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Inactive Email Subscriber Reactivation Silverpop UK

Inactive Email Subscriber Reactivation Silverpop UK



UK case studies on using automation to reduce inactive subscribers and

UK case studies on using automation to reduce inactive subscribers and



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  • CTR doubled. 3.5% to 7%Imagery shows what Mint is5 easy-to-read bullets reinforcing value propHeader – reinforcing securityFooter – mobile and social
  • Address platform benefits Drive users to web for additional features Increase revenue
  • Silverpop brings the expertise and experience to support your marketing needs. We are the only digital marketing technology provider that brings together email marketing, marketing automation and social sharing, including location-based marketing.Silverpop serves over 1,400 clients across a variety of industries, geographies and business sizes. We have been in marketing technology for over 12 years, this brings you a partner with the financial and operational stability to support your business, it brings you a partner with a depth of experience and with a highly scalable infrastructure. Silverpop is a global company, we have over 400 employees worldwide. Our US headquarters is in Atlanta. We also have offices in London and Frankfurt and do business in Asia Pacific through a reseller.
  • Also available at silverpop.com/marketing-resources is more information about future webinars, recordings from previous webinars, You can also access slides from Silverpop presentations on social media and countless other topics at slideshare.net/silverpop. You can also find us on Twitter and Facebook.

Inactive Email Subscriber Reactivation Silverpop UK Inactive Email Subscriber Reactivation Silverpop UK Presentation Transcript

  • Addressing Inactive Email Subscribers – Reactivation Approaches UK Client Conference
  • 2. Do you know what percentage of your audience is inactive?
  • 3.
  • Goal for this Session:Get you to think about, or a little differently, about inactives…
  • Agenda
  • Why ShouldYou Care About Inactives?
  • Typical Actives vs. Inactives Ratio
  • Impact of Inactives
  • Sample Retailer Inactives Challenge
  • Hypothetical Revenue Loss
  • Root Causes: Subscriber
  • Root Causes: Your Emails
  • So what can you do about your inactives?
  • Freemans Grattan Holdings Phil Jones
  • Bio• –••
  • Freemans Grattan Holdings
  • FGH Email Program• ~7.6m emails sent per month• Generates 11.6% of online marketing channel revenue• Managed and Self Serve across the business units• Growing mix of automation and functional emails• Email team’s comprise of: » Email Campaign Manager » Email Designer » Central Support
  • FGH Email Program
  • FGH’s Email Program Framework Email Channel Promotions Functional Automated Despatch Newsletters Welcome Confirmation On Hold Offers Birthdays Confirmation Held Updates Abandoned Cart Post Purchase Order Cancellations Review Returns CreditedToday, ~112 functionalemails per day, and 10+ Delivery Completedpromotional emails per week Statement Available Payment Confirmation 22
  • FGH History
  • Understanding the File
  • Understanding the File Last open date 6-9 9-12 12-18 18+ File type Total months months months monthsProspects 36,330 84,946 64,316 241,798 496,598 Over 50% have never become customers
  • 3 Strikes and you are out 12 Months 6 Months 9 Months Non OpenerNon Opener Non Opener Includes call Includes call to to action action
  • Two Fold Results Recovery % of Inactives Since Aug-11 Stage 1 Stage 2 Stage 3 - 1 Stage 3 - 2 Stage 3 -3 Re-actived the sleepersF&G 8.24% 6.81% 7.54% 3.77% 3.90% Promotional email benefits • Deliverability improved • Average Open Rate increased by 4.6pp • Average DPE risen from 0.11p to 0.12p
  • Automate to reap the benefits
  • Promotional emails then follow
  • Lessons Learned / What’s Next
  • Some Lessons Learned
  • What’s Next
  • What’s Next
  • Birmingham Airport Rosi Petrova Senior Product Advisor
  • The ChallengeFirst sign of spam trap deliverability issues 11 months after coming onboard withSilverpop
  • What is a Spam Trap?
  • Why is re engagement important?
  • Re Engagement StrategyWhy are people not engaged? Define the inactive segment Purchase cycle; mailing frequency; opt-in date? What to do with the inactive segment?
  • The SolutionData cleansing by implementing a Re Engagement Program targeting all contactswho have had no mailing activity for 9 months and have not opted in within thelast 3 months
  • Re Engagement Program
  • Re Engagement Email 1
  • 3 weeks later…Re Engagement Email 2
  • 2 more weeks later…Final Email
  • Data Cleansing
  • Campaign End GoalThe Re Engagement program would remove all spam trap email addresses within5 weeks of activationAs the program runs on a continuous basis it would prevent spam traps fromoccurring
  • And the Results… Half of the database consisted of inactive non profitable contacts who were removed as a result of the re engagement campaign The sender’s deliverability has been massively improved with spam traps been cleared out and SNDS going from red to green zone. Current deliverability of 99%
  • Action Plan - Minimise
  • The Typical Re-engagement Series …
  • …Typical Re-engagement Series ResultsMinimal Engagement– 5.8% Open rate– 1.8% click-through rate– 1-2 orders per fiscal quarter
  • 10 Tactics to Help Minimise Inactives
  • 1. Understand Subscriber Motivations
  • 2. Set Expectations
  • 3. Get Subscriber Preferences – Then Use the Data
  • 4. Move From Welcome to Onboarding Process
  • Mint Activation 1
  • Mint Activation 2
  • Mint Mobile WelcomeNew Mint users from mobile channel
  • 5. Wake Subscribers Up With Crazy ContentSee Our Models NearlyNaked in Our New X-Ray Catalog
  • 6. Incorporate Voice of Customers/Employees
  • 7. Personalise – Use Behavior & Dynamic Content
  • 8. Send Follow-Ups Based on Behavior
  • 9. Create Emails They Can’t Live Without
  • Your dates trigger an email… 21 days before occasion Personalised with name Occasion w/ date Coupon code 10% Off 31% CTRHighest revenuegenerating email
  • 10. Make it Easy to Update Preferences Include links to all 3 main options: - Update preferences - Change email address - Unsubscribe
  • Opt-down alternative to opt out
  • Options to “Snooze”
  • Key Takeaways
  • Interested In Learning More?silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop