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Email Customer Lifecycle 2011 - Win Back: Campaign Examples
This document provides examples of win-back campaigns from various companies to reactivate inactive subscribers. It discusses targeting lapsed purchasers and undeliverable opt-ins. The examples encourage subscribers to reengage through incentives, emphasizing benefits, and setting deadlines. Alternative communication channels like direct mail, SMS, and on-site banners are also suggested to reach undeliverable subscribers. The document stresses understanding the target audience and desired response, as well as learning more about inactives through surveys to improve win-back programs.
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Email Customer Lifecycle 2011 - Win Back: Campaign Examples
- 1. Win-back Campaign Examples JamesBeauchamp – Strategy & Analytics Lead e-Dialog International Tuesday 22nd November 2011 © e-Dialog Inc. All Rights Reserved.
- 2. Agenda Reactivating In-active Subscribers Have not engaged with email, website or other platform in X days Have never engaged Reactivating Lapsed/In-active Purchasers Haven’t purchased online or in- store from you in X days. Never purchased Reactivating Undeliverable Opt-ins Have asked to receive email but for some reason it cannot be delivered
- 3. Win-back Examples TJ MAXX Take Away Last chance! Reactivating in-active subscribers Reiterate the benefits of subscription WIIFM? Deadline to add some urgency “TODAY” is perhaps a little harsh Requires Positive action from subscriber What happens after last chance? Stop mailing altogether? Increased results, save costs on CPM >opportunity costs? Mail less? Still not good enough? Alternative channels?
- 4. Win-back Examples Bed Bath & Beyond Take Away Two-touch sequence Incentive, then last-chance Reactivating in-active subscribers Inclusion of deadline again, more explicit Good call out to benefits of subscription Could be leveraged: • Improvements to online store • In-store savings
- 5. Win-back Examples Confused.com Take Away Targets people that have not interacted with the website. Cherry pick your win-back target: Based on policy renewal date Cash Incentive Call out to benefits of using Confused.com Excellent accessibility/best practice
- 6. Win-back Examples British Airways Take Away Encouraging non engaged, non- purchasing subscribers to buy Less overt messaging Cash and % off incentive Inclusion of deadline “Final Call for passenger Beauchamp”
- 7. Win-back Examples Dell Take Away Why have you stopped opening our emails? What do people want to receive? How often would you like to hear from us? Why aren’t they engaging? What content/products would you like to see featured? Ask them! “Win a laptop – open for your chance!” Hosted web-based survey Give them ownership & involvement in the programme Be prepared to change
- 8. Win-back Examples Reaching Undeliverable Opt-ins What does “Undeliverable Opt-ins” mean? Subscribers on your base that are opted-in but are marked as undeliverable due to either a Hard or Soft Bounce. Many of these undeliverable addresses could be active, engaged customers who would love to hear from you! Getting Back in Touch In order to re-engage with customers we must look to alternative channels of communication. Direct Mail SMS Targeted post-log in banners In-app messaging
- 9. Win-back Examples Direct Mail Use Dynamic Print to reach previously un- contactable fans and encourage them to update their profile information through a personalised URL Dynamic print brings together the best of both print and online worlds; an eye catching tangible marketing piece and a precise data capture tool. Include QR code to help simplify the journey between postcard and website.
- 10. Win-back Examples Howcan we fix the problem? SMS Where appropriate permission has been obtained, use SMS to encourage subscribers to update their details More cost effective than Direct Mail May offer a simpler user journey than Direct Mail. Can still include a personalised URL within SMS to pre-populate subscription centre/update web form and facilitate tracking. 10
- 11. Win-back Examples NFL Take Away – 88k in-actives sent personalised postcard – Fans were encouraged to visit NFL.com to update their email address. • The URL directed fans to a simple custom web form to allow them to submit updated details. Welcome back email deployed immediately On-boarding programme begins
- 12. Summary How canwe fix the problem? • Who are our target audience? • What is the desired response? • What do we know about our in-actives? • What else can we learn? • What’s in it for our subscribers? • What happens after Win-back? 12
- 13. Thank you! Any questions? ©e-Dialog Inc. All Rights Reserved.
Editor's Notes
- #2 The default intro slide has a simple grey background. If however you want to include an image behind the page turn device you can change the background by editing the slide master.1. Go into SLIDE MASTER mode and RIGHT CLICK on the very bottom slide (this is the cover slide).2. Choose the FORMAT BACKGROUND option from the dialog box.3. Upload a file from your computer.4. DONE you will now se part of the image being revealed by the page peal device.When choosing imagery please select an image that is textural and relevant to the client/subject being presented.
- #14 Alternate version with image behind the page turn device. If you want to include an image behind the page turn device you can change the background by editing the slide master.1. Go into SLIDE MASTER mode and RIGHT CLICK on the very bottom slide (this is the cover slide).2. Choose the FORMAT BACKGROUND option from the dialog box.3. Upload a file from your computer.4. DONE you will now se part of the image being revealed by the page peal device.When choosing imagery please select an image that is textural and relevant to the client/subject being presented.