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Email Customer Lifecycle 2011 - Win Back: Case Study - Screwfix
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Email Customer Lifecycle 2011 - Win Back: Case Study - Screwfix

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  • 1. Case Studies Re-lighting the flame, tested email strategies to win-back Susan Young, Digital Retention and Communications Manager, Screwfix
  • 2. Email Customer Lifecycle Series: Win-back The Simple Bare Necessities
  • 3. DEFINITION – TIMESCALE - RELEVANCY - MESSAGINGWhat defines a non-active customer/ recipient?  No purchase for (x) time?  No visits for (x) time? Define who  No clicks on email for the last (x) emails? your  No email opens for the last (x) emails? inactives  Multiples of the above? are
  • 4. DEFINITION– TIMESCALE - RELEVANCY - MESSAGINGWhen is the right time to speak to your inactives?  9 Months?  6 Months? Define  3 Months?  3 Weeks? timescales
  • 5. DEFINITION – TIMESCALE – RELEVANCY - MESSAGINGHow will you be relevant to all your inactives?  Incentive? Know what  Personalisation?  Purchased / browsed products? content is  New services? relevant to  The list is endless your recipients
  • 6. DEFINITION – TIMESCALE – RELEVANCY - MESSAGING SCREWFIX EXAMPLE Relevancy – new service available to you (This email was sent to lapsed customers within a certain drive-time of any of these branches)
  • 7. DEFINITION – TIMESCALE – RELEVANCY - MESSAGING SCREWFIX EXAMPLEWe recognise that you’vealready bought this product(notice that this is not theprimary message)…and what benefit thisprovides in saving youmoney
  • 8. DEFINITION – TIMESCALE – RELEVANCY - MESSAGINGWhat messaging will you use?  We’re sorry… Know what  What did we do to upset you?  We’ve changed…. messaging will  Did you know …we provide everything you need? work for your  Hello, I’m oblivious to the fact that you’ve gone…. recipients
  • 9. REMEMBER THIS?The main message is about how youcan save moneyWe recognise that you’ve alreadybought this product (notice – this isnot the primary message)…and what benefit this provides insaving you moneyWe’ve highlighted the savings you canmakeCan we interest you in more products….….after all, we know you like the brand
  • 10. NOW THAT YOU KNOW THE FUTURE OF YOUR WIN-BACK PROGRAMME….Let’s start with the basics  Segment your database into active & inactive  Test timescales  Test relevancy/ incentives  Test messaging  Don’t forget to test subject lines…
  • 11. NOW THAT YOU KNOW THE FUTURE OF YOUR WIN-BACK PROGRAMME….3 case studies from Screwfix
  • 12. BASIC WIN-BACK EMAIL – case study 1Messaging –slightlyapologetic IncentiveFriendly…we’vemissed you …with limited timescaleMore reasons tocome back Join us, we can be where you are…Call to action We’re big, others like us…
  • 13. BASIC WIN-BACK EMAIL – case study 1  73% higher open rate than blast email  85% higher conversion rate than blast email  Sales increase per send by 33% (compared to blast email)
  • 14. BASIC WIN-BACK EMAIL – case study 2 64% higher open rate than blast email 72% higher conversion rate than blast email Sales increase per send by 31%
  • 15. BASIC WIN-BACK EMAIL – case study 3 This incentive reminder sat at the top of the blast email  38% higher open rate than blast email (subject line: Reminder – Only 3 days left to get £20 off)  61% higher conversion rate than blast email  51% Sales increase (versus same email without voucher)NOTE: Recipients who have redeemed must be removed from this email send
  • 16. Begin with the bare necessities…and see just how may customers you win back Thank you for listening – Any questions?