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Acquisition enews registration process

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Acquisition enews registration process

Acquisition enews registration process

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  • Transcript

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

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