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© e-Dialog Inc. All Rights Reserved.
Win-back Campaign Examples
© e-Dialog Inc. All Rights Reserved.
Tuesday 22nd November 2011
James Beauchamp – Strategy & Analytics Lead
e-Dialog International
Reactivating In-active Subscribers
Have not engaged with email,
website or other platform in X
days
Have never engaged
Reactivating Lapsed/In-active Purchasers
Haven’t purchased online or in-
store from you in X days.
Never purchased
Reactivating Undeliverable Opt-ins
Have asked to receive email but
for some reason it cannot be
delivered
Agenda
Win-back Examples TJ MAXX
Take Away
Last chance!Reactivating in-active
subscribersReiterate the benefits of
subscriptionWIIFM?
Deadline to add some urgency“TODAY” is perhaps a little
harsh
Requires Positive action from subscriber
What happens after last chance?
Stop mailing altogether?Increased results,
save costs on CPM>opportunity costs?
Mail less?Still not good enough? Alternative channels?
Win-back Examples Bed Bath & Beyond
Take Away
Two-touch sequenceIncentive, then last-chance
Reactivating in-active subscribersInclusion of deadline again, more
explicitGood call out to benefits of
subscription
Could be leveraged:• Improvements to
online store• In-store savings
Win-back Examples Confused.com
Take Away
Targets people that have not interacted with the website.
Cherry pick your win-back target: Based on policy renewal
date
Cash Incentive
Call out to benefits of using Confused.com
Excellent accessibility/best practice
Win-back Examples British Airways
Take Away
Encouraging non engaged, non-
purchasing subscribers to buy
Less overt messaging
Cash and % off incentive
Inclusion of deadline
“Final Call for passenger
Beauchamp”
Win-back ExamplesDell
Take Away
What do people want to receive?
Why aren’t they engaging?
Ask them!
“Win a laptop – open for your chance!”
Hosted web-based survey
Give them ownership & involvement in the
programme
Be prepared to change
What content/products would you like to see featured?
How often would you like to hear from us?
Why have you stopped opening our emails?
What does “Undeliverable Opt-ins” mean?Subscribers on your base that are opted-in but are marked as
undeliverable due to either a Hard or Soft Bounce.Many of these undeliverable addresses could be active,
engaged customers who would love to hear from you!
Win-back ExamplesReaching Undeliverable Opt-ins
Getting Back in TouchIn order to re-engage with customers
we must look to alternative channels of communication. Direct MailSMSTargeted post-log in bannersIn-app messaging
Use Dynamic Print to reach previously un-
contactable fans and encourage them to
update their profile information through a
personalised URL
Dynamic print brings together the best of both
print and online worlds; an eye catching
tangible marketing piece and a precise data
capture tool.
Include QR code to help simplify the journey
between postcard and website.
Win-back ExamplesDirect Mail
How can we fix the problem?
10
Where appropriate permission has been
obtained, use SMS to encourage subscribers
to update their details
More cost effective than Direct Mail
May offer a simpler user journey than Direct
Mail.
Can still include a personalised URL within
SMS to pre-populate subscription
centre/update web form and facilitate
tracking.
Win-back ExamplesSMS
Win-back ExamplesNFL
Take Away
– 88k in-actives sent personalised postcard
– Fans were encouraged to visit NFL.com to update their email
address.
• The URL directed fans to a simple custom web form to
allow them to submit updated details.
Welcome back email deployed immediately
On-boarding programme begins
How can we fix the problem?
12
• Who are our target audience?
• What is the desired response?
• What do we know about our in-actives?
• What else can we learn?
• What’s in it for our subscribers?
• What happens after Win-back?
Summary
© e-Dialog Inc. All Rights Reserved.
Thank you!
Any questions?
© e-Dialog Inc. All Rights Reserved.