Stop the ChurnEmail methods that re-engage and win over your users.

re·ten·tionrəˈten(t)SH(ə)n/nounthe continued possession, use, or control of something.

Boomtrain is the intelligence layer that predicts the optimal content for your emails, website, and mobile app. We help you better communicate with your customers by delivering 1:1 individualized user experiences that drive deeper engagement, greater retention, and increased lifetime value.

Shannon JohlicHead of Marketing

Bob ColnerData Scientist

Presenters:

If you have any questions, please enter them in the chat box.

The Retention

Cliff

Questions at the Top of Our Mind:

● How many of your users come back? (basic)● How are you optimizing their experience?● When was the last time you tested an

hypothesis?● When was the last time you did a “health

check”?● How do you re-engage users to keep coming

back?● How do you cut through the noise and reach

them?● How are you going to scale your efforts?

Where do we begin?

Email:Strategic Retention LeverAppropriate use of email promotes long-term relationships

Subject Lines | Dayparting | Image Use | CTAs | Format | Goals/Conversions

A/B Test1the

(a very necessary, very time-consuming, very manual process...)

Method 1: A/B Testing (Think Globally)

Subject Lines | Dayparting | Image Use | CTAs | Format | Goals/Conversions

How many of you are currently using A/B testing in your emails?

Keep it Clinical:Follow a strict methodology (no “gut”, just data)

Let’s outline the classic setup for running an

experiment:

1. Decide the minimum improvement you care about.

2. Set a relevant sample size to reach in order to gauge efficacy of your

experiment.

3. RANDOMLY assign people to the test & the control group. (VERY

IMPORTANT)

4. Start your test. DO NOT look at the results until you achieve your defined

sample size.

5. Evaluate the results.

6. Re-test

Where Did I Go Wrong:Common mistakes in A/B Testing

Just optimizing for conversion Not taking the time to set goals Keeping it too simpleIgnoring more advanced metrics Ignoring mobile vs desktop

Test...then test some more:Until it’s time to take another action

When refining and optimizing your emails with A/B testing stops showing improvements it’s time to take the next step...

Health Check2the

(an advanced topic...but can be a manual process)

Method 2: The Health Segmentation

Do you know which users are “@risk” of churning and which ones are “healthy”?

What’s the difference? What is a “healthy” and an “@risk” user?

healthysomeone who has a recent history of frequently engaging with your brand

@risksomeone who had a history of frequently engaging with your brand, but has not done so in a while. (a lack of recency)

How to ID your “@risk” users:surface users predicted to churn

Identify users @risk of churning with the 4x4 Rule :A user who has visited at least 4 times in the last 4 months but has not returned in the last 4 weeks.

4x4

Segment into 2 buckets...and resurrect the @risk users

@risk

Send a ‘churn prevention’ email to provide a REASON to re-engage. Consider including:● limited-time special offers● discount code● highlight the best recent content they’re

missing

Keep sending the A/B test optimized email newsletter. (just keep them happy)

healthy

value

Step 1 - IDENTIFY: segment out your @risk usersStep 2 - BUILD: create compelling resurrection email that 1) offers new value 2) highlights best new content they are missing

Step 3: AUTOMATE: make this an ongoing automated on monthly basisStep 4: PERSONALIZE: individualize the content for audience resurrection (more on this in section 3)

Where do I begin...A proven methodology to move from @risk to healthy

Machine3leverage

(the power of predictive analytics)

Intelligence

Machine Intelligencescale your ability by removing the manual process

Can you write a million personalized emails with infinite content combinations that are constantly optimized for engagement?

...now you can.

The Rise of the Machine...it’s an extension of you...

Predictive Engines power the delivery of 1:1 individual user experiences via emails and onsite to each one of your users

Cut through the noise to deliver RELEVANT messaging

No one likes to be yelled at.

“audiences” and traditional “segments” become noisy when we try to communicate.

Reach the Mythical Segment of 1cut through the noise with machine intelligence

Have you met Jane?(she’s a person, not an audience)

Reach every user on a 1:1 individualized basis by delivering relevant user experiences…at scaleautomated individualization

Scaling relevanceat an individual 1:1 level

Have you met Jane?(she’s a person, not an audience)

Reach every user on a 1:1 individualized basis by delivering relevant user experiences…at scaleautomated individualization

Relevance Drives Engagement...and engagement directly affects your bottom line

How do you monetize your site traffic?

Advertising | Subscriptions | Affiliate | Direct Selling

A review...

1)A/B Test (very manual, but very necessary)

2)Health Checks/Segmentations (still

manual, but addresses @risk users fast)

3)Machine Intelligence (automates all of the

above, at scale with 1:1 personalization)

Questions?

Questions?

shannon@boomtrain.com

Contact us to learn more.