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Overview

Hiro’s Marketing Hub combines campaign management, audience segmentation, and marketing automation into a unified platform. Built for hospitality businesses, it helps you re-engage inactive customers, reward loyalty, and drive revenue through targeted communication.
Perfect for: Restaurant groups and hotels running regular promotional campaigns, loyalty programs, and customer re-engagement initiatives.

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Marketing Hub Dashboard

The Marketing Hub has four main sections:
Executive overview of marketing performance:
  • Total campaigns (active and completed)
  • Active automations count
  • Campaign performance metrics
  • ROI and revenue attribution
  • Recent activity feed

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Creating Campaigns

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Campaign Creation Wizard

Launch campaigns in 5 steps:
1

Select Audience

Choose from:
  • Pre-built segments (VIP, At Risk, Champions)
  • Custom segment from Advanced Filter
  • Manually selected customers
  • Import from CSV
2

Choose Channel

Select communication method:
  • Email Premium: Rich HTML templates
  • SMS Directo: High open rate, 160 chars
  • WhatsApp: Personal engagement
3

Design Message

Craft your message:
  • Use pre-built templates or start from scratch
  • Personalization tokens (name, tier, location)
  • AI Copywriter suggestions
  • Preview on device mockups
4

Configure

Set campaign parameters:
  • Name and description
  • Send time/schedule
  • Tracking parameters
  • A/B test variants (optional)
5

Launch

Review and launch:
  • Audience count confirmation
  • Cost estimate (SMS/WhatsApp)
  • Preview sample recipients
  • Schedule or send immediately

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Campaign Templates

Pre-designed templates for common scenarios:

Re-engagement

“We Miss You” campaign for inactive customers
  • 30/60/90 day versions
  • Incentive variants

Birthday Club

Automated birthday greetings with special offer
  • Personalized message
  • Free dessert/drink offer

VIP Exclusive

Special offers for high-value customers
  • Early access to events
  • Private tastings

New Menu Launch

Announce new dishes or seasonal menus
  • Food photography
  • Reservation CTA

Event Invitation

Invite customers to special events
  • Wine dinners
  • Chef’s table

Feedback Request

Ask for reviews after positive experiences
  • NPS survey link
  • Google/TripAdvisor links

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Personalization Tokens

Insert dynamic content into messages: 
Hola {nombre},

Como miembro {loyalty_tier} de {ubicacion_favorita},
tienes acceso exclusivo a nuestra nueva carta de otoño.

Reserva tu mesa preferida ({mesa_preferida}) antes del {fecha}.

¡Te esperamos!
Available Tokens:
  • {nombre} - First name
  • {apellido} - Last name
  • {loyalty_tier} - Tier (VIP, Oro, etc.)
  • {ubicacion_favorita} - Most visited location
  • {mesa_preferida} - Preferred table
  • {ultima_visita} - Last visit date
  • {total_visitas} - Total visit count
  • {fecha} - Current date
  • Custom fields (configurable)

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Audience Segmentation

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Smart Segments (RFM-Based)

Pre-built segments automatically updated:
Definition: High frequency + high spend + recent visitCharacteristics:
  • Visited in last 30 days
  • 5+ visits in last 6 months
  • Top 20% in spending
Campaign Ideas:
  • VIP event invitations
  • Early access to new offerings
  • Referral program enrollment
  • Thank you campaigns
Definition: Regular visitors with consistent spendCharacteristics:
  • Visit every 4-6 weeks
  • 3+ visits in last 6 months
  • Above-average ticket
Campaign Ideas:
  • Loyalty program upgrades
  • Birthday club enrollment
  • Seasonal menu previews
Definition: Previously valuable, now inactiveCharacteristics:
  • Haven’t visited in 60-90 days
  • Were frequent visitors (5+ total visits)
  • High historical spend
Campaign Ideas:
  • “We miss you” with 20% discount
  • Personal call from manager
  • New menu announcement
  • Survey: Why haven’t you returned?
Definition: Inactive for 3+ monthsCharacteristics:
  • No visit in 90+ days
  • Previously regular customer
  • No response to re-engagement attempts
Campaign Ideas:
  • High-value offer (50% off, free bottle)
  • Complete menu refresh announcement
  • Major renovation/concept change
  • Last-chance re-engagement
Definition: First visit or recent sign-upCharacteristics:
  • First visit within last 30 days
  • 0-1 total visits
  • Not yet in loyalty program
Campaign Ideas:
  • Welcome series (3 emails)
  • Second visit incentive
  • Loyalty program enrollment
  • Menu recommendations

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Custom Segments

Build precise audiences with Advanced Filter Builder: Example: High-Value Wine Lovers 
Conditions (ALL must be true):
- Total Spend > €1000
- Tags contains "Wine Lover"
- Last Visit < 45 days ago
- Average Rating >= 8
Example: Brunch Campaign - Barcelona Only 
Conditions:
- Favorite Location = "Barcelona Centro"
- Previous visits on Saturday/Sunday
- Visit Count >= 3

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Kanban Segments View

Visual board showing customer segments:
  • Columns: Each segment (Champions, Loyal, At Risk, etc.)
  • Cards: Sample customers from each segment
  • Drag & Drop: Move customers between segments
  • Quick Actions: Create campaign for segment
  • Analytics: Count, avg spend, potential revenue

