The document discusses customer retention strategies through digital media, emphasizing that retaining current customers is significantly cheaper than acquiring new ones. It outlines marketing processes like communication, lifecycle marketing, and measurement metrics to enhance customer engagement and satisfaction. Additionally, it highlights the importance of email marketing techniques, testing procedures, and mobile basics for effective outreach.

1. Customer Retention Through Digital Media Chris Sietsema Teach to Fish Digital

3. The Marketing Process Attraction Conversion Retention

4. The Marketing Process

7. Ongoing Conversation Here’s More Info Come Back Welcome Purchase You Might Also Like

8. Acquiring new customers can cost five times more than satisfying and retaining current customers. 5

9. A 2% increase in customer retention has the same effect on profits as cutting costs by 10% 1/50

10. The average company loses 10% of its customers each year 10%

11. The customer profitability rate tends to increase over the life of a retained customer $ $ $ $

14. Pushing & Pulling PUSH “ Need?” Promotion Advertising Sales Active Engagement PULL Demand Search Word of Mouth Public Relations High Visibility

15. Store & Organize Records

16. Tools & Processes Simple Lists & Fish Bowls Contact Management Customer Relationship Management (CRM) Sales Force Automation (SFA) Place Customer Records Here

18. Anatomy of an Email From Name Subject Line Pre-Header Body Link Tracking Unsubscribe Physical Address Header

19. Using a Template

20. Using a Template

21. Using a Template

22. Using a Template

23. Deliverability CAN SPAM Clearly Defined Physical Address Unsubscribe Option No Deception Your From Name No Funny Subject Lines

24. SPAM Filters FREE! Eliminate Debt Satisfaction Guaranteed Cash Bonus Information You Requested Meet Singles Join Millions While Supplies Last

25. For Every Client, A Filter Top Email Clients in 2009

26. Reasons People Opt Out No Relevance Too Much from You Too Much from Everybody Source: Marketing Sherpa Survey

27. Email Malpractice Image-Based Email Messages

28. Email Malpractice Image-Based Email Messages

29. Email Malpractice Dead Images

30. If you cannot measure it, you cannot improve it. - Lord Kelvin

31. Testing Procedures Split Your List A B

33. Testing Procedures From Name Subject Line Content Headlines Copy Graphics Promotion Layout

34. Multivariate Testing Testing Procedures Subject Line From Line Promotion

35. Testing Procedures Promotion 1 From Line 1 Subject Line 1 Promotion 2 From Line 2 Subject Line 1 Promotion 2 From Line 1 Subject Line 2 Promotion 1 From Line 2 Subject Line 2

36. Lifecycle Marketing

37. Lifecycle Marketing Short Series of Messages Example: Thanks & Welcome Features, Benefits, Case Studies, News Strong Call to Action, Promotion Works Well for: Big Ticket Items Motor Vehicles, Real Estate, $ervices

38. Lifecycle Marketing If This , Then That Example: If Trial , Then Purchase If Purchase , Then You Might Also Like If Visit , Then Come Back If Expire, Then Renew Works Well for: Ecommerce, Brick & Mortar, Subscriptions

39. Lifecycle Marketing Ongoing Provision of Value Example: Here’s What Is New Attend Our Event Specials, Coupons, Promotions Works Well for: All Who Can Consistently Provide Value, Relevance

40. Measurement Delivery Rate How Many Made It? Open Rate How Many Were Opened? Click Rate How Many Clicked In Total? As a % of Opens? Unsubscribe Rate How Many Opted Out Click Revenue

41. Measurement Industry Averages Delivery Rate – 94% Open Rate – 22% 24% for Consumer Products Click Rate – 6% 7.5% for Consumer Products Unsubscribe Rate – 27% Source: Epsilon.com

43. Mobile Basics Keywords & Shortcodes TEXT “WINNER” to 454545

44. Campaign Types

45. Norm the Gnome Text NORM to 411247

46. Some Ground Rules Incorporate Into Customer Experience Integrate with Other Programs/Systems Provide Value Always Give a Sense of Exclusivity Respect Privacy Measure Overall & Current Subscribers Coupon Redemption Peaks & Valleys

48. Social Media Objectives

49. List = Fan Base

50. Invitations

51. Eliciting Feedback

52. Shopping & Coupons

53. Listening

55. Viral Viral is a thing that happens, not a thing that is.

56. List Segmentation Behavior, Personas, Interests Never Purchased Single Purchase Repeat Purchase Raving Fans

57. List Segmentation

58. Integration

59. Chris Sietsema [email_address] 480.389.5435 Twitter: @sietsema LinkedIn: http://linkedin.com/in/sietsema Questions?

60. Slide-ography “ Come Back Soon” from Omar Omar on Flickr Creative Commons Stats on Slides 8-11 from Leading on the Edge of Chaos , by Emmett C. Murphy and Mark A. Murphy “ Cheers Boston 2005” from MECU on Flickr Creative Commons “ File Cabinets” from redjar on Flickr Creative Commons “ Yield Sign” from Eddie~S on Flickr Creative Commons Top Email Clients Chart from Campaign Monitor “ Tyrrhenian Sea and Solstice Sky ” from Danilo Pivato, NASA Astronomy Image of the Day “ Measuring Tape Sphere” from Nick Sayers on Flickr Creative Commons “ Smoke on the Water” from Marcin Chylinski on Flickr Creative Commons