Bring Your CustomersBack From the Dead…Unless they are actually dead.
Darren BaldwinE-Commerce Manager, Dungarees.netEmail: darren@dungarees.netTwitter: ECommDarren
Dungarees.netWe sell more than pants.Retailer of work apparel & footwear2000 – Opened two retail locations(Columbia & St. ...
What you should take away§ How long you should wait before you Re-Engagea customer§ Optimizing for Opens, Clicks or Conv...
Bring Your Customers BackAnd Keep them Back
What is Email Re-Engagement?Bringing back subscribers that are no longer active on your siteor on your email list.§ Some ...
Why Do Customers Become Disengaged?§ Emailing too often§ Not emailing enough§ Not emailing them with relevant or person...
Why You Should Clean Your List§ Lower your cost of Email MarketingIf You’re Paying… 1 Send Per Week 2 Sends Per Week$2 Pe...
How Often Should You Clean Your List?§ What type of products do you sell?§ What is your email frequency?§ There are cus...
Why Should You Try Re-Engaging?§ You’ve made improvements that you feel can turnthe inactive subscriber into an engaged c...
Re-Engagement Strategies1. Optimizing for OpensGoal:§ Focus on getting the customer to open the email§ Best to use if yo...
Re-Engagement Strategies1. Optimizing for Opens2. Optimizing for ClicksGoal:§ Focus on getting the customer to your site§...
Re-Engagement Strategies1. Optimizing for Opens2. Optimizing for Clicks3. Optimizing for ConversionsGoal:§ Focus on getti...
Pitfalls to Avoid§ Cleaning your list prematurely§ Sending to customers that convert but don’t open§ Not offering enoug...
Dungarees’Re-Engagement Strategy
Why We Wanted to Re-Engage?§ We felt there were revenue opportunities on the inactive listGoals:§ To get the subscriber ...
Our Re-Engagement Strategy3-Part Series§ 25 Percent Off§ Free Gift§ “Dungarees is Awesome”§ Also, we will send one mor...
Data & Results
Our Re-Engagement List§ Orders per subscriber…1 Year 2 Years 3+ Years Never32% 26% 30% 12%§ We have cleaned our list 3 t...
25 Percent Off Series§ Wanted to get thebest offer possiblethat we felt wecould give.§ Break-evenscenario on initialorders
25 Percent Off Series§ “Save 25% On Your Next Carhartt Order”§ “Best Carhartt Discount We’ve Ever Given”§ “Save 25% On ...
25 Percent Off Series§ “Save 25% On Your Next Carhartt Order” – 4.25%§ “Best Carhartt Discount We’ve Ever Given” – 5.68%...
Gift With Purchase Series§ For customers thatmight be moreenticed with agiveaway.§ Not quite as goodof a deal as the %Off
Gift With Purchase Series§ “We’ve Missed You, Come Get Your Free Gift”§ “Come Back and Get Your Free Gift”§ “Haven’t Se...
Gift With Purchase Series§ “We’ve Missed You, Come Get Your Free Gift” – 5.21%§ “Come Back and Get Your Free Gift” – 4.7...
“Dungarees is Awesome” Series§ Show thesubscriber all thebenefits of being aDungarees customer§ No immediate offerthat i...
“Dungarees is Awesome” Series§ “We’ve Missed You” – No OfferDelivery Rate Open Rate Click Rate Conv. RateOrders PerThousa...
ComparisonTypical Marketing 99% 21% 26% 5% 2.7SeriesDeliveryRateOpenRateClickRateConv.RateOrders PerThousandPercent Off 94...
Breakdown§ Sample from a recent marketing email1 Year 2 Years 3+ Years NeverSent 32% 26% 30% 12%Conv. 46% 26% 27% 0%§ Ha...
Breakdown§ Orders per subscriber…1 2 - 5 6 - 10 10+ NoneSent 68% 19% <1% <1% 12%Conv. 47% 52% <1% <1% 0%§ Sample from a ...
Conclusion§ Make sure the subscriber is truly inactive§ Decide your strategy§ Give the best deal you can, even if you b...
