Acquisition enews registration process 1. User locates the register area on the website 2. Register for  the enews via a w...
Step 1. First email Step 2.  Registration web form Step 3. Thank you page  with ‘refer a friend’ link
<ul><li>Step 4. ‘Refer a friend’  web form </li></ul>Step 5. Thank you page  Step 6. Friends email
<ul><li>Clearly identify customer expectations and why email? </li></ul><ul><li>Implement a dedicated enews registration p...
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 inve...
Retention Rule 1: EDM Creative Layout <ul><li>Points to consider </li></ul><ul><li>Email notification description  </li></...
Retention Rule 2: Segmentation & Relevance   <ul><li>Example Segmentation </li></ul><ul><li>Investment DEM  </li></ul><ul>...
<ul><li>3. Communications Plan & Sales Buy-in. </li></ul><ul><ul><li>Combination of promotions </li></ul></ul><ul><ul><li>...
Retention Take Home message:  4 Rules of thumb <ul><li>EDM Creative layout (KISS) </li></ul><ul><li>Segmentation  &  Relev...
Case Study -  Growth Send to friend initiatives Dicksmith.com.au
<ul><li>Opt-in form with minimal capture on all pages </li></ul><ul><li>Capture of email with every purchase </li></ul><ul...
Send to friend initiatives <ul><li>Banner Ad </li></ul><ul><li>Landing Page </li></ul><ul><li>Web Confirmation </li></ul><...
<ul><li>Results </li></ul><ul><li>8,502 Entries </li></ul><ul><li>3,708 Send to Friends </li></ul><ul><li>Send to Friend f...
Top 3   Take Home Messages <ul><li>Build loyalty through pushing exclusivity  e.g. Competitions, competitions, competition...
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Acquisition enews registration process

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Acquisition enews registration process

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  • Acquisition enews registration process

    1. 1. 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
    2. 2. Step 1. First email Step 2. Registration web form Step 3. Thank you page with ‘refer a friend’ link
    3. 3. <ul><li>Step 4. ‘Refer a friend’ web form </li></ul>Step 5. Thank you page Step 6. Friends email
    4. 4. <ul><li>Clearly identify customer expectations and why email? </li></ul><ul><li>Implement a dedicated enews registration process </li></ul><ul><li>Audit your existing assets and think laterally about how you can acquire new contacts </li></ul>Acquisition ‘ take home’ summary
    5. 5. Case Study - Retention Keeping your prospects engaged via email 4 Rules of thumb Live. Work. Shop. Invest
    6. 6. 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)
    7. 7. Retention Rule 1: EDM Creative Layout <ul><li>Points to consider </li></ul><ul><li>Email notification description </li></ul><ul><li>Identifiable Sender name </li></ul><ul><li>Personalisation </li></ul><ul><li>Menu </li></ul><ul><li>Emotional connections through images </li></ul><ul><li>KISS </li></ul>
    8. 8. Retention Rule 2: Segmentation & Relevance <ul><li>Example Segmentation </li></ul><ul><li>Investment DEM </li></ul><ul><li><$600k </li></ul><ul><li>$600-750k </li></ul><ul><li>>$750k </li></ul>
    9. 9. <ul><li>3. Communications Plan & Sales Buy-in. </li></ul><ul><ul><li>Combination of promotions </li></ul></ul><ul><ul><li>Newsworthy stories & buy-in </li></ul></ul><ul><li>4. Part of the Promotional Mix </li></ul><ul><ul><li>EDMs don’t work in isolation </li></ul></ul><ul><ul><li>Link with website and other tactics </li></ul></ul>Retention Rules 3 & 4
    10. 10. Retention Take Home message: 4 Rules of thumb <ul><li>EDM Creative layout (KISS) </li></ul><ul><li>Segmentation & Relevance of content </li></ul><ul><li>Communications Plan & Sales Buy-in – combination of promotions & newsworthy stories </li></ul><ul><li>Part of the Promotional Mix </li></ul>Case Study : Apartment purchase with Stockland
    11. 11. Case Study - Growth Send to friend initiatives Dicksmith.com.au
    12. 12. <ul><li>Opt-in form with minimal capture on all pages </li></ul><ul><li>Capture of email with every purchase </li></ul><ul><li>Exclusive offers for email marketing members </li></ul><ul><li>Include a “Send to friend” mechanic for viral spread </li></ul><ul><li>Choose prizes based on consumer buzz e.g. the iPhone </li></ul><ul><li>Competitions, competitions and more competitions </li></ul>How has Dick Smith grown their database?
    13. 13. Send to friend initiatives <ul><li>Banner Ad </li></ul><ul><li>Landing Page </li></ul><ul><li>Web Confirmation </li></ul><ul><li>Send to Friend email </li></ul>
    14. 14. <ul><li>Results </li></ul><ul><li>8,502 Entries </li></ul><ul><li>3,708 Send to Friends </li></ul><ul><li>Send to Friend form </li></ul><ul><li>Web Confirmation </li></ul><ul><li>Send to Friend email </li></ul>
    15. 15. Top 3 Take Home Messages <ul><li>Build loyalty through pushing exclusivity e.g. Competitions, competitions, competitions </li></ul><ul><li>Mine your data </li></ul><ul><ul><li>Who are your VIP’s? </li></ul></ul><ul><ul><li>Which customers are engaged? </li></ul></ul><ul><ul><li>Send relevant targeted emails </li></ul></ul><ul><li>Include a “Send to Friend” mechanic! </li></ul>

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