DMA Win-back Keynote

Customer Win-back Protecting and Reviving Customer EngagementJill Brittlebank, Director of Strategic Services

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

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 Rights Reserved.

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.

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%

Average split of online marketing budgets Website 23% Affiliate marketing 6% Email marketing 18% Social media 6% PPC 15% Mobile 2% SEO 10% Display advertising 8% Other 12%9 © e-Dialog Inc. All Rights Reserved.

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.

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 Rights Reserved.

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

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 % 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%

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

Winback Scenarios – how to nurture Four main types of Winback Scenarios1) Reactivating inactive subscribers (those who’ve chosen to stop engaging)2) Reactivating lapsed purchasers (those who’ve stopped buying)3) Dealing with unsubscribes4) 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

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

Prevention is better than Cure Relevance Drives Retention Irrelevance is one of the top two reasons people opt-out of e-mail. Reasons For Opt Out Sending too many emails 45% Not relevant to me 44% Didnt see value of their email 33% Dont remember opting in 10% Concerns about privacy 3% Other 14% Cant remember 9% 0% 20% 40% 60% 80% 100%18 © e-Dialog Inc. All Rights Reserved.

What do subscribers want?Behind discounts and sales,task e-mails like personal alerts,reminders, and customerexperience follow ups rankhighest with what consumerswould like to see via e-mail(upwards of 40%).Forrester Wave Q4/2009 states“to increase both campaigneffectiveness and efficiency,marketers need the ability toeasily automate programs byusing triggers.”

Subscribers want relevance

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 Rights Reserved.

Six Factors of Relevance Contact Management22

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.

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.

Remarketing/Retargeting drivesengagement Integrated Dynamic Messaging Remarketing 10 x Return on your advertising investment

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

Is It An Email, or a Mobile Message?

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.

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.

Questions Jill Brittlebank, Director of Strategic Services31

DMA Win-back Keynote

by e-Dialog on Dec 15, 2011

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DMA Win-back Keynote — Presentation Transcript

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