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Customer Win-back
Jill Brittlebank, Director of Strategic Services
Protecting and Reviving Customer Engagement
© e-Dialog Inc. All Rights Reserved.
Agenda
Context
Defining inactives
Prioritising activity
Keeping what you have
Managing inactivity in a multi-channel world
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© e-Dialog Inc. All Rights Reserved.
The state of the channel
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Source: DMA
Open rates Click rates
Unsubscribe rates
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Mobile email marketing
4 © e-Dialog Inc. All Rights Reserved.
Connecting with consumers 18-24 are the heaviest users of
mobile email
Special offers are
the preferred type of
mobile email
© e-Dialog Inc. All Rights Reserved.
It’s not just calls & texts
Mobile phone activitiesChecking personal email is predominant activity
Common behaviour among Social and Mobile users
Base: Respondents with an Internet-enabled mobile phone
© e-Dialog Inc. All Rights Reserved.
And consumers are engaging through other channels
Meteoric rise of social mediaSocial networks continue to grow
Over one-third of consumers
interact socially with marketers
42% say that e-mail is a primary
driver in social networking
One-quarter review and rate
purchased products
Almost 20% say they forward
messages to family and friends
What’s deemed “most
shareworthy”? New product
information, special offers and
promotions
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© e-Dialog Inc. All Rights Reserved.
Are we really sure they’re inactive
Three quarters of your emails are going unread
Communications through multiple channels are increasing
Is email really that important?
7 © e-Dialog Inc. All Rights Reserved.
© e-Dialog Inc. All Rights Reserved.
Ranking of channels for ROI Proportion of companies ranking as ‘excellent’ or ‘good’
Email consistently top/second top channel for ROI since 2008
12/04/2023
8
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SEO 73%
Email marketing 72%
PPC 56%
Social media 43%
Mobile marketing 34%
Affiliate marketing 47%
Offline direct marketing 32%
Online display advertising 24%
© e-Dialog Inc. All Rights Reserved.
Average split of online marketing budgets
9 © e-Dialog Inc. All Rights Reserved.
Website 23%
Email marketing 18%
PPC 15%
SEO 10%
Display advertising 8%
Affiliate marketing 6%
Social media 6%
Mobile 2%
Other 12%
© e-Dialog Inc. All Rights Reserved.
Role of email with social web
Email is the glue between social and commercial web assets
© e-Dialog Inc. All Rights Reserved.10
Social Media activity:Your brand personality
Your website:The commercial
shop-front
Email communications:Reminds consumers to
re-engage
Drivestraffic
Keepsinformed
Drivestraffic
Builds brand engagement
Prompts engagement between sales cycles
Drives reason for regular contact
© e-Dialog Inc. All Rights Reserved.
How to define an inactive customer in a multi-channel world?
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The Customer Journey covers multiple active and passive advertising interactions across paid, earned, and owned
media
© e-Dialog Inc. All Rights Reserved.
Day 1
Day 8
CloserInfluencersIntroducer
Natural Search
Display Campaig
n Email Marketin
g
AffiliateBranded Keyword Search
Here’s what you see…
Site Purchase
Site Visit
Social
Here’s what you missed
Purchase Path Analysis provides full Funnel visibility
12
© e-Dialog Inc. All Rights Reserved.
Where do you focus resource
Once you understand the role of email in the purchase funnel for your different customer segments, then you can improve the content of the emails you send to be more effective
But that’s not the whole story…
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Engagement Trends
14
Natural attrition affects winback
41.1%
33.5%
5.8%5.1% 3.4% 2.4%
44.7%
35.7%
5.7%6.8%
2.9%1.7%
49.2%
37.3%
5.9%5.2% 3.4% 2.1%
47.2%40.3%
6.1%6.4%
3.8% 2.2%0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
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6-9 mth 9-12 mth 1-2 yrs 2+ yrs
% e
mai
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d
Tenure and Recency
% e-mails opened in FY10 Q4
© e-Dialog Inc. All Rights Reserved.