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Marketing Automation

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Automated Workflows

Set up trigger-based campaigns that run automatically:

Behavioral Triggers

  • First visit completed
  • Milestone visits (5th, 10th, 25th)
  • Spending threshold reached
  • No visit in X days
  • Reservation completed

Temporal Triggers

  • Birthday (X days before)
  • Anniversary of first visit
  • End of month
  • Seasonal dates

RFM Triggers

  • Customer enters “At Risk” segment
  • Tier upgrade (Bronze → Silver)
  • Tier downgrade
  • Becomes “Champion”

Feedback Triggers

  • NPS score < 7 (detractor)
  • NPS score >= 9 (promoter)
  • First review received
  • No feedback after 3 visits

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Pre-configured Workflows

Ready-to-activate automation templates:
Trigger: 7 days before birthdayAction: Send email with:
  • Personalized greeting
  • Free dessert or drink offer
  • Reservation link
  • Valid for birthday month
Performance: ~40% redemption rate

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Automation Builder

Create custom workflows:
  1. Select Trigger
    • Choose from 20+ trigger types
    • Set conditions (e.g., “No visit > 45 days AND Total Spend > €500”)
  2. Define Action
    • Send campaign from template
    • Create internal alert
    • Move to different segment
    • Update customer tag
  3. Set Frequency
    • One-time per customer
    • Recurring (monthly, etc.)
    • Limit per customer per year
  4. Activate
    • Test with sample customers
    • Activate for all matching
    • Monitor performance
Best Practice: Start automations with small audiences to test messaging and offers before scaling to full segments.

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Campaign Performance

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Real-time Metrics

Track campaign success:

Delivery

  • Sent count
  • Delivered rate
  • Bounce rate
  • Failed sends

Engagement

  • Open rate
  • Click rate
  • Time to open
  • Device breakdown

Revenue

  • Attributed revenue
  • Conversion rate
  • ROI percentage
  • Revenue per recipient

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Attribution Tracking

Hiro tracks revenue from campaigns:
  • Direct Attribution: Customer uses campaign code/link
  • Time-based: Visit within 30 days of campaign
  • First Touch: Campaign was first interaction
  • Last Touch: Campaign was last interaction before visit

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Benchmarks (Industry Averages)

MetricEmailSMSWhatsApp
Open Rate22%98%95%
Click Rate2.5%8%15%
Conversion0.8%3%5%
Cost per Send€0.02€0.08€0.05

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Best Practices

Timing Matters

  • Email: Send Tue-Thu, 10am-2pm for lunch, 4pm-6pm for dinner
  • SMS: Avoid early morning (<10am) and late night (>10pm)
  • WhatsApp: During business hours only

Test Everything

  • A/B test subject lines
  • Test offer amounts (15% vs 20%)
  • Test personalization depth
  • Always have control group

Segment Precisely

  • Smaller, targeted segments outperform large blasts
  • Use location data for local offers
  • Consider visit history and preferences

Respect Frequency

  • Max 1 campaign per customer per week
  • Exclude recent visitors from re-engagement
  • Honor unsubscribe immediately

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Compliance & Privacy

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GDPR Compliance

  • Opt-in Required: Double opt-in for email/SMS
  • Easy Unsubscribe: One-click unsubscribe in all messages
  • Data Portability: Customers can download their data
  • Right to Erasure: Delete customer data on request

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Best Practices

  • Include physical address in all emails (legal requirement)
  • Provide preference center (email vs SMS)
  • Segment by consent type
  • Clean lists every 6 months (remove inactive)
Legal Tip: Keep records of opt-in consent with timestamp and source. Required for GDPR compliance audits.

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Campaign Examples

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Example 1: VIP Re-engagement

Audience: VIP customers, no visit in 45-75 days Channel: Email + SMS follow-up Subject: “[Name], your VIP table is waiting” Message: 
Hola [nombre],

Te echamos de menos en [ubicacion_favorita].

Como miembro VIP, hemos reservado una sorpresa especial
para tu próxima visita. Solo tienes que mencionarnos
este email al reservar.

Tu mesa favorita ([mesa_preferida]) te espera.

Reserva aquí: [link]

—El equipo de [restaurante]
Results: 28% open, 6% click, 3.2% conversion

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Example 2: New Menu Launch

Audience: All active customers (visited last 90 days) Channel: Email with photos Subject: “Nueva Carta de Otoño 🍂” Message: Rich HTML email with:
  • Hero image of signature dish
  • 3-4 menu highlights with photos
  • Chef’s note
  • Reservation CTA
Results: 35% open, 8% click, 12% booked within 2 weeks

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Technical Details

Email Delivery:
  • SendGrid/AWS SES integration
  • SPF/DKIM/DMARC configured
  • Bounce handling automatic
  • Unsubscribe honored immediately
SMS Delivery:
  • Twilio integration
  • Spanish long code
  • Unicode support (emojis)
  • Delivery receipts tracked
WhatsApp:
  • WhatsApp Business API
  • Template pre-approval required
  • Rich media support
  • Two-way conversations

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