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Dormant Customers and How to Engage With Them

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Here you will find out how to best connect with your dormant customers and some of the best practices to revive engagement with them.

Here you will find out how to best connect with your dormant customers and some of the best practices to revive engagement with them.

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  • 1. Connect with Dormant Customers &Maximise Engagement Welcome! Facebook (Octanein) Twitter (@octanein) LinkedIn (Octanein) YouTube (Octanein) SlideShare (Octane Marketing) Ahmer Hasan Octane Marketing#octanein @ahmerhasan
  • 2. Engaging Dormant Customers1. Webinar Series – A 30 minute webinar/month Next one is on 21st May 20132. Octane Newsletter– www.octane.in#octanein
  • 3. Engaging Dormant CustomersUsing the control panel:- Raise Hand- Submit Question#octanein
  • 4. About Prateek BaliPrateek has been working in the email marketing domain for thelast two and a half years and his interests include strategic sales &marketing planning, new business development and search enginemarketing. He looks after enterprise associations and partnershipsand deals with consulting to executing marketing strategiesprimarily around emails.#octanein
  • 5. Connect with Dormant Customers & Maximise Engagement #octanein Prateek Bali Octane Marketing @prateekb11
  • 6. Did you know?• 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/April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 6
  • 7. 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. 7
  • 8. Why does a customer become dormant?• Subscriber completes the goal! • Needs get fulfilled *Reference Return Path Email Intelligence Report Q3 2012April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 8
  • 9. Why does a customer become dormant?• Irrelevant Messages • Job Role Changes • People get married • Change CitiesApril 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 9
  • 10. Effects of Dormant Subscribers• Diminishes ROI• Reputation at RISK• Affects over all inbox deliveryApril 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 10
  • 11. 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 campaignApril 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 11
  • 12. Re-engaging with dormant subscribers• 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 channelsApril 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 12
  • 13. 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 ©2013 Octane Marketing Pvt. Ltd. 13
  • 14. Q&AApril 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 14
  • 15. Start Engaging @octane.in • 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*April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. *Tech Circle’s Annual
  • 16. April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 16
  • 17. ©2013 Octane Marketing IndiaApril 16, 2013 17 www.octane.in
  • 18. April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 18
  • 19. Thank YOUSee you nextWebinar: 21 May stTwitter: @OctaneinWeb: octane.inYouTube: Octane MailmanApril 16, 2013 ©2013 Octane Marketing India www.octane.in

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