Email Customer Lifecycle 2011 - Win Back: Protecting and Reviving Customer Engagement
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  • As the places that we use the Internet slowly change and develop, with the increasing penetration of smart-phones and other mobile devices like tablets so too do the types of tasks that we carry out on our work and home PCs and on mobile devices.  This chart shows the breakdown of activities typically undertaken on an Internet-enabled mobile phone; here email rules the roost, (specifically checking personal email) with search, news, maps, and social networking following up the rear. Also interesting to note that Mobile shopping currently has a small sharehold in this chart but it’s an area of incredibly rapid and recent growth with developments in mobile versions of websites, an increase in consumer confidence and the development of more powerful Apps to support transactions. So, there’s tremendous growth here in this space, we’re seeing sales of phones and tablet devices cannibalise PC sales globally, in a world where we all have our one-stop-shop digital companion in our pocket, it’s important to know and note that email is still the number one form of communication and activity.
  • Source: Dell SMB QBRThis shows recency of clicks/opens compared to tenure in the base.Illustrates the fact that there’s a natural attrition affecting winback and that you have more chance with some than others.
  • Confused.com Example – One size fits all  Highly targeted approach, allowing personalised content (sections aimed at lapsed users, amongst others)Confused.com now sends more than 500 different versions of its newsletter, matched to audience profiles based on click activity, browse & purchase dataRelevance is key to engagement – users may have lapsed due to previous one size fits all approach. Comms now more engaging due to relevance, with opportunity to tailor to different segments – e.g. lapsed.
  • More than half of consumers in the U.S. and U.K. stated they have an interest in getting alert messages that are specific to their relationship with the organization. 43% say they would like companies to send them follow-up messages after their customer service experience. Such service-oriented transactional messages offer marketers the opportunity to further embellish the service content with offers or ad inventory.“Marketers and vendors will fail to be best-in-class without e-mail programs that are automated around subscriber behavior and data integration.” The ROI of E-mail Relevance, Forrester Research, September 16, 2009
  • Consumers want messages that arrive when they are thinking about a brand they like or product they want. Marketers must automate messages so that they are sent as a timely response to a customer behavior, action or event, but also controlled based on expressed or inferred preferences for channel delivery, message frequency, and recent experience with the brand.
  • So, here are the six factors all together. They overlap to a degree, and every one of them can be used in a coordinated, integrated way, to leverage the impact of your messaging.
  • Example Image SlideTo add a border to the picture Click on the picture and the select the PICTURE TOOLS FORMAT too from the tool bar at the top of the screenSelect the 1st option of the left (Simple Frame, White)DONE

Email Customer Lifecycle 2011 - Win Back: Protecting and Reviving Customer Engagement Presentation Transcript

  • 1. Customer Win-back Protecting and Reviving Customer EngagementJill Brittlebank, Director of Strategic Services
  • 2. Agenda Context Defining inactives Prioritising activity Keeping what you have Managing inactivity in a multi-channel world2 © e-Dialog Inc. All Rights Reserved.
  • 3. The state of the channel Open rates Click rates Unsubscribe rates Source: DMA3 © e-Dialog Inc. All Rights Reserved.
  • 4. Mobile email marketing Connecting with consumers 18-24 are the heaviest users of mobile email Special offers are the preferred type of mobile email4 © e-Dialog Inc. All Rights Reserved.
  • 5. It‟s not just calls & textsMobile phone activities Checking personal email is predominant activity Common behaviour among Social and Mobile usersBase: Respondents with an Internet-enabled mobile phone© e-Dialog Inc. All Rights Reserved.
  • 6. And consumers are engaging through other channels Meteoric rise of social media Social networks continue to grow Over one-third of consumers interact socially with marketers 42% say that e-mail is a primary driver in social networking One-quarter review and rate purchased products Almost 20% say they forward messages to family and friends What’s deemed “most shareworthy”? New product information, special offers and promotions6 © e-Dialog Inc. All RightsRights Reserved. e-Dialog Inc. All Reserved.
  • 7. Are we really sure they‟re inactive Three quarters of your emails are going unread Communications through multiple channels are increasing Is email really that important?7 © e-Dialog Inc. All Rights Reserved.
  • 8. Ranking of channels for ROI Proportion of companies ranking as „excellent‟ or „good‟ Email consistently top/second top channel for ROI since 2008 SEO Mobile marketing 73% 34% Email marketing Affiliate marketing 72% 47% PPC Offline direct marketing 56% 32% Social media Online display advertising 43% © e-Dialog Inc. All Rights Reserved. 24%© e-Dialog Inc. All Rights Reserved.
  • 9. Average split of online marketing budgets9 ©© e-Dialog Inc. All Rights Reserved. e-Dialog Inc. All Rights Reserved.
  • 10. Role of email with social web Email is the glue between social and commercial web assets Prompts engagement between sales cycles Email communications: Reminds consumers to Social Media activity: Drives reason for re-engage Your brand personality regular contact Drives Drives Builds brand traffic traffic engagement Keeps informed Your website: The commercial shop-front10 © e-Dialog Inc. All Rights Reserved.
  • 11. How to define an inactive customer in a multi-channel world? The Customer Journey covers multiple active and passive advertising interactions across paid, earned, and owned media11 © e-Dialog Inc. All RightsRights Reserved. e-Dialog Inc. All Reserved.
  • 12. Purchase Path Analysis provides full Funnel visibility Here‟s what you missed Here‟s what you see… Affiliate BrandedDay 1 Day 8 Natural Site Display Site Campaig Social Keyword Search Visit n Search Purchase Email Marketin g Introducer Influencers Closer 12 © e-Dialog Inc. All Rights Reserved.
