Email Expert Panel: The Re-Permission Campaign Debate

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As Internet Service Providers (ISPs) put greater emphasis on email subscriber engagement, it’s important to build a strategy around handling the addresses in your list that don’t appear to be responding to your campaigns. Is a re-permission campaign the right answer? Email marketing, deliverability, and email address experts weigh in on both sides of this debate, as they discuss the definition of an inactive subscriber, the pros and cons of customer re-engagement campaigns, and ways to improve your sending reputation and your bottom line with a cleaner, more active list.  

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Email Expert Panel: The Re-Permission Campaign Debate

  1. 1. Email Expert Panel: The Re-Permission Campaign Debate<br />Moderator: Chris Frasier, BlueHornet Networks, Inc.<br />Panelists: <br /><ul><li> Pilar Bower, Optimization and Email Strategist, Red Door Interactive
  2. 2. Scott Geiser, Senior Digital Analyst, Yum! Brands, Inc.
  3. 3. Suzanne Shaughnessy, Senior Account Executive, FreshAddress</li></li></ul><li>Key Session Takeaways<br />Know when & why you need to conduct a re-engagement campaign<br />Identify strategic and tactical approaches to re-engaging subscribers<br />Learn what to expect from your re-engagement efforts<br />
  4. 4. Re-Engagement and Re-Activation<br />
  5. 5. Re-Engagement campaign: Strategy<br />Identify segment that need “re-engaging”<br />Conduct a group split on that list (break into smaller segments)<br />Create a split test program on creative and incentives<br />Run a deliverability test on each segment to identify potential issues in real time<br />Identify and resolve issues before sending to the next segment<br />Filter out bounces and don’t resend to them<br />***Click through tracking must be enabled to identify each subscriber who clicks. With a two-button system, a small % of subscribers may click on both. Don’t opt-out all subscribers who click on the ‘NO’ link; instead send them to the standard opt-out page so a second step is required in order to opt-out. <br />
  6. 6. The Re-Engagement Challenge:What to do when email addresses are dormant or bouncing<br />50 million people change their email addresses each year.<br /><ul><li>Consequently, organizations experience 2-3% attrition/month
  7. 7. ~ 30% email list attrition per year.</li></li></ul><li>Make it easy for customers to update their email addresses<br /><ul><li> Clarify what email address you have for them and provide an easy, user-friendly way for them to update it
  8. 8. Respond in a timely manner to requests from your customers regarding updates
  9. 9. Ask for a back-up email address during registration</li></li></ul><li>Email Change of Address (ECOA)<br />How it works…<br />b) Remaining file matched against ECOA database<br />a) Audit processes scrub and update where possible.<br />Send in your bouncing or inactive email list for processing.<br />All data is 100% opted-in with time, date, and source info.<br />Suppressions are run, then a Permission Message is sent to ensure deliverability and permission.<br />After a final data scrub, vendor returns updated file to you. All results are 100% guaranteed deliverable.<br />
  10. 10. Identifying Segments For Re-Engagement<br />Engaged<br />Attrited<br />45 to 180 Days<br />Attrited180+ Days<br />
  11. 11. Dell<br />Subject line: Was it something we said?<br />
  12. 12.
  13. 13. Message:<br /><ul><li> Recipient should know and recognize the relationship he/she has with your brand
  14. 14. Explains the process
  15. 15. Respectfully sets expectations
  16. 16. Offers an update link
  17. 17. Opt-out message is CAN-SPAM compliant</li></li></ul><li>Cricket Communications, Inc.Subject line: We miss you! Last opportunity for great deals from MyCricket.com <br />
  18. 18. ChipotleSubject line: Should You Stay or Should You Go?<br />
  19. 19. La Quinta Inns & SuitesSubject line: Urgent: Confirm Now To Keep Receiving Special Savings <br />
  20. 20. … and they lived happily ever after!<br /><ul><li>Honor your recipient’s wishes
  21. 21. Be creative, enticing and respectful
  22. 22. Make keeping in touch easy
  23. 23. If possible, segment newly updated emails and give them special “Welcome Back” treatment
  24. 24. It’s always nice to include a little lagniappe</li>

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