email customer lifecycle 2011 - win back: protecting and reviving customer engagement

Customer Win-back

Jill Brittlebank, Director of Strategic Services

Protecting and Reviving Customer Engagement

© e-Dialog Inc. All Rights Reserved.

Agenda

Context

Defining inactives

Prioritising activity

Keeping what you have

Managing inactivity in a multi-channel world

2 © e-Dialog Inc. All Rights Reserved.


The state of the channel


Source: DMA

Open rates Click rates

Unsubscribe rates


Mobile email marketing


Connecting with consumers 18-24 are the heaviest users of

mobile email

Special offers are

the preferred type of

mobile email


It’s not just calls & texts

Mobile phone activitiesChecking personal email is predominant activity

Common behaviour among Social and Mobile users

Base: Respondents with an Internet-enabled mobile phone


And consumers are engaging through other channels

Meteoric rise of social mediaSocial 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



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?



Ranking of channels for ROI Proportion of companies ranking as ‘excellent’ or ‘good’

Email consistently top/second top channel for ROI since 2008

12/04/2023

8


SEO 73%

Email marketing 72%

PPC 56%

Social media 43%

Mobile marketing 34%

Affiliate marketing 47%

Offline direct marketing 32%

Online display advertising 24%


Average split of online marketing budgets


Website 23%

Email marketing 18%

PPC 15%

SEO 10%

Display advertising 8%

Affiliate marketing 6%

Social media 6%

Mobile 2%

Other 12%


Role of email with social web

Email is the glue between social and commercial web assets

© 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


How to define an inactive customer in a multi-channel world?


The Customer Journey covers multiple active and passive advertising interactions across paid, earned, and owned

media


Day 1

Day 8

CloserInfluencersIntroducer

Natural Search

Display Campaig

n Email Marketin

g

AffiliateBranded 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


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…


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%

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6-9 mth 9-12 mth 1-2 yrs 2+ yrs

% e

mai

ls o

pene

d

Tenure and Recency

% e-mails opened in FY10 Q4


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


Winback Scenarios – how to nurtureFour 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


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.


Prevention is better than Cure

Irrelevance is one of the top two reasons people opt-outof e-mail.


Relevance Drives Retention


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.”


Subscribers want relevance


Prevention is better than Cure

Relevance has specific meaning in digital marketingThe first is engaging customers across their lifecycle


Relevance Drives Retention


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



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


Integrated Dynamic Messaging Remarketing

Remarketing/Retargeting drives engagement

10 x Return on

your advertisin

g investmen

t


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


Is It An Email, or a Mobile Message?


Designing for mobile


Clear messaging

Adjust design for 320px wide (desktop emails are 600px wide)

Easy to use with a touch interface


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.”



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



Questions

Jill Brittlebank, Director of Strategic Services31

email customer lifecycle 2011 - win back: protecting and reviving customer engagement

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