keeping the flame burningemail strategies to prevent losing acustomergianfranco cuzziolhead of everywhereCRMcuzziol.blogsp...
an apology
introducing everywhereCRM
the world of eCRM is changingLets for the sake of argument call the future everywhereCRMThis presents us with a new commer...
key areas in keeping the flame alivesign up                           un               relevance                          ...
lighting the flamesign up
the confirmation email• A simple thank you                                                                 • Confirming th...
tips for the sign up page                                                                                                 ...
keep it burning  relevance
defining inactiveLies, Damned Lies        and Email Metrics
defining inactive• They never were active• They never got your emails• They never last forever
they never were active
they never got your emails
they never last foreverAcquire   Convert          Grow          Retain    Reactivate            Intensive CareWelcome   Pu...
they never last forever• Timing• Content• Context• Device
timing                       Engage Customers When They’re Most Eager to Hear From You     The communicationsCustomer emot...
content
content
context
device         Home               Travel                           Work                    Travel                  Home   ...
data is your friend
it‟s not rocket science
are they really inactive?
are they really inactive?
Acquire            Convert                      Grow                         Retain                          Reactivate   ...
are they really inactive?   36DMA Email Series - Winback Event November 2011
last chance before it goes out                            Un                         subscribe
why do people unsubscribe?Jupiter Research (now Forrester)
tips for the unsubscribe page1.      Provide a way to unsubscribe directly via the website (rather than only via an email ...
don‟t lose them     Click Here
“ we didn‟t  improve one  thing by one  hundred  percent we  improved one  hundred  things by one  per cent.”
thank you                       gianfranco@cuzziol.com                             07506 699795cuzziol.blogspot.com       ...
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
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Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

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Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer

  1. 1. keeping the flame burningemail strategies to prevent losing acustomergianfranco cuzziolhead of everywhereCRMcuzziol.blogspot.comgianfranco@cuzziol.com@iamgfc
  2. 2. an apology
  3. 3. introducing everywhereCRM
  4. 4. the world of eCRM is changingLets for the sake of argument call the future everywhereCRMThis presents us with a new commercial battleground which has four key attributes that we need to consider:• it‟s here now• it requires a different approach• it‟s real time• it‟s controlled by consumers
  5. 5. key areas in keeping the flame alivesign up un relevance subscribe
  6. 6. lighting the flamesign up
  7. 7. the confirmation email• A simple thank you • Confirming the benefits • This is what it may look like • Immediate Call to Action • Arrived in the Inbox within 1 minute
  8. 8. tips for the sign up page 10 1. Make It Easy to find and do – ideally Above the fold Top Right 2. Provide only one newsletter subscription page that includes information about all available email newsletters 3. Clearly state when users have navigated to the newsletter sign-up process 4. Don‟t pre-select any newsletters for users unless they have clicked on a link that named a specific newsletter 5. In multi-step processes, let users know how many steps remain 6. Explain the „value proposition‟ – what‟s in it for me? 7. Manage expectations – what will I get when and how often? 8. Clear Privacy Policy 9. Use incentives - but be transparent 10. Send a confirmation email, or maybe even the last newsletterDMA Email Series - Winback Event November 2011
  9. 9. keep it burning relevance
  10. 10. defining inactiveLies, Damned Lies and Email Metrics
  11. 11. defining inactive• They never were active• They never got your emails• They never last forever
  12. 12. they never were active
  13. 13. they never got your emails
  14. 14. they never last foreverAcquire Convert Grow Retain Reactivate Intensive CareWelcome Purchase Repurchase Loyalty Reactivate Purchase Special Treatment Stimulation Stimulation Cycle
  15. 15. they never last forever• Timing• Content• Context• Device
  16. 16. timing Engage Customers When They’re Most Eager to Hear From You The communicationsCustomer emotions inownership cycle Key customer ’ moments of truth ‘
  17. 17. content
  18. 18. content
  19. 19. context
  20. 20. device Home Travel Work Travel Home 6am 7am 8am 9am 10am 11am 12am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pmRadioTabletMobilePCTVPaper
  21. 21. data is your friend
  22. 22. it‟s not rocket science
  23. 23. are they really inactive?
  24. 24. are they really inactive?
  25. 25. Acquire Convert Grow Retain Reactivate Intensive Care Re-purchase trigger Lapsed Purchase VIP Programme Monthly Newsletter Weekly BAU Birthday Website Browse Email Trigger Product Lifecycle Survey 1st Shop Product Review Anniversary Abandon Basket Conversion Social Alerts Welcome Nursery ProgrammeWelcome Purchase Repurchase Loyalty Reactivate Special Treatment Stimulation Stimulation Purchase Cycle
  26. 26. are they really inactive? 36DMA Email Series - Winback Event November 2011
  27. 27. last chance before it goes out Un subscribe
  28. 28. why do people unsubscribe?Jupiter Research (now Forrester)
  29. 29. tips for the unsubscribe page1. Provide a way to unsubscribe directly via the website (rather than only via an email message) 402. Clearly identify the sending company on the unsubscribe page. Include the site and newsletter name3. On the unsubscribe page, list the user‟s email address and current newsletters, and a simple way to unsubscribe from any or all newsletters.4. Provide a separate process for unsubscribing. Don‟t have the subscribe process double as the unsubscribe process5. Offer users an option to change the frequency of the newsletter as an alternative to unsubscribing6. Provide a confirmation screen verifying that the user‟s email address has been unsubscribed from the newsletters7. On the confirmation page, list other ways to receive updates such as through social networks or a blog8. If you ask users for feedback about why they are unsubscribing, make the process optional and easy9. Send only one email confirmation to users after they unsubscribe, listing any newsletters users have asked to stop receiving.10. Unsubscribe users immediately. If this isnt possible, tell users how long it may take for your system to register their changes DMA Email Series - Winback Event November 2011
  30. 30. don‟t lose them Click Here
  31. 31. “ we didn‟t improve one thing by one hundred percent we improved one hundred things by one per cent.”
  32. 32. thank you gianfranco@cuzziol.com 07506 699795cuzziol.blogspot.com www.linkedin.com/in/gcuzziol twitter.com/iamgfc

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