Macon is preparing an exit email strategy as she transitions to a new career. She wants to use the exit email to maintain relationships and engage her contact base. The strategy will focus on "weak ties" rather than just brand evangelists. It will invite her contacts to continue the conversation and provide potential opportunities for ongoing engagement. The goal is to generate interest in Macon's brand and foster meaningful connections rather than just disseminating information. The strategy will be tested using metrics like social media follows and messages to gauge intrigue and offline plans or referrals to measure meaningful connections formed.

1. Exit Email Strategy
Macon leaves the ‘tas
02.17.2015

2. Executive Summary
As Macon prepares for a major shift in corporate strategy, it will
be imperative to brand success to maintain and nurture
meaningful relationships with her base.
Exit emails are often treated as a formality – yet it stands to
reason that, done right, they could function as a trigger to drive
brand affinity & engagement for Weak Ties. Macon hopes to
capitalize on this often missed opportunity by extending an
invitation to her base to continue the conversation –
meaningfully.
By inviting her base to stay engaged throughout the corporate
transition, Macon stands a chance at not completely face
planting as she embarks on her new career as a life coach.

3. Audience Segmentation Strategy
Who will be most impacted by Exit Email
strategy?
3

4. Focus on Brand Evangelists Misses Opportunity to Engage
Lion’s Share of Base
4
Brand Affinity
Volume
EMAIL RECIPIENTS
Brand
Evangelists
Weak Ties
¯_(ツ)_/¯
Haters
ROOM TO
GROW
NOT SO MUCH

5. SOLUTION: Multiple-touch exit campaign
5
Brand Evangelists
Deprioritize in Exit Email; Leverage existing
communication channels (e.g. gchat, SMS)
Weak Ties
Use Exit Email to foster engagement in new
channels (e.g. gmail, Facebook, SMS)

6. Content Strategy
How can we empower Weak Ties to engage
in a meaningful way?
6

7. The Current Socially Accepted Exit Email Makes
Meaningful Communication Challenging at Best
Traditional CTAs include
departing party’s contact
information, yet fail to provide
a meaningful trigger to
engage
7
Crickets…
I’m
leaving.
I’ll miss
you.
Here’s
my #
…cool.

8. What if We Could Change the Conversation?
8
FROM TO
Focus on Brand Evangelists Focus on Weak Ties
Disseminating meaningless
information
Deliberate communication hinting at
open-ended opportunities
Feeling like you’re missing out if you
don’t keep in touch
¯_(ツ)_/¯

9. SOLUTION: Shift the Focus.
Here is my information. LOL inside jokes.
Here is my information. Here are my plans.
What do you think I should do?
9
Self-centered Flat Potentially alienating
Builds intrigue
Opens door, invites
connection
Symbiotic; potential for
brand to re-engage
meaningfully with base

10. Measurement Plan
How will we know if Exit Email campaign
was a success?
10

11. Measurement Will Focus on Two Key Objectives
1. INTRIGUE: Is the campaign promoting brand
interest?
2. CONNECTION: Does the campaign empower
Weak Ties to forge meaningful relations?

12. KPIs Must be Segmented and Weighted According to
Impact
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INTRIGUE
Primarily online
CONNECTION
Primarily offline
Safe Social Action
• Facebook friend request
• LinkedIn adds
Measurable Stalking
• Site traffic
• Instagram follows
• LinkedIn views
Acknowledgement
• Ad Recall
• Brand Mentions
• General Well Wishes
Brave Digital Wins
• LinkedIn Recommendation
• Gmail
Brave Offline Wins
• Refers or becomes client
• Makes offline plans

13. KPI Weight Determined Largely by Degree of Boldness
Required on Behalf of Weak Tie
WEIGHT SUCCESS METRICS
0.5 Lift in Site Traffic
0.5 LinkedIn Views
0.5 Ad Recall, Brand Mentions
0.75 General Well Wishes
1 LinkedIn Connection Request
1.5 Facebook Friend Request
2 Instagram Follow
5 Gmail (answers question)
7 Offline Plans
20 LinkedIn Recommendation
20 Becomes or Refers Client*
= (weight) x (volume) MEANINGFUL CONNECTION
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*See SMS as means to express ad recall, send well wishes, or coordinate offline plans
*Litmus test: If base would feel comfortable texting Macon on a Saturday night, too close to coach
*Success metrics will be attributed to campaign until 3/3 (14 days post-launch)
New behavior
(campaign focus)
Stretch behavior
(!!!!!!)
Existing behavior
(expected)

14. Thank you.
To be surprised and delighted by a post-
campaign performance report, opt-in here.
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15. Thank You.
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