dormant customers and how to engage with them

Ahmer HasanOctane Marketing

@ahmerhasan#octanein

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Connect with Dormant Customers & Maximise Engagement

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Engaging Dormant Customers

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Engaging Dormant Customers

Prateek has been working in the email marketing domain for the last two and a half years and his interests include strategic sales & marketing planning, new business development and search engine marketing. He looks after enterprise associations and partnerships and deals with consulting to executing marketing strategies primarily around emails.

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About Prateek Bali

Prateek BaliOctane Marketing

@prateekb11

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Connect with Dormant Customers & Maximise Engagement

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Did you know?

April 16, 2013

• It costs 6–7 times more to acquire a new customer than to retain one!

• You loose 20% - 40% customers annually.

Source: http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/

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Why does a customer become dormant?

• Email Fatigue• Too many

Emails

Source: http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/

April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.

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*Reference Return Path Email Intelligence Report Q3 2012

Why does a customer become dormant?• Subscriber completes the goal!• Needs get fulfilled

April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.

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Why does a customer become dormant?• Irrelevant Messages• Job Role Changes• People get married• Change Cities

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Effects of Dormant Subscribers• Diminishes ROI

• Reputation at RISK• Affects over all inbox delivery

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Re-engaging with dormant subscribers• Focus on small chunks of inactive DBs• Send Feedback mailers• Use dynamic content (personalized subject lines, offers etc.)• Provide useful and relevant communication• Do a reply only campaign

April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.

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• Relevant incentives to be sent on inactive DBs• Miss you email campaigns can be done• Create ‘Preference Centers’• Behavioral targeting through emails and website• Email only offers to be run on website and through sms or

telemarketing channels

April 16, 2013

Re-engaging with dormant subscribers

©2013 Octane Marketing Pvt. Ltd.

13©2013 Octane Marketing Pvt. Ltd.

Removal Plan for Dormant Subscribers• Send a series of emails to the Dormant lists:

Step 1 – Send an email with a relevant offer and inform the user about the offer and why is he getting it

Step 2 – Send an email with the offer expiry Step 3 – Send an email saying “Do you want to renew

your subscription” Step 4 – “Your subscription expires soon” Step 5 – “Your subscription to newsletters has expired”

April 16, 2013

Q&A

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• 500+ million opt-in mail boxes served every month• 120+ brands, multi-channel• Offices in Mumbai, Delhi, Bangalore & San Francisco• India’s Hottest Tech 20 Startup 2012*

Start Engaging @octane.in

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Thank YOUSee you next Webinar: 21st May Twitter: @OctaneinWeb: octane.inYouTube: Octane Mailman

April 16, 2013