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1 keeping the flame burning email strategies to prevent losing a customer gianfranco cuzziol head of everywhereCRM cuzziol.blogspot.com [email protected] @iamgfc

Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

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Page 1: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

keeping the flame burning email strategies to prevent losing a customer

gianfranco cuzziolhead of [email protected]@iamgfc

Page 2: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

an apology

Page 3: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

introducing everywhereCRM

Page 4: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

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

Page 5: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

relevance

key areas in keeping the flame alive

sign up unsubscribe

Page 6: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

lighting the flame

sign up

Page 7: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Page 8: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
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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

Page 10: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

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

Page 11: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

relevance

keep it burning

Page 12: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

defining inactive

Lies, Damned Lies

and

Email Metrics

Page 13: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

defining inactive

• They never were active

• They never got your emails

• They never last forever

Page 14: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

they never were active

Page 15: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

they never got your emails

Page 16: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

they never last foreverAcquire Convert Grow Retain Reactivate Intensive Care

Welcome Purchase Stimulation

Repurchase Stimulation

Loyalty Reactivate Purchase Cycle

Special Treatment

Page 17: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

• Timing

• Content

• Context

• Device

they never last forever

Page 18: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

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

Page 19: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

content

Page 20: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

content

Page 21: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

context

Page 22: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

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

Page 23: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

data is your friend

Page 24: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

it’s not rocket science

Page 25: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
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Page 30: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

are they really inactive?

Page 31: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

are they really inactive?

Page 32: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Page 33: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

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

Page 34: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
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36

DMA Email Series - Winback Event November 2011

are they really inactive?

Page 37: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Page 38: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

last chance before it goes out

Unsubscribe

Page 39: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

why do people unsubscribe?

Jupiter Research (now Forrester)

Page 40: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

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

Page 41: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

don’t lose them

Click Here

Page 42: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

“ we didn’t improve one thing by one hundred percent we improved one hundred things by one per cent.”

Page 43: Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

thank you

[email protected] 07506 699795

cuzziol.blogspot.com www.linkedin.com/in/gcuzziol twitter.com/iamgfc