062013 3 sixty reengagement
TRANSCRIPT
About 3sixty Live • Your chance to make live, in-person
connections with ExactTarget users in your community.
• Connect with other interactive marketing professionals
• Exchange tips, tricks, and best practices with your peers
• Help shape the future of the ExactTarget product
About Me. • 15+ years of experience in the
digital space – Creative, Client Services, and Strategy
• Consulting, agency, and ESP experience
• 2.5 years at ExactTarget • “Marketer. Skeptic. Gadabout.
Nerd.” Twitter: @toddwils
Square One. • Half the battle is getting the right
customers to start with – and setting expectations.
• Make your preference center a true preference tool – and don’t hide it!
The Onboarding. • Educate them. Let them know
what to expect. Don’t assume! • Be grateful • Be informative • Be transparent • Be curious
The Analysis. • Understand your customers. Take
a look at your new members and their engagement (and spending) habits.
• Does their engagement drop off at a specific point after they opt in? When?
• What about their purchase activity? Do online purchasers tend to make another purchase? How soon after their first (if they make one at all)?
The Nudge. • If you know where customers are
most likely to disengage, create a “nudge” to encourage them to engage.
• Remind them to take action if they haven’t
• Offer an incentive if you can* • Re-state your brand promise and
program benefits
Case Study – The Container Store • Another great example of a retention
message – The Container Store reaches out to customers over time to ask them to tell more about themselves.
• The end result? • Proactive customer service
impression • More info = better targeting • Likely higher engagement long-
term
Questions For You…
• What are you doing to encourage your customers/members to engage or purchase?
• Success stories to share?
• Any stories about what didn’t work so well?
Overview • Strong and aggressive re-
engagement and a willingness to say “goodbye” are increasingly critical factors for a successful email program.
“Some&mes the hesita&on [to re&re subscribers] is caused by old-‐school
mentality from catalogue marketers: ‘more mail =
more money’ – but we know this isn’t the case.”
Source: ClickZ, hCp://bit.ly/INYrPb
Amazon Local • Amazon Local proactively opts
members out of their email communications if they don’t engage after a few months.
• Their explanation: “Amazon customers trust us to provide relevant communication… Continuing to send unwanted emails would hurt [our] relationship.”
LinkedIn • LinkedIn proactively opts
members down from group emails they don’t engage with.
• If you’ve already been opted down, LinkedIn will opt you out if you continue to be unengaged.
Fab.com • Fab’s re-engagement/retirement
example is simple and brand-centric. It proactively opts you out unless you take action via the “Shop Now” or “Here” links.
• Subject line: “Stop. Getting. So. Much. Email. Smile, you’re designed to.”
Retail Example
• Our client wanted to improve deliverability and engagement – without impacting sales and sessions.
• Together we built a strategy that identified unengaged customers and sent them two messages to encourage activity.
• Those who didn’t re-engage were thanked and unsubscribed – all before the Black Friday/Cyber Monday season.
Results. • 100% increase in engagement (opens/clicks)
• 60+% increase in channel sales over forecast
• 70+% increase in channel sales over previous year
• Significantly enhanced deliverability – no bounce alerts since launch
Net Result?
Re#ring old emails greatly increased engagement,
– meaning re#rement had no nega5ve effect on the bo6om line at all.
while sales also increased
Things to Consider • Build a plan that’s right for you.
• There are great examples, but there’s no “right” way. Every client and customer base is different.
• It may not be perfect to start – but once you start, you can build on what you’ve learned.
• Review your re-engagement reporting in detail. • After launch, review the results for each step/email in the re-engagement
process. • Can you simplify or improve? Is one message enough? What about two?
Other Considerations • Content/Design.
• The message can make a huge difference. How can you maximize the experience to reflect your customers’ expectations and your brand promise?
• Incentive. • Should you offer an incentive? If so, what kind?
• Automation. • Re-engagement should eventually be automated for when customers pass
a certain threshold. What is that threshold? • Options.
• Provide links to social and info for mobile!
Questions For You…
• What are you doing to encourage your customers/members to re-engage today? Are you retiring those who don’t?
• Success stories to share?
• Any stories about what didn’t work so well?
• What’s the appetite for re-engagement and retirement in your organization?