Ad tech 2013 - re-target, re-engage, and reap the email roi

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Ad tech 2013 - re-target, re-engage, and reap the email roi

  1. 1. • Why re-engage? • Re-engagement and content • Re-engagement and data • The multi-channel approach • Different types of loyalty What’s on the Agenda?
  2. 2. • Lifetime of product • Your customer lifecycle • Your brand • How were you found? Understand Engagement
  3. 3. The Cost of an Email Address “… It is 6-7 times more expensive to gain a new customer than retain an existing customer. …” Harvard Business Review
  4. 4. • Big ISPs monitor engagement in order to assign a reputation to all senders • Positive actions vs. Negative actions • Don’t become ‘graymail’ • Don’t let the negative responses stop engaged recipients receiving your emails • Maintain your list – know who needs to go… Deliverability
  5. 5. 2012 has proven that email is very much still king; achieving the highest ROI compared to any other channel, as well as the following impressive stats from DC Financial Insights, 2012. Increased ROI…! “77% of customers prefer to receive permission-based promotions via email” “Only 6% of customers preferring these messages via social media” “ROI of 3000% achieved through email in 2012”
  6. 6. Segment & Target Accordingly Based on Rapport • High image coverage • More frequent • Focus on the click/conversion • Unique content • Louder subject lines • Aim for the open • Consider plain text or similar
  7. 7. • Know your content • Incentivise recipients with a special offer – perhaps* • Subject lines and serialisation • Ask them what they want! Re-engagement and content
  8. 8. “We have a Katie shaped hole in our lives”
  9. 9. “Win two First Class train tickets for just staying in touch!”
  10. 10. “Do you still want to hear from us?”
  11. 11. Incentive Campaign • Open Rate 5.1% Incentive Campaign • Click Rate 2.2% Incentive vs. Non-Incentive Re-Engagement Campaigns Non-Incentive Campaign • Open Rate 6.5% Non-Incentive Campaign • Click Rate 1.6% No recipients clicked the unsubscribe option!
  12. 12. Consider Cleaning Your List Think About… • Matching against purchase history & your sub-conscious messaging! • The value of an email and your customer lifecycle • The number and age of the dis- engaged
  13. 13. For Engaged Subscribers
  14. 14. • Keep it simple • Invite the opt-out (and opt-in) • Preferences /opt-down – make sure they are honoured! • Learn from behaviours and patterns • Invite feedback & listen For Dis-engaged Subscribers
  15. 15. Consider Social Media
  16. 16. SMS
  17. 17. “An ounce of prevention is worth a pound of cure” Benjamin Franklin
  18. 18. Start Strong & Serialise
  19. 19. Everyone Loves Feeling Special
  20. 20. “Kayleigh, thanks for your visit, we’d like to treat you to a bottle of wine”
  21. 21. Key Take-Aways • Consider the opportunity or risk that dis-engagement poses to you • Think about sending differently • Subject line is key! • Analyse and evaluate your customer’s journey • Target based on behaviour • Think cross-channel for other engagement • Reward loyalty and prevent dis-engagement!
  22. 22. Come and see us! Stand 470

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