  • 13. Where do you focus resource Once you understand the role of email in the purchase funnel for your different customer segments, then you can improve the content of the emails you send to be more effective But that‟s not the whole story…13 © e-Dialog Inc. All Rights Reserved.
  • 14. 14 % emails opened 0.0% 10.0% 40.0% 20.0% 30.0% 50.0% 60.0% 0-3mth clicked 41.1% 0-3mth opened 33.5% 3-6mth clicked 5.8% 6-9 mth 3-6mth opened 6-9mth opened or clicked 5.1% 3.4% 9mth neither clicked nor opened 2.4% 0-3mth clicked 44.7% 0-3mth opened 35.7% 3-6mth clicked 5.7% 9-12 mth 3-6mth opened 6.8% 6-9mth opened or clicked 2.9% Natural attrition affects winback 9mth neither clicked nor opened 1.7% 0-3mth clicked Engagement Trends 49.2% 0-3mth opened 37.3% Tenure and Recency % e-mails opened in FY10 Q4 3-6mth clicked 5.9% 1-2 yrs 3-6mth opened 6-9mth opened or clicked 5.2% 3.4% 9mth neither clicked nor opened 2.1% 0-3mth clicked 47.2% 0-3mth opened 40.3% 3-6mth clicked 6.1% 2+ yrs 3-6mth opened 6.4% 6-9mth opened or clicked 3.8% 9mth neither clicked nor opened 2.2%
  • 15. Who‟s Who? Someone who is actively opening & clicking, even though not purchasing in the last year, should be seen as an active customer. Active Inactive Lapsed 13-24 0-12 month month 25+ month buyers buyers buyers 13-24 0-12 month 25+ month month prospects prospects prospects 60 Day 61-120 day 120+ day openers & openers & openers & clickers clickers clickers15 © e-Dialog Inc. All Rights Reserved.
  • 16. Winback Scenarios – how to nurture Four main types of Winback Scenarios 1) Reactivating inactive subscribers (those who‟ve chosen to stop engaging) 2) Reactivating lapsed purchasers (those who‟ve stopped buying) 3) Dealing with unsubscribes 4) Dealing with an invalid email (those who we can no longer contact via email) But of course, the best approach is to prevent – or delay – their initial lapse© e-Dialog Inc. All Rights Reserved.
  • 17. Dead or sleeping? Dead or just sleeping? If they‟re dead – get them off your database and stop diluting the reporting of your activities and stop paying for the CPM.If they‟re not – nurture them, they lovedyou once….It was hard enough to capture in the firstplace and it will cost you far more toacquire a new one. Email still deliversthe highest ROI17 © e-Dialog Inc. All Rights Reserved.
  • 18. Prevention is better than Cure Relevance Drives Retention Irrelevance is one of the top two reasons people opt-out of e-mail.18 © e-Dialog Inc. All RightsRights Reserved. e-Dialog Inc. All Reserved.
  • 19. What do subscribers want? Behind discounts and sales, task e-mails like personal alerts, reminders, and customer experience follow ups rank highest with what consumers would like to see via e-mail (upwards of 40%). Forrester Wave Q4/2009 states “to increase both campaign effectiveness and efficiency, marketers need the ability to easily automate programs by using triggers.”© e-Dialog Inc. All Rights Reserved.
  • 20. Subscribers want relevance© e-Dialog Inc. All Rights Reserved.
  • 21. Prevention is better than Cure Relevance Drives Retention Relevance has specific meaning in digital marketing The first is engaging customers across their lifecycle21 © e-Dialog Inc. All RightsRights Reserved. e-Dialog Inc. All Reserved.
  • 22. Six Factors of Relevance Contact Management22 © e-Dialog Inc. All Rights Reserved.
  • 23. Rescuing a Poor Customer Experience Drive a Replacement Purchase A returns trigger may yield up to 75x the return of a standard promotional message Surprise & Delight factor Preserve the brand experience Cross-sell into other products23 © e-Dialog Inc. All Rights Reserved. Reserved. © e-Dialog Inc. All Rights
  • 24. Is email the channel of choice? Don‟t flog a dead horse: send reactivation messages through the most appropriate channel Retargeting banners Mobile messaging Social messaging24 © e-Dialog Inc. All Rights Reserved.
  • 25. Remarketing/Retargeting drivesengagement Integrated Dynamic Messaging Remarketing 10 x Return on your advertising investment
  • 26. Social Media ProgrammesRue La La were looking at different ways to engage with their customersand make use of a growing Facebook presence – Facebook-Exclusiveachieved highest ever click through and revenue and increased fanbase © e-Dialog Inc. All Rights Reserved.
  • 27. Is It An Email, or a Mobile Message? © e-Dialog Inc. All Rights Reserved.
  • 28. Designing for mobile Clear messaging Adjust design for 320px wide (desktop emails are 600px wide) Easy to use with a touch interface28 © e-Dialog Inc. All RightsRights Reserved. e-Dialog Inc. All Reserved.
  • 29. Encouraging cross-channelinteraction ”Our relationship with the e-Dialog team has always allowed us to think strategically and pioneer marketing techniques ahead of industry trends,” says Chris Davies, head of Digital Innovation for British Airways. “Mobile is a key new channel for our marketing mix and e-Dialog proved they understand the challenge and are able to help us create integrated campaigns which address this need.”© e-Dialog Inc. All Rights Reserved. © e-Dialog Inc. All Rights Reserved.
  • 30. Summary Consider the role of email in conversion funnel Understand the drivers of disengagement by customer segments Address the reason for their inactivity Send them compelling re-engagement prompts Communicate through the best channel(s) Remember the ROI …. it may be time for Goodbye30 © e-Dialog Inc. All Rights Reserved.
  • 31. Questions Jill Brittlebank, Director of Strategic Services31 © e-Dialog Inc. All Rights Reserved.