Email reactivation and segmentation - Glyn Thomas, WDM

Glyn Thomas / WDM

Email:Reactivation

and segmentation

Reactivation

What is email reactivation?Who gets sent the email(s)?

|WDM: People who had not opened an email for at | | | |least six months.|

Reactivation

Subject: Have we offended you?

Hello Glyn,It looks like you're not opening our emails. We'd love to hear why.We want to send you emails that are relevant to you and we certainly don't want to spam anyone. Please click on the link below that most represents how you feel about our email list.

Reactivation

* I do read your emails. * I don't know who you are and why you are emailing me.* I don’t have time to read your emails at the moment.* I don’t receive emails from you that interest me.* I can't read your emails properly.* I don't normally read emails from organisations.* You send me too many emails.* You don't send me enough emails.* Something else.

Reactivation

If you want to stay on the list you don't need to do anything. But if you want to unsubscribe, we totally understand. All you have to do is click this link.

Thank you for your support.

Best wishes,

Pontus WesterbergWeb officer, World Development Movement

Reactivation

Open rate: 17% - higher than list as a wholeClick through rate: 11% - higher than list as a wholeUnsubscribed immediately - 2.8%Some complaints

|'How did you know?'|

|Many not realise it was an email list|

|Being monitored / tracked|

|False negatives: people reading emails on Blackberries, | |not downloading images, having images turned off by | | | |default|

Reactivation

* 47% said they don't read emails because they don't have time.* 30% said that they do actually read our emails.* 6% said 'who are you?'* 4% said we send too many emails* 2% said they don't read emails from organisations* 1% said our emails were boring

Reactivation

Views and suggestionsSubject line was popularMany false negatives: people reading emails on Blackberries, not downloading images, having images turned off by default etc.Abrupt opening to the email. 'No time to read emails' = 'your emails aren't interesting enough to me' ?

Reactivation

ImprovementsTone: "how can we improve so we get you involved again" rather than "you haven't been active..."Data to use: not clicked in past six months and not taken campaign action. Ask for feedback on the campaign and why not got involved.Surveys about email communications.Change unsubscribe process - give people more options.

Reactivation

Those that didn't respond:Do you want to renew your subscription to WDM emails?

|Yes / No| Your subscription to WDM emails expires soon.

|Yes| Last chance to keep receiving to WDM emails

|Yes|

Reactivation

Any other ideas?

Segmentation

Aim: keep people more engaged through more tailored email communications

Pilot project: WDM fundraising appeal emails

Segmentation

Previously

1) Email sent to whole list

2) Reminder email sent to people who didn't open first email

Segmentation

Pilot project

1) Email sent to whole list

2) Five different reminders depending on previous activity

Segmentation

Segmentation

Previous donor

Not opened first email - different subject line and more detail about the campaign

Opened first email but not clicked - much longer email, more detail

Clicked but not donated - thanked again for previous donation

Segmentation

Not previous donor

Did not open first email - really short email, focus on the difference they could make donating

Opened first email but not clicked - no reminder

Clicked but not donated - if taken action on similar issue, thanked and explain how linked

Segmentation

OutcomeDoubled income compared with average for previous online appeals.

Segmentation

Future plansFundraising emails start with thanks again, Glyn, for your donation of £x.Special update emails - tailored to include a paragraph about each of the things they've done.Campaign emails - people who have taken every email on a campaign will get a couple of extra paragraphs in an email about the campaign. Shorter emails for others.

Segmentation

Any other ideas?