Email Content, Growth & Segmentation Strategies Acquisition, Retention & Growth

Acquisition enews registration process 1. User locates the register area on the website 2. Register for the enews via a web form 3. Thank you for registering page appears 6. User receives their first automated welcome email 5. User hits confirm and are directed to a confirmation page 4. The subscriber receives a confirmation email

Step 1. First email Step 2. Registration web form Step 3. Thank you page with ‘refer a friend’ link

Step 4. ‘Refer a friend’ web form Step 5. Thank you page Step 6. Friends email

Step 4. ‘Refer a friend’ web form

Clearly identify customer expectations and why email? Implement a dedicated enews registration process Audit your existing assets and think laterally about how you can acquire new contacts Acquisition ‘ take home’ summary

Clearly identify customer expectations and why email?

Implement a dedicated enews registration process

Audit your existing assets and think laterally about how you can acquire new contacts

Case Study - Retention Keeping your prospects engaged via email 4 Rules of thumb Live. Work. Shop. Invest

Retention The Purchase Cycle & Electronic Direct Mail (EDM) Online Registration Purchase with Stockland Re-purchase investment property EDMs 1. Database purchase 2. Referral emails EDMs 1. Welcome note 2. Targeted product messaging EDMs 1. Thank you note 2. Post-purchase service + product messaging Case Study : Apartment purchase with Stockland Pre-purchase (3-9 months) Post-purchase (1-10 years)

Retention Rule 1: EDM Creative Layout Points to consider Email notification description Identifiable Sender name Personalisation Menu Emotional connections through images KISS

Points to consider

Email notification description

Identifiable Sender name

Personalisation

Menu

Emotional connections through images

KISS

Retention Rule 2: Segmentation & Relevance Example Segmentation Investment EDM <$600k $600-750k >$750k

Example Segmentation

Investment EDM

<$600k

$600-750k

>$750k

3. Communications Plan & Sales Buy-in. Combination of promotions Newsworthy stories & buy-in 4. Part of the Promotional Mix EDMs don’t work in isolation Link with website and other tactics Retention Rules 3 & 4

3. Communications Plan & Sales Buy-in.

Combination of promotions

Newsworthy stories & buy-in

4. Part of the Promotional Mix

EDMs don’t work in isolation

Link with website and other tactics

Retention Take Home message: 4 Rules of thumb EDM Creative layout (KISS) Segmentation & Relevance of content Communications Plan & Sales Buy-in – combination of promotions & newsworthy stories Part of the Promotional Mix Case Study : Apartment purchase with Stockland

EDM Creative layout (KISS)

Segmentation & Relevance of content

Communications Plan & Sales Buy-in – combination of promotions & newsworthy stories

Part of the Promotional Mix

Case Study - Growth Send to friend initiatives Dicksmith.com.au

Opt-in form with minimal capture on all pages Capture of email with every purchase Exclusive offers for email marketing members Include a “Send to friend” mechanic for viral spread Choose prizes based on consumer buzz e.g. the iPhone Competitions, competitions and more competitions How has Dick Smith grown their database?

Opt-in form with minimal capture on all pages

Capture of email with every purchase

Exclusive offers for email marketing members

Include a “Send to friend” mechanic for viral spread

Choose prizes based on consumer buzz e.g. the iPhone

Competitions, competitions and more competitions

Send to friend initiatives Banner Ad Landing Page Web Confirmation Send to Friend email

Banner Ad

Landing Page

Web Confirmation

Send to Friend email

Results 8,502 Entries 3,708 Send to Friends Send to Friend form Web Confirmation Send to Friend email

Results

8,502 Entries

3,708 Send to Friends

Send to Friend form

Web Confirmation

Send to Friend email

Top 3 Take Home Messages Build loyalty through pushing exclusivity e.g. Competitions, competitions, competitions Mine your data Who are your VIP’s? Which customers are engaged? Send relevant targeted emails Include a “Send to Friend” mechanic!

Build loyalty through pushing exclusivity e.g. Competitions, competitions, competitions

Mine your data

Who are your VIP’s?

Which customers are engaged?

Send relevant targeted emails

Include a “Send to Friend” mechanic!