dma win-back keynote
DESCRIPTION
Keynote presentation from Jill Brittlebank at the DMA (London, UK) breakfast seminar held on the 22nd November 2011.TRANSCRIPT
![Page 1: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/1.jpg)
Customer Win-back
Jill Brittlebank, Director of Strategic Services
Protecting and Reviving Customer Engagement
![Page 2: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/2.jpg)
Agenda
Context
Defining inactives
Prioritising activity
Keeping what you have
Managing inactivity in a multi-channel world
15/12/2011
2 © e-Dialog Inc. All Rights Reserved.
![Page 3: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/3.jpg)
The state of the channel
15/12/2011
3 © e-Dialog Inc. All Rights Reserved.
Source: DMA
Open rates Click rates
Unsubscribe rates
![Page 4: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/4.jpg)
Mobile email marketing
15/12/2011
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
![Page 5: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/5.jpg)
It’s not just calls & texts
Mobile phone activities
Checking
personal email
is predominant
activity
Common
behaviour among
Social and Mobile
users
Base: Respondents with an Internet-enabled mobile phone
![Page 6: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/6.jpg)
And consumers are engaging
through other channels Meteoric rise of social media
Social 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
15/12/2011
6 © e-Dialog Inc. All Rights Reserved.
![Page 7: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/7.jpg)
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?
15/12/2011
7 © e-Dialog Inc. All Rights Reserved.
![Page 8: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/8.jpg)
Ranking of channels for ROI Proportion of companies ranking as ‘excellent’ or ‘good’
Email consistently top/second top channel for ROI since 2008
15/12/2011
8
© e-Dialog Inc. All Rights Reserved.
SEO 73%
Email marketing 72%
PPC 56%
Social media 43%
Mobile marketing
34%
Affiliate marketing
47%
Offline direct marketing
32%
Online display advertising
24%
![Page 9: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/9.jpg)
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%
![Page 10: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/10.jpg)
Role of email with social web
Email is the glue between social and commercial web assets
15/12/2011
© 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
![Page 11: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/11.jpg)
How to define an inactive
customer in a multi-channel
world?
15/12/2011
11 © e-Dialog Inc. All Rights Reserved.
The Customer Journey covers multiple active and passive
advertising interactions across paid, earned, and owned media
![Page 12: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/12.jpg)
Da
y 1
Da
y 8
Closer Influencers Introducer
Natural Search
Display Campaig
n Email Marketin
g
Affiliate Branded
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
![Page 13: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/13.jpg)
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…
15/12/2011
13 © e-Dialog Inc. All Rights Reserved.
![Page 14: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/14.jpg)
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%
0-3
mth
clic
ked
0-3
mth
op
en
ed
3-6
mth
clic
ked
3-6
mth
op
en
ed
6-9
mth
op
en
ed
or
clic
ked
9m
th n
eit
he
r cl
icke
d n
or
op
en
ed
0-3
mth
clic
ked
0-3
mth
op
en
ed
3-6
mth
clic
ked
3-6
mth
op
en
ed
6-9
mth
op
en
ed
or
clic
ked
9m
th n
eit
he
r cl
icke
d n
or
op
en
ed
0-3
mth
clic
ked
0-3
mth
op
en
ed
3-6
mth
clic
ked
3-6
mth
op
en
ed
6-9
mth
op
en
ed
or
clic
ked
9m
th n
eit
he
r cl
icke
d n
or
op
en
ed
0-3
mth
clic
ked
0-3
mth
op
en
ed
3-6
mth
clic
ked
3-6
mth
op
en
ed
6-9
mth
op
en
ed
or
clic
ked
9m
th n
eit
he
r cl
icke
d n
or
op
en
ed
6-9 mth 9-12 mth 1-2 yrs 2+ yrs
% e
mai
ls o
pe
ne
d
Tenure and Recency
% e-mails opened in FY10 Q4
![Page 15: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/15.jpg)
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
![Page 16: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/16.jpg)
16
Winback Scenarios – how to nurture Four 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
![Page 17: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/17.jpg)
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.
![Page 18: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/18.jpg)
Prevention is better than Cure
Irrelevance is one of the top two reasons people opt-out
of e-mail.
18 © e-Dialog Inc. All Rights Reserved.
Relevance Drives Retention
9%
14%
3%
10%
33%
44%
45%
0% 20% 40% 60% 80% 100%
Can't remember
Other
Concerns about privacy
Don't remember opting in
Didn't see value of their email
Not relevant to me
Sending too many emails
Reasons For Opt Out
![Page 19: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/19.jpg)
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.”
![Page 20: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/20.jpg)
Subscribers want relevance
![Page 21: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/21.jpg)
Prevention is better than Cure
Relevance has specific meaning in digital marketing
The first is engaging customers across their lifecycle
21 © e-Dialog Inc. All Rights Reserved.
Relevance Drives Retention
![Page 22: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/22.jpg)
22
Six Factors of Relevance
Contact Management
![Page 23: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/23.jpg)
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
15/12/2011
23 © e-Dialog Inc. All Rights Reserved.
![Page 24: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/24.jpg)
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
15/12/2011
24 © e-Dialog Inc. All Rights Reserved.
![Page 25: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/25.jpg)
Integrated Dynamic Messaging Remarketing
Remarketing/Retargeting drives
engagement
10 x Return
on your advertising
investment
![Page 26: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/26.jpg)
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
![Page 27: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/27.jpg)
Is It An Email, or a Mobile Message?
![Page 28: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/28.jpg)
Designing for mobile
15/12/2011
28 © e-Dialog Inc. All Rights Reserved.
Clear messaging
Adjust design for 320px wide (desktop emails are 600px wide)
Easy to use with a touch interface
![Page 29: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/29.jpg)
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.
![Page 30: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/30.jpg)
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
15/12/2011
30 © e-Dialog Inc. All Rights Reserved.
![Page 31: DMA Win-back Keynote](https://reader034.vdocuments.net/reader034/viewer/2022051212/5583ce32d8b42ace2f8b46e3/html5/thumbnails/31.jpg)
Questions
Jill Brittlebank, Director of Strategic Services
31