Bring Back the Dead: Real World Testing Results from the Re-engagement Crypt
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Bring Back the Dead: Real World Testing Results from the Re-engagement Crypt

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When e-mail list subscribers lose interest and open rates begin to dip, it’s time to consider a re-engagement e-mail campaign. Discover the steps taken by Dungarees.net to run a re-engagement series targeted to their inactive subscribers and the data that was gathered in the process. Learn the techniques proven to successfully bring your customers back to life, including how to properly clean your list, create engaging content, and optimize for opens, clicks and conversions, while also gaining insight into the common pitfalls to avoid. Several techniques will be discussed that can be used to analyze the collected data and determine the success of your campaign.

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Bring Back the Dead: Real World Testing Results from the Re-engagement Crypt

  1. 1. Bring Your CustomersBack From the Dead…Unless they are actually dead.
  2. 2. Darren BaldwinE-Commerce Manager, Dungarees.netEmail: darren@dungarees.netTwitter: ECommDarren
  3. 3. Dungarees.netWe sell more than pants.Retailer of work apparel & footwear2000 – Opened two retail locations(Columbia & St. Louis, Missouri)2004 – Launched Dungarees.netDouble digit growth every year since going onlineInternet Top 500 Company
  4. 4. What you should take away§ How long you should wait before you Re-Engagea customer§ Optimizing for Opens, Clicks or Conversions &what’s the difference§ How to analyze the data to determine the trueRe-Engagement ROI§ Common Pitfalls to avoid§ When you should not try to Re-Engage
  5. 5. Bring Your Customers BackAnd Keep them Back
  6. 6. What is Email Re-Engagement?Bringing back subscribers that are no longer active on your siteor on your email list.§ Some of thesecontacts may haveNEVER even been toyour site or purchased.§ Generally involvesbetter incentives thanyou would offer activesubscribers
  7. 7. Why Do Customers Become Disengaged?§ Emailing too often§ Not emailing enough§ Not emailing them with relevant or personalizedmessages§ Not offering them a good incentive to make apurchase§ Going to their SPAM folder§ They only subscribed to get initial offer§ They truly are dead!
  8. 8. Why You Should Clean Your List§ Lower your cost of Email MarketingIf You’re Paying… 1 Send Per Week 2 Sends Per Week$2 Per Thousand Sends $5,200 $10,400$3 Per Thousand Sends $7,800 $15,600$4 Per Thousand Sends $10,400 $20,800§ Increase Sender RatingFor a list with 50K unengaged email addressesCalculation: ( (unengaged) * (sends per week) * (cost per thousand) * 52 ) / 1,000
  9. 9. How Often Should You Clean Your List?§ What type of products do you sell?§ What is your email frequency?§ There are customers that do continue to purchasebut do not open emails
  10. 10. Why Should You Try Re-Engaging?§ You’ve made improvements that you feel can turnthe inactive subscriber into an engaged customer.§ You have something else to offer them that youcouldn’t when they became inactive
  11. 11. Re-Engagement Strategies1. Optimizing for OpensGoal:§ Focus on getting the customer to open the email§ Best to use if you are planning on moving any opens back toyour email list§ Clever, attention-grabbing subject line§ Offer in subject line
  12. 12. Re-Engagement Strategies1. Optimizing for Opens2. Optimizing for ClicksGoal:§ Focus on getting the customer to your site§ Best to use if you are planning on moving clicks back to youractive list§ Engaging content. Test both putting the offer on the email ortrying a “Click here to receive offer” in your email content
  13. 13. Re-Engagement Strategies1. Optimizing for Opens2. Optimizing for Clicks3. Optimizing for ConversionsGoal:§ Focus on getting the customer to convert§ Good if only moving conversion back to active list§ Make as good of an incentive that you feel you can afford§ Put incentive directly on the email
  14. 14. Pitfalls to Avoid§ Cleaning your list prematurely§ Sending to customers that convert but don’t open§ Not offering enough incentive§ Allowing too long of an expiration on the code andnot making immediate call to action
  15. 15. Dungarees’Re-Engagement Strategy
  16. 16. Why We Wanted to Re-Engage?§ We felt there were revenue opportunities on the inactive listGoals:§ To get the subscriber to Convert§ Test variations so we had good data on future re-engagementcampaigns§ Won’t know full ROI until we analyze in a few months
  17. 17. Our Re-Engagement Strategy3-Part Series§ 25 Percent Off§ Free Gift§ “Dungarees is Awesome”§ Also, we will send one more email during our peak time andthen a final, you will be removed from our list email.
