Email Customer Lifecycle 2011 - Win Back: Case Study - Screwfix

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Email Customer Lifecycle 2011 - Win Back: Case Study - Screwfix

  1. 1. Case Studies Re-lighting the flame, tested email strategies to win-back Susan Young, Digital Retention and Communications Manager, Screwfix
  2. 2. Email Customer Lifecycle Series: Win-back The Simple Bare Necessities
  3. 3. DEFINITION – TIMESCALE - RELEVANCY - MESSAGINGWhat defines a non-active customer/ recipient?  No purchase for (x) time?  No visits for (x) time? Define who  No clicks on email for the last (x) emails? your  No email opens for the last (x) emails? inactives  Multiples of the above? are
  4. 4. DEFINITION– TIMESCALE - RELEVANCY - MESSAGINGWhen is the right time to speak to your inactives?  9 Months?  6 Months? Define  3 Months?  3 Weeks? timescales
  5. 5. DEFINITION – TIMESCALE – RELEVANCY - MESSAGINGHow will you be relevant to all your inactives?  Incentive? Know what  Personalisation?  Purchased / browsed products? content is  New services? relevant to  The list is endless your recipients
  6. 6. DEFINITION – TIMESCALE – RELEVANCY - MESSAGING SCREWFIX EXAMPLE Relevancy – new service available to you (This email was sent to lapsed customers within a certain drive-time of any of these branches)
  7. 7. DEFINITION – TIMESCALE – RELEVANCY - MESSAGING SCREWFIX EXAMPLEWe recognise that you’vealready bought this product(notice that this is not theprimary message)…and what benefit thisprovides in saving youmoney
  8. 8. DEFINITION – TIMESCALE – RELEVANCY - MESSAGINGWhat messaging will you use?  We’re sorry… Know what  What did we do to upset you?  We’ve changed…. messaging will  Did you know …we provide everything you need? work for your  Hello, I’m oblivious to the fact that you’ve gone…. recipients
  9. 9. REMEMBER THIS?The main message is about how youcan save moneyWe recognise that you’ve alreadybought this product (notice – this isnot the primary message)…and what benefit this provides insaving you moneyWe’ve highlighted the savings you canmakeCan we interest you in more products….….after all, we know you like the brand
  10. 10. NOW THAT YOU KNOW THE FUTURE OF YOUR WIN-BACK PROGRAMME….Let’s start with the basics  Segment your database into active & inactive  Test timescales  Test relevancy/ incentives  Test messaging  Don’t forget to test subject lines…
  11. 11. NOW THAT YOU KNOW THE FUTURE OF YOUR WIN-BACK PROGRAMME….3 case studies from Screwfix
  12. 12. BASIC WIN-BACK EMAIL – case study 1Messaging –slightlyapologetic IncentiveFriendly…we’vemissed you …with limited timescaleMore reasons tocome back Join us, we can be where you are…Call to action We’re big, others like us…
  13. 13. BASIC WIN-BACK EMAIL – case study 1  73% higher open rate than blast email  85% higher conversion rate than blast email  Sales increase per send by 33% (compared to blast email)
  14. 14. BASIC WIN-BACK EMAIL – case study 2 64% higher open rate than blast email 72% higher conversion rate than blast email Sales increase per send by 31%
  15. 15. BASIC WIN-BACK EMAIL – case study 3 This incentive reminder sat at the top of the blast email  38% higher open rate than blast email (subject line: Reminder – Only 3 days left to get £20 off)  61% higher conversion rate than blast email  51% Sales increase (versus same email without voucher)NOTE: Recipients who have redeemed must be removed from this email send
  16. 16. Begin with the bare necessities…and see just how may customers you win back Thank you for listening – Any questions?

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