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keeping the flame burning email strategies to prevent losing a customer
gianfranco cuzziolhead of everywhereCRMcuzziol.blogspot.comgianfranco@cuzziol.com@iamgfc
an apology
introducing everywhereCRM
the world of eCRM is changing
Lets for the sake of argument call the future everywhereCRM
This presents us with a new commercial battleground which has four key attributes that we need to consider:• it’s here now• it requires a different approach• it’s real time• it’s controlled by consumers
relevance
key areas in keeping the flame alive
sign up unsubscribe
lighting the flame
sign up
the confirmation email
• A simple thank you
• This is what it may look like
• Immediate Call to Action
• Confirming the benefits
• Arrived in the Inbox within 1 minute
10
DMA Email Series - Winback Event November 2011
tips for the sign up page1. Make It Easy to find and do – ideally Above the fold Top Right
2. Provide only one newsletter subscription page that includes information about all available email newsletters
3. Clearly state when users have navigated to the newsletter sign-up process
4. Don’t pre-select any newsletters for users unless they have clicked on a link that named a specific newsletter
5. In multi-step processes, let users know how many steps remain
6. Explain the ‘value proposition’ – what’s in it for me?
7. Manage expectations – what will I get when and how often?
8. Clear Privacy Policy
9. Use incentives - but be transparent
10.Send a confirmation email, or maybe even the last newsletter
relevance
keep it burning
defining inactive
Lies, Damned Lies
and
Email Metrics
defining inactive
• They never were active
• They never got your emails
• They never last forever
they never were active
they never got your emails
they never last foreverAcquire Convert Grow Retain Reactivate Intensive Care
Welcome Purchase Stimulation
Repurchase Stimulation
Loyalty Reactivate Purchase Cycle
Special Treatment
• Timing
• Content
• Context
• Device
they never last forever
The communications
Cu
stom
er
em
oti
on
s in
ow
ners
hip
cycl
e
Engage Customers When They’re Most Eager to Hear From You
Key customer ’ moments of truth ‘
timing
content
content
context
6am 7am 8am 9am 10am 11am 12am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pm
Radio
Tablet
Mobile
PC
TV
Paper
Home Travel Work Travel Home
device
data is your friend
it’s not rocket science
are they really inactive?
are they really inactive?
Acquire Convert Grow Retain Reactivate Intensive Care
Welcome Purchase Stimulation
Repurchase Stimulation
Loyalty Reactivate Purchase Cycle
Special Treatment
Welcome
Product Review
Monthly Newsletter
Website BrowseTrigger
Abandon Basket
Nursery Programme
Social Alerts
Re-purchase trigger
Product Lifecycle
Lapsed Purchase Programme VIP
Survey
BirthdayEmail
1st ShopAnniversary
Conversion
Weekly BAU
36
DMA Email Series - Winback Event November 2011
are they really inactive?
last chance before it goes out
Unsubscribe
why do people unsubscribe?
Jupiter Research (now Forrester)
40
DMA Email Series - Winback Event November 2011
tips for the unsubscribe page1. Provide a way to unsubscribe directly via the website (rather than only via an email message)
2. Clearly identify the sending company on the unsubscribe page. Include the site and newsletter name
3. On the unsubscribe page, list the user’s email address and current newsletters, and a simple way to unsubscribe from any or all newsletters.
4. Provide a separate process for unsubscribing. Don’t have the subscribe process double as the unsubscribe process
5. Offer users an option to change the frequency of the newsletter as an alternative to unsubscribing
6. Provide a confirmation screen verifying that the user’s email address has been unsubscribed from the newsletters
7. On the confirmation page, list other ways to receive updates such as through social networks or a blog
8. If you ask users for feedback about why they are unsubscribing, make the process optional and easy
9. Send only one email confirmation to users after they unsubscribe, listing any newsletters users have asked to stop receiving.
10. Unsubscribe users immediately. If this isn't possible, tell users how long it may take for your system to register their changes
don’t lose them
Click Here
“ we didn’t improve one thing by one hundred percent we improved one hundred things by one per cent.”
thank you
gianfranco@cuzziol.com 07506 699795
cuzziol.blogspot.com www.linkedin.com/in/gcuzziol twitter.com/iamgfc
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