Win-back Campaign Examples

© e-Dialog Inc. All Rights Reserved.

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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 subscribers Reiterate the benefits of subscription

WIIFM? 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?

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Win-back Examples

Bed Bath & Beyond

Take Away

Two-touch sequence

Incentive, then last-chance Reactivating in-active subscribers Inclusion of deadline again, more

explicit Good 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 Examples

Dell

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?

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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 Examples

Reaching Undeliverable Opt-ins

Getting Back in Touch In order to re-engage with customers we must

look to alternative channels of communication.

Direct Mail

SMS

Targeted post-log in banners

In-app messaging

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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 Examples

Direct Mail

How can we fix the problem?

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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 Examples

SMS

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Win-back Examples

NFL

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?

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• 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

Thank you!

Any questions?

© e-Dialog Inc. All Rights Reserved.

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