty, sixty and ninety day sends
- 02Long-term dormant segment offers
- 03Eid and Ramadan campaign timing
- 04Fee and rate win-back promotions
- 05Referral and loyalty incentives
The channels, and what actually gets tested
Email, SMS, push, WhatsApp and paid remarketing are coordinated first, then offers, timing and frequency are tested one variable at a time.
- 01Channel plan and send priority
- 02Offer testing against win-back rate
- 03Message and subject line variants
- 04Timing and frequency experiments
- 05Segment level result reporting
What these campaigns do
Ten groups of work sit behind the service, and these twelve are what a sender actually notices.
Lifecycle mapping
Every account placed on a stage
Churn analysis
Where senders slow down and stop
Second send prompts
The days after a first transfer
Payday campaigns
Sends timed to local pay dates
Corridor reminders
Per route, at the usual interval
Dormancy windows
Thirty, sixty and ninety days out
Win-back offers
A reason to send with you again
Occasion campaigns
Eid, Ramadan, Christmas, school fees
Referral prompts
Asked of senders who still send
Channel coordination
Email, SMS, push and WhatsApp
Behavioural segments
High, low, declining and dormant
Offer testing
One variable, tested per segment
Three ways to buy this
One of these will fit, whether the dormant list is a thousand accounts or a hundred thousand.
Complete retention plan
The lifecycle, the segments, the calendar and the sequences, built once and then run every month.
- Monthly fee, agreed before we start
- Windows set from your own records
- Reported on repeat sends, not opens
One reactivation sprint
The dormant base only, worked once through with a win-back sequence and a single offer test.
- One fixed fee, no retainer at all
- Six weeks from start to finish
- Sequences handed over afterwards
Retention health check
Where senders drop off, what each monthly cohort is actually worth and which stage to fix first.
- Two weeks, priced before we start
- Cohort by cohort economics shown
- No obligation to continue after
Four steps to send two
Two weeks of analysis, and then campaigns. The first reactivation sequence is usually live inside a month.
Map the lifecycle
WEEK 1Every account is placed on a lifecycle stage, with the drop-off between each stage counted.
Set the windows
WEEK 2Dormancy read from your own send intervals, per corridor, rather than a generic rule.
Build the sends
WEEK 3-4Sequences, offers and the calendar written, then built across email, SMS and app push.
Test and report
MONTHLYOffers and timing tested monthly, with every campaign read against repeat send rate.
How results get reported
No client figure appears without written permission. These three are facts about how the work is run.
Questions operators ask first
Answers come first. Where the honest answer is no, it says no and explains what to do instead.
Yes. Retention campaigns for remittance companies are all that gets built, so corridor intervals and payday patterns are already understood.
Both. App-led operators reactivate through push and in-app messages. Agent-led operators need SMS and a branch prompt, because the sender may never open an app.
Yes. A monthly payday route and a school fees route decline at different speeds, so each corridor gets its own windows, its own timing and its own offer.
Yes. Segments are built per send and receive country, so one calendar can cover twenty routes without sending the same offer to all of them.
Offers are written for advertising and marketing compliance, and pricing claims go to your own review before sending. Licensing and AML go to a qualified adviser.
Transaction history at account level, the send dates, your corridor list, current channel consent, and whoever signs off offers and compliance wording.
A reactivation sequence is usually live within four weeks. The full retention calendar takes longer, because the windows have to come from your own data.
Yes. Sending stays in the platforms you already pay for. Segments, triggers and reporting are built to read from your existing transaction records.
Yes, where your systems allow it. Verification status and transfer history drive the triggers, so a declining sender and a dormant one get different messages.
That is the entire service. Second transfer prompts, payday reminders and win-back offers exist to move send frequency and bring quiet accounts back.
First transactions are the acquisition side. Campaigns here are tagged to the account, so a second transfer or a reactivated send is attributed to the message that caused it.
Monthly: repeat rate, send frequency, reactivated accounts and revenue per sender, split by corridor and cohort rather than reported as one blended figure.
Margin from the extra transfers each campaign produced, against the fee. Retention campaigns for remittance companies usually pay back faster than acquisition does.
Only indirectly. A sender who already trusts you refers others, and referral prompts to active senders are the cheapest source of first transactions there is.
By reaching a sender at the interval they already use, with the corridor and the reason relevant to them, before the habit breaks and they try somebody else.
Operators, remittance apps and payout platforms on the roster
Marks appear once written permission is on file for each operator.
Start with the second transfer
Somewhere in your database is a cohort that sent twice and stopped. A fixed-fee growth audit will size it and price the campaign that reaches it.
You keep the lifecycle map whether or not we work together.