Who’s Who?
Someone who is actively opening & clicking, even though not purchasing in the last year, should be seen as an active customer.
Active
0-12 month buyers
0-12 month
prospects
60 Day openers &
clickers
Inactive
13-24 month buyers
13-24 month
prospects
61-120 day
openers & clickers
Lapsed
25+ month buyers
25+ month
prospects
120+ day openers &
clickers
15
© e-Dialog Inc. All Rights Reserved.
Winback Scenarios – how to nurtureFour main types of Winback Scenarios
1) Reactivating inactive subscribers (those who’ve chosen to stop engaging)
2) Reactivating lapsed purchasers (those who’ve stopped buying)
3) Dealing with unsubscribes
4) Dealing with an invalid email (those who we can no longer contact via email)
But of course, the best approach is to prevent – or delay – their initial lapse
© e-Dialog Inc. All Rights Reserved.
Dead or sleeping?
17
If they’re not – nurture them, they loved you once….
It was hard enough to capture in the first place and it will cost you far more to acquire a new one. Email still delivers the highest ROI
Dead or just sleeping?
If they’re dead – get them off your database and stop diluting the reporting of your activities and stop paying for the CPM.
© e-Dialog Inc. All Rights Reserved.
Prevention is better than Cure
Irrelevance is one of the top two reasons people opt-outof e-mail.
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Relevance Drives Retention
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What do subscribers want?
Behind discounts and sales,
task e-mails like personal
alerts, reminders, and
customer experience
follow ups rank highest with
what consumers would like to
see via e-mail (upwards of
40%).
Forrester Wave Q4/2009
states “to increase both
campaign effectiveness and
efficiency, marketers need
the ability to easily automate
programs by using triggers.”
© e-Dialog Inc. All Rights Reserved.
Subscribers want relevance
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Prevention is better than Cure
Relevance has specific meaning in digital marketingThe first is engaging customers across their lifecycle
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Relevance Drives Retention
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Six Factors of Relevance
Contact Management
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Rescuing a Poor Customer Experience
Drive a Replacement Purchase
A returns trigger may yield up to
75x the return of a standard
promotional message
Surprise & Delight factor
Preserve the brand experience
Cross-sell into other products
23 © e-Dialog Inc. All Rights Reserved.
© e-Dialog Inc. All Rights Reserved.
Is email the channel of choice?
Don’t flog a dead horse: send reactivation messages through the most appropriate channel
Retargeting banners
Mobile messaging
Social messaging
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Integrated Dynamic Messaging Remarketing
Remarketing/Retargeting drives engagement
10 x Return on
your advertisin
g investmen
t
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Rue La La were looking at different ways to engage with their customers and make use of a growing Facebook presence – Facebook-Exclusive achieved highest ever click through and revenue and increased fanbase
Social Media Programmes
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Is It An Email, or a Mobile Message?
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Designing for mobile
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Clear messaging
Adjust design for 320px wide (desktop emails are 600px wide)
Easy to use with a touch interface
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Encouraging cross-channel interaction
”Our relationship with the e-Dialog team has always allowed us to think strategically and pioneer marketing techniques ahead of industry trends,” says Chris Davies, head of Digital Innovation for British Airways. “Mobile is a key new channel for our marketing mix and e-Dialog proved they understand the challenge and are able to help us create integrated campaigns which address this need.”
© e-Dialog Inc. All Rights Reserved.
© e-Dialog Inc. All Rights Reserved.
Summary
Consider the role of email in conversion funnel
Understand the drivers of disengagement by customer segments
Address the reason for their inactivity
Send them compelling re-engagement prompts
Communicate through the best channel(s)
Remember the ROI …. it may be time for Goodbye
30 © e-Dialog Inc. All Rights Reserved.
© e-Dialog Inc. All Rights Reserved.
Questions
Jill Brittlebank, Director of Strategic Services31