DMA Win-back Examples

AgendaReactivating In-active Subscribers Have not engaged with email, website or other platform in X days Have never engagedReactivating Lapsed/In-activePurchasers Haven’t purchased online or in- store from you in X days. Never purchasedReactivating Undeliverable Opt-ins Have asked to receive email but for some reason it cannot be delivered

Win-back Examples TJ MAXX Take Away Last chance! Reactivating in-active subscribers Reiterate the benefits of subscription WIIFM? Deadline to add some urgency “TODAY” is perhaps a little harsh Requires Positive action from subscriber What happens after last chance? Stop mailing altogether? Increased results, save costs on CPM >opportunity costs? Mail less? Still not good enough? Alternative channels?

Win-back Examples Bed Bath & Beyond Take Away Two-touch sequence Incentive, then last-chance Reactivating in-active subscribers Inclusion of deadline again, more explicitGood call out to benefits of subscription Could be leveraged: • Improvements to online store • In-store savings

Win-back Examples Confused.com Take Away Targets people that have not interacted with the website. Cherry pick your win-back target: Based on policy renewal date Cash Incentive Call out to benefits of using Confused.comExcellent accessibility/best practice

Win-back Examples British Airways Take Away Encouraging non engaged, non- purchasing subscribers to buy Less overt messaging Cash and % off incentive Inclusion of deadline“Final Call for passenger Beauchamp”

Win-back Examples Dell Take Away Why have you stopped opening our emails? What do people want to receive? How often would you like to hear from us? Why aren’t they engaging?What content/products would you like to see featured? Ask them! “Win a laptop – open for your chance!” Hosted web-based survey Give them ownership & involvement in the programme Be prepared to change

Win-back Examples Reaching Undeliverable Opt-insWhat does “Undeliverable Opt-ins” mean? Subscribers on your base that are opted-in but are marked as undeliverable due to either a Hard or Soft Bounce. Many of these undeliverable addresses could be active, engaged customers who would love to hear from you!Getting Back in Touch In order to re-engage with customers we must look to alternative channels of communication. Direct Mail SMS Targeted post-log in banners In-app messaging

Win-back Examples Direct MailUse Dynamic Print to reach previously un-contactable fans and encourage them toupdate their profile information through apersonalised URLDynamic print brings together the best of bothprint and online worlds; an eye catchingtangible marketing piece and a precise datacapture tool.Include QR code to help simplify the journeybetween postcard and website.

Win-back Examples How can we fix the problem? SMS Where appropriate permission has been obtained, use SMS to encourage subscribers to update their details More cost effective than Direct Mail May offer a simpler user journey than Direct Mail. Can still include a personalised URL within SMS to pre-populate subscription centre/update web form and facilitate tracking.10

Win-back Examples NFL Take Away– 88k in-actives sent personalised postcard – Fans were encouraged to visit NFL.com to update their email address. • The URL directed fans to a simple custom web form to allow them to submit updated details. Welcome back email deployed immediately On-boarding programme begins

Summary How can we fix the problem? • Who are our target audience? • What is the desired response? • What do we know about our in-actives? • What else can we learn? • What’s in it for our subscribers? • What happens after Win-back?12

DMA Win-back Examples

by e-Dialog on Dec 15, 2011

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DMA Win-back Examples — Presentation Transcript

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