  18. 18. Data & Results
  19. 19. Our Re-Engagement List§ Orders per subscriber…1 Year 2 Years 3+ Years Never32% 26% 30% 12%§ We have cleaned our list 3 times§  January 2010, March 2012, November 2012§ Each time removing by “Hasn’t opened last 50 emails”§ Hadn’t converted in…1 2 - 5 6 - 10 10+ None68% 19% <1% <1% 12%
  20. 20. 25 Percent Off Series§ Wanted to get thebest offer possiblethat we felt wecould give.§ Break-evenscenario on initialorders
  21. 21. 25 Percent Off Series§ “Save 25% On Your Next Carhartt Order”§ “Best Carhartt Discount We’ve Ever Given”§ “Save 25% On Your Next Carhartt Order – NoMinimum”
  22. 22. 25 Percent Off Series§ “Save 25% On Your Next Carhartt Order” – 4.25%§ “Best Carhartt Discount We’ve Ever Given” – 5.68%§ “Save 25% On Your Next Carhartt Order – NoMinimum” – 3.66%Delivery Rate Open Rate Click Rate Conv. RateOrders PerThousand94% 6% 34% 14% 2.7§ 25% Off $100 or 15% Off Any PurchaseDelivery Rate Open Rate Click Rate Conv. RateOrders PerThousand94% 6% 28% 8% 1.5
  23. 23. Gift With Purchase Series§ For customers thatmight be moreenticed with agiveaway.§ Not quite as goodof a deal as the %Off
  24. 24. Gift With Purchase Series§ “We’ve Missed You, Come Get Your Free Gift”§ “Come Back and Get Your Free Gift”§ “Haven’t Seen You Around For a While, Come Get YourFree Gift”
  25. 25. Gift With Purchase Series§ “We’ve Missed You, Come Get Your Free Gift” – 5.21%§ “Come Back and Get Your Free Gift” – 4.75%§ “Haven’t Seen You Around For a While, Come Get YourFree Gift” – 3.75%Delivery Rate Open Rate Click Rate Conv. RateOrders PerThousand99% 6% 18% 9% 0.7
  26. 26. “Dungarees is Awesome” Series§ Show thesubscriber all thebenefits of being aDungarees customer§ No immediate offerthat is exclusive tothe email
  27. 27. “Dungarees is Awesome” Series§ “We’ve Missed You” – No OfferDelivery Rate Open Rate Click Rate Conv. RateOrders PerThousand99% 5% 15% 13% 1.0§ “Free Shipping On Any Purchase”Delivery Rate Open Rate Click Rate Conv. RateOrders PerThousand99% 4% 14% 7% 0.4§ “We’ve Missed You” – Free ShippingDelivery Rate Open Rate Click Rate Conv. RateOrders PerThousand99% 7% 17% 5% 0.6
  28. 28. ComparisonTypical Marketing 99% 21% 26% 5% 2.7SeriesDeliveryRateOpenRateClickRateConv.RateOrders PerThousandPercent Off 94% 6% 32% 12% 2.4Gift w/ Purchase 99% 6% 18% 9% 0.7Dungarees isAwesome99% 5% 16% 10% 0.8
  29. 29. Breakdown§ Sample from a recent marketing email1 Year 2 Years 3+ Years NeverSent 32% 26% 30% 12%Conv. 46% 26% 27% 0%§ Hadn’t converted in…0-6mo 7-12mo 1 Year 2 Years 3+ Years NoneSent 42% 14% 21% 9% 5% 9%Conv. 58% 15% 12% 3% 2% 10%
  30. 30. Breakdown§ Orders per subscriber…1 2 - 5 6 - 10 10+ NoneSent 68% 19% <1% <1% 12%Conv. 47% 52% <1% <1% 0%§ Sample from a recent marketing email1 2 - 5 6 - 10 10+ NoneSent 59% 31% 3% 1% 7%Conv. 40% 45% 9% 3% 3%
  31. 31. Conclusion§ Make sure the subscriber is truly inactive§ Decide your strategy§ Give the best deal you can, even if you break even§ Consider different incentives for different customers§ Keep your campaigns controlled with short time frames§ Focus on the Lifetime Value of the customer

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