3. Traditional growth strategies
Surveys Competitions Co-Registration
Online surveys provide a Competitions have been CoRegistration provides
great way to gather perceived to be a great company’s with the ability
customer data, product way of capturing data as to provide offers on a
requirements, channel most people love to get variety of high quality,
input, and more. “something for nothing” transparent Co-
Registration networks.
Surveys engage Be careful, as it has been
consumers with your recognised that there is These offers can be used
brand and provide the churn once a competition to entice “prospects” to
opportunity to contribute is finished, as such it is provide an email address
thoughts and opinions, important to ensure you (opt-in) in exchange for
whilst allowing the ability provide interesting and special offers, product
to capture quality data relevant content on a news, privileges after
which can be used to regular basis to keep their “initial registration”.
create portraits on your your new customer
customer base. engaged.
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 3
4. Today’s execution options
1. Website Opt-in Forms: Attract unknown web 9. Forward to a Friend (FTF): Continue to share
site visitors to opt-in for your company’s email invitation to opt-in with all eligible contacts
promotions (especially since most won’t within your company’s master database.
convert or return online). 10. Co-Registration: Continue to offer
2. eStore Checkout: Add a simple “yes” or “no” appropriate third-party site visitors an option to
radio button option to request permission (opt- join your email lists.
in) where an email address is required during 11. List Rental: Test third-party email lists with
checkout process on website (if you have promos to gain email opt-ins that result in
purchasing capabilities). conversions.
3. Downloads: Add opt-in option to gain 12. Social Media: Target social media sites where
permission from MediaMall downloads (songs, your target market may be reached to gain opt-
images, videos). ins.
4. Subscription Layer: Provide unique website 13. Partnerships: Select partners to chaperon
visitor exit-triggered pop-up invitations for your opt-in email invites to their respective
email opt-in. email contacts.
5. Transactional Emails: Use sidebar in 14. My Online Account: Enable your end users
transactional emails to confirm opt-ins from an opportunity to opt-in simply via their account
legacy email contacts. online.
6. Competitions: Include opportunities to 15. Referral Program (R4R): Request or reward
secure permission to email from compeition prospect or customer referrals leading to new
entries. email opt-ins.
7. Call Center: Train and motivate call center 16. Email Preference Application: Enable
representatives to request or validate email prospects and customers to access an email
opt-ins. preferences application to opt-in to emails
8. Live Chat: Formalise requests for permission available through your website.
to send automated emails with personalised 17. Customer Reviews: Apply opt-in best
chat transcripts. practices when emails are captured via
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
customer review submissions. 4
5. EMAIL GROWTH PLAN
Execution overview: Impact Vs Complexity
1. Website (Opt-in Form) Priority
2. eStore (Checkout) 1 Programs
0
3. Downloads
1 1 9
4. Subscription Layer High
5. Transactional Emails 1
6. Competitions 3
7. Call Center
8. Live Chat
9. Forward to a Friend 7 1 4 2 6 8
(FTF) 7
10. Co-Registration 1 5 1
11. List Rental Medium 4 3
12. Social Media 1 1
13. Partnerships 6 5
14. My Online Account 1
15. Referral Program (R4R) 2
16. Email Preference
Application
17. Customer Reviews
Low
IMPACT
Higher Difficulty Average Difficulty Lower Difficulty
EASE OF IMPLEMENTATION
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 5
6. NASCAR Fan of the Week microsite
Promoted Sprint’s sponsoring
of the NASCAR Nextel Cup
Series
Created a microsite where
fans could interact, share
stories and maybe get on TV
as “NASCAR Fan of the Week”
18,025 passionate, creative
submissions. Huge repeat
traffic. Cost per lead less than
1/10 other programs
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
6
7. Live chat integration
• Convert “live chat” to promotional
email (Connect talk to action)
• Send relevant promotions:
• Product discussed in chat
• Companion product
• Buy Now
• Collect opt-in email address
• Automated, high payback application
• The “highest performing email
application at Sprint”
VODAFONE PORTUGAL EMAIL MARKETING RFI 2010 7
9. The standard list rental process
Your
Comp Database
s
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Name, email address Opt-in
Partn
er
Purchase the new opt-in record, with more attributes. Learn more about our customer
2
Buy
Use the additional attributes to provide more
relevant and personalised content Your
Name, email address, DOB,
Database
physical address, postcode,
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 9
10. “List size is not just about growth, it’s about engagement”
(Quote: Email Experience Council)
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 10
11. Delivering the right message
!
Your
Comp Database
s
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Name, email address Opt-in
Partn
er
Purchase the new opt-in record, with more attributes. Learn more about our customer
2
Buy
Use the additional attributes to provide more
relevant and personalised content Your
Name, email address, DOB,
Database
physical address, postcode,
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 11
12. Content that works
Increased performance of
monthly email standalone
campaigns
Redesigned template, look
and feel to be easier to read
(and click); strengthened
online brand presence by
focusing on must-have
innovations - not just price
11% revenue increase in
first quarter following launch;
creative for “Better Together”
email yielded approx $300k in Acxiom
revenue, client's single most Version
successful online campaign
Before
ever
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 12
9
13. Enhancing our database
Your
Comp
s
! Database
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Name, email address Opt-in
Partn
er
Purchase the new opt-in record, with more attributes. Learn more about our customer
2
Buy
Use the additional attributes to provide more
relevant and personalised content Your
Name, email address, DOB,
Database
physical address, postcode,
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 13
14. Understanding customer preferences
Gathered profile information
for HP business customers to
deliver customised newsletter
content
Created interactive profile
piece to visually generate a
preview of the newsletter as
preferences are submitted
60% completion rate and
dramatic increase in
subsequent engagement
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 14
15. Making communication relevant
Your
Comp Database
s
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Name, email address Opt-in
Partn
er
Purchase the new opt-in record, with more attributes. Learn more about our customer
! 2
Buy
Use the additional attributes to provide more
relevant and personalised content Your
Name, email address, DOB,
Database
physical address, postcode,
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 15
16. Personalising offers
Increased responses and
bookings while developing new
sources of revenue for
Wyndham's loyalty program
Redesigned and re-thought
existing newsletters and
standalone campaigns to
increase usability, branding &
ease of scanning
CTO Rate increased 7.3% since
newsletter redeployment; YOY
CTO increased 29% on
reactivation messages
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
16
17. Close the purchase
Your
Comp Database
s
The Email List
Surve
y 1
...
3rd Party …
Co- Vendor …
Reg Database
(Acxiom)
Name, email address Opt-in
Partn
er
Purchase the new opt-in record, with more attributes. Learn more about our customer
!
2
Buy
Use the additional attributes to provide more
relevant and personalised content Your
Name, email address, DOB,
Database
physical address, postcode,
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 17
18. Continue the dialogue
Branded HTML Email
Standard Plain Text Receipt
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 18
19. Customer Relationship Management to
From
Customer Managed Relationships:
• From Eye balls to Engagement
• From Shouting Louder to Listening Harder
• From Control to Empowerment
• From One Way Dialogues to Interactive Value Exchange
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010 19
20. Making your leads count!
• Recognise customers, wherever, whenever they interact with us
• Personalise our offering & learn how best to communicate
• Ensure all communications add value engaging the customer with
the brand
Customer
DMA | EMAIL CUSTOMER LIFECYCLE – MANCHESTER | 26TH MAY 2010
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