This document discusses strategies for re-engaging customers through email marketing. It emphasizes that retaining existing customers is much less expensive than acquiring new ones. The document recommends segmenting customers based on their engagement level and targeting them accordingly. For dis-engaged customers, the document suggests considering incentives, list cleaning, and cross-channel engagement through social media and SMS. The goal is to prevent further dis-engagement and reward loyalty.

2. • Why re-engage?
• Re-engagement and content
• Re-engagement and data
• The multi-channel approach
• Different types of loyalty
What’s on the Agenda?

4. • Lifetime of product
• Your customer lifecycle
• Your brand
• How were you found?
Understand Engagement

5. The Cost of an Email Address
“… It is 6-7 times more expensive to gain a new
customer than retain an existing customer. …”
Harvard Business Review

6. • Big ISPs monitor engagement in order to assign a
reputation to all senders
• Positive actions vs. Negative actions
• Don’t become ‘graymail’
• Don’t let the negative responses stop engaged recipients
receiving your emails
• Maintain your list – know who needs to go…
Deliverability

7. 2012 has proven that email is very much still king; achieving the
highest ROI compared to any other channel, as well as the
following impressive stats from DC Financial Insights, 2012.
Increased ROI…!
“77% of customers prefer to receive
permission-based promotions via email”
“Only 6% of customers preferring these
messages via social media”
“ROI of 3000% achieved through email in
2012”

9. Segment & Target Accordingly Based on Rapport
• High image coverage
• More frequent
• Focus on the click/conversion
• Unique content
• Louder subject lines
• Aim for the open
• Consider plain text or similar

10. • Know your content
• Incentivise recipients with a special offer – perhaps*
• Subject lines and serialisation
• Ask them what they want!
Re-engagement and content

11. “We have a Katie shaped hole in our lives”

12. “Win two First Class train tickets for just staying in touch!”

13. “Do you still want to hear from us?”

14. Incentive Campaign
• Open Rate 5.1%
Incentive Campaign
• Click Rate 2.2%
Incentive vs. Non-Incentive Re-Engagement Campaigns
Non-Incentive Campaign
• Open Rate 6.5%
Non-Incentive Campaign
• Click Rate 1.6%
No recipients clicked the unsubscribe option!

15. Consider Cleaning Your List
Think About…
• Matching against purchase
history & your sub-conscious
messaging!
• The value of an email and your
customer lifecycle
• The number and age of the dis-
engaged

17. For Engaged Subscribers

18. • Keep it simple
• Invite the opt-out (and opt-in)
• Preferences /opt-down – make sure they are honoured!
• Learn from behaviours and patterns
• Invite feedback & listen
For Dis-engaged Subscribers

20. Consider Social Media

21. SMS

23. “An ounce of prevention is worth a pound of cure”
Benjamin Franklin

24. Start Strong & Serialise

25. Everyone Loves Feeling Special

26. “Kayleigh, thanks for your visit, we’d like to treat you to a bottle of wine”

27. Key Take-Aways
• Consider the opportunity or risk that dis-engagement poses to you
• Think about sending differently
• Subject line is key!
• Analyse and evaluate your customer’s journey
• Target based on behaviour
• Think cross-channel for other engagement
• Reward loyalty and prevent dis-engagement!

28. Come and see us!
Stand 470