Reap the benefits of re-engagement
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Presented by Katie Blackburn, Account Director at Pure360 at our customer event, 25th June 2015.
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Reap the benefits of re-engagement
- 1. www.pure360.com @Pure360 Reap the benefits of re-engagement Katie Blackburn Account Director
- 2. www.pure360.com @Pure360 The challenge of re- engagement “My current marketing efforts aren’t working for all of my recipients, how do I grab their attention and win them back?”
- 3. www.pure360.com @Pure360 Summary • Why re-engage? • Evaluating your customer journey • Creating engaging campaigns • What if they don’t want your emails? • What next? • Key take aways
- 5. www.pure360.com @Pure360 Deliverability • Big ISPs monitor engagement to assign a reputation to all senders • Don’t become ‘graymail’ • Don’t let the negative responses stop your engaged recipients receiving your emails
- 6. www.pure360.com @Pure360 How do you measure yours? Open Reach
- 7. www.pure360.com @Pure360 How can you see this in Pure?
- 8. www.pure360.com @Pure360 Target based on rapport • More imagery • More frequent • Focus on click/ conversion • Safer content • Louder subject lines • Focus on the open
- 9. www.pure360.com @Pure360 Or use multiple deliveries…
- 11. www.pure360.com @Pure360 Evaluating your Customer Journey
- 12. www.pure360.com @Pure360 How do you treat your recipients?
- 13. www.pure360.com @Pure360 • Average transaction takes 2-3 weeks • 22% of conversions come directly from email • £2.5k average order value
- 16. www.pure360.com @Pure360 Subject line is key! 65% - A special offer 37% - A topic that interests me 32% - A brand that I like is mentioned 8% - Something controversial 8% - A question 6% - Something emotive
- 18. www.pure360.com @Pure360 To incentivise or not to incentivise No Incentive 5.1% open rate 2.2% click rate Incentive 6.5% open rate 1.6% click rate No recipients clicked to opt out!
- 22. www.pure360.com @Pure360 What next? • Matching email data against purchase history • The value of an email and your customer lifecycle • The sub-conscious messaging of being in the inbox • How many of your recipients are disengaged?
- 23. www.pure360.com @Pure360 • Consider the risk dis-engagement poses to you • Consider how you measure engagement • Evaluate the customer journey • Subject line is key • Match messaging to customer behavior • Use filters to monitor engagement levels • Don’t forget your other marketing channels Key takeaways
Editor's Notes
- Why re-engage? Do you know how much it costs you to collect an email? 60p DV - £2.50 BrandAlley Depends on – Traffic source Sales person Etc etc.
- Our recent research shows that 63% of recipients delete most marketing emails without reading them. Positives – Clicking to open the email in the inbox, Senders’ presence in address book, Recipient loading the images, Inbox being set to always load images from particular sender, Replies, Forwarding, Marked as ‘not spam’ Negatives – Marked as read without opening, Deleting without opening, Deleting after opening, Ignoring altogether, Marking as spam, High number of hard bounces, High number of repeat soft bounces, Junked for content 75% of mail reported as spam by Hotmail users is mail that Hotmail defines as legitimate mail. But they understand that it doesn’t matter that this is legitimate, that it’s opt-in, that it’s not spam. It’s still mail their users don’t want. Keep re-engagement strategy separate from your day to day sending – different profile, domain and IP pool.
- A customer engagement metric that measures the proportion of your base who have opened at least one message over a period of time. You can apply reach to all standard metrics, like click or purchase, but here we are focusing on open reach.
- Click behaviour or with an integration you can see purchasing behaviour.
- See how many first time openers
- Aim to move people up the filters
- Evaluating your Customer Journey
- Bulk, transactional, automations, abandon cart etc.
- Watchfinder are a very successful luxury watch retailer and they really do understand their customers this understanding has led them to create an annual turn over in excess of £13 million. Biggest sale to date? A Patek Phillipe at a staggering £350k So what’s important to them? 40% of shoppers research online and purchase offline Location – they know where their customers live and who are most likely to convert – higher propensity to spend in certain areas Identified 4 groups of consumers with a specific journey to conversion – personalise communication accordingly Average conversion worth is £2.5k 22% conversion directly from email - 40% of customers research online and then buy offline. So Watchfinder know that email is a vital element in the customer journey to purchase See how powerful understanding your customer journey can be!
- Law of diminishing returns refers to a point at which the level of profits or benefits gained is less than the amount of money or energy invested See real value with their customers at 3 years RCN Pub - start to make £ in month 8/9 of subscription This should inform actions and determine re-engagement behaviour before recipients start to disengage.
- Creating engaging campaigns
- Testing is so important as it’s not always the obvious choice that wins With the exception of special offers, the subject lines that resonate best with consumers include topics that fit their interests as well as brands they like.
- Relevancy not personalisation - people are happy to use email as a marketplace, as long as they like what’s on offer. Almost two fifths (38%) hate feeling like companies are stalking them via email. Personalisation - only 17% said it would prompt them to return to a brand that they’d previously abandoned. However they prefer no personalisation at all to that based on demographic assumptions, while including people’s names had no discernible impact. Think outside the box 38% tempted 34% intrigued 28% amused 21% informed 17% special 2% shocked
- Research - the emotional impact of successful email campaigns and found people would rather be tempted than amused or informed. This is mirrored by the fact that two thirds of UK consumers are most likely to open email with offers in the subject line. First Great western – Incentive – Win two first class tickets to anywhere Adding in a ‘click no’ option often makes people click ‘yes’ – it’s a psychology thing
- What if they no longer want your emails? Spam is defined as unsolicited bulk email but in the eyes of the recipient spam is just unwanted email…
- Your audience may be more active on social than in their inbox Just because they don’t want your email doesn’t mean they don’t want to stay in touch Having at least one touch point helps maintain brand loyalty Don’t replicate your email experience on social or vice versa – make both channels deliver value to your customers
- Use SMS to make sure that you have the most up to date email address/ information
- If you aren’t able to access the data to make an informed decision regarding when to cut the cord then anyone that hasn’t engaged in a year should be eliminated from your usual sending but consider…. 32% of consumers check their emails over 10 times a day! With 58% checking over 5 times a day and a whopping 90% checking more than twice a day!
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