SlideShare a Scribd company logo
Email 1 
• Awareness 
Email 2 
• Consideration 
Email 3 
• Decision 
Email 4 
• Appointment 
Quarter 
one 
Quarter 
two 
Quarter 
four 
Quarter 
three 
Email 3 (W-1) 
“Don’t be tied into 
another contract 
without checking 
cheaper 
alternatives” 
Email 2 (W-2) 
“Don’t miss your 
renewal deadline“ 
Quarter 
four 
Email 1 (W-3) 
“Renewal period is 
up - unlock more 
savings” 
Quarter 
one 
Quarter 
two 
Quarter 
three 
Email 3 (W-1) 
“It Was Good 
While It 
Lasted.” 
Email 2 (W-2) 
“We Need to 
Talk. (Action 
Required)” 
Email 1 (W-3) 
“Why the Cold 
Shoulder?” 
• Telemarketing 
• Direct Mail Unsubscribe 
• Pause Acquisition Communications 
• Send e-Newsletters CED captured 
• Telesales 
• Nurturing Lead created 
• Go to Welcome (first) Sign-up 
Stop opening 
Don’t Click 
•Outbound 
•Direct Mail 
•Pause Email 
Removed 
from 
emailing list 
Rollover 
•Pause acquisition 
communications Renew 
•Go to welcome (renew) 
PWP 
Re-engage 
Renew 
before CED 
Lead Nurturing 
ACQUISITION 
Target Audience: Prospects 
Aim: Sign-ups and leads as web actions 
and inbound calls 
Renew 
PAC/e-News 
relevancy/incentives 
EM 
DM 
OBD 
EM 
DM 
OBD 
Invalid email •Telemarketing 
Non openers •Re-email 
Inactive subscribers 
PAC 
Cross-sell 
relevancy/incentives 
NRG < 5 months 
Telco < 60 days 
CPS < 90 days 
Outbound 
Direct 
Mail 
Outbound 
Disqualified Leads No time 
Email 1 
Email 2 
•Telesales 
•Nurturing 
Lead 
recycled 
No Interest 
Not Cheap 
Not Relevant 
Unreachable 
Rejecters or unreachable
on boarding Frequency? 
relevancy/incentives relevancy/incentives 
Quarter 
one 
Quarter 
two 
Quarter 
four 
Quarter 
three 
Invalid email •Telemarketing 
Non openers •Re-email 
Email 1 (W-3) 
Email 2 (W-2) 
Email 3 (W-1) 
• Outbound 
• Direct Mail 
Unsubscribe 
• Pause Cross-sell 
• Send Newsletters 
CED captured 
• Telesales 
• Nurturing 
Lead created 
• Go to Welcome 
Sign-up (Cross-sell) 
•Outbound 
•Direct Mail 
•Pause Email 
Removed 
from 
emailing list 
Welcome 
Re-engage 
Cross-sell 
EM 
DM 
OBD 
Confirm Activate Educate 
Engage Expand Promote 
Incentive Share Exchange 
Upgrade/e-News 
Develop 
Stop opening Re-activate 
Don’t Click 
Inactive subscribers Inactive users 
Develop Update 
Engage Educate 
Share Exchange 
Cross-sell 
Quarter 
one 
Quarter 
two 
Quarter 
four 
Quarter 
three 
EM 
DM 
OBD 
Stop using service 
Underuse service 
•Previous 
customer 
•DNC 
Implicit 
End 
Win-Back Complaining 
Wish to end service 
•Previous 
customer 
•DNC 
Explicit 
End 
churn users 
Customer Development 
RETENTION 
Target Audience: Customers 
Aim: Reduce churn and increase CLV and NPS 
Upgrade/e-News 
First 40 to 90 days 
Email 1 + OBD (W-3) 
Email 2 + DM (W-2) 
Email 3 + OBD (W-1) 
Email 1 + OBD (W-3) 
Email 2 + DM (W-2) 
Email 3 + OBD (W-1) 
DM OBD 
Marketing Product Retention
Prospect Acquisition Campaign 
Cross-sell/Upgrade 
e-Newsletters • Campaign strategy per type of respondents 
– Non clickers: push product interests (after 8 emails?) 
– Clickers: pull further product interests 
• Multi campaigns with subscribers 
– Multi-Touch (e.g. 8 before triggering another action?) 
– Multi-Channel (i.e. email, outbound and DM) 
– Multi-Media (e.g. pictures, text, comparison tables, video, 
testimonials, etc.) 
• Communications frequency 
– Follow a calendar month in cycle year after year updating and 
renewing content 
– Emails sent every week to subscribers until a recurrent 
negative behaviour is identified (stopping to open, not 
clicking) 
– If the recipient opens an initial email they receive one or two 
subsequent emails to bring them from an awareness to 
consideration and a decision stage on a relevant topic 
• Balance relevancy and incentives 
– Education (whitepapers, testimonials, tax deadlines) 
– Infotainment (videos, social media, new year resolutions, etc.) 
– Tariffs, key USPs and new seasonal catalogues 
– Time limited Offers (1 day or 1 week) 
– Draw, quiz or poll competitions to win gifts 
• Segment 
– Key industry verticals vs. others business owners 
– Start-up vs. Established business 
– Micro vs. Small businesses 
– Genders: Female vs. Male 
• Target 
– Segmentation: Low vs high CLV per SIC code 
– Geo-targeting: Low vs high CLV by Postcode 
– Affordability: Low vs high CLV per Turnover 
January 
February 
March 
April 
May 
July June 
August 
October 
September 
November 
December 
EM 
DM 
OBD

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Subscribers nurturing programme

  • 1. Email 1 • Awareness Email 2 • Consideration Email 3 • Decision Email 4 • Appointment Quarter one Quarter two Quarter four Quarter three Email 3 (W-1) “Don’t be tied into another contract without checking cheaper alternatives” Email 2 (W-2) “Don’t miss your renewal deadline“ Quarter four Email 1 (W-3) “Renewal period is up - unlock more savings” Quarter one Quarter two Quarter three Email 3 (W-1) “It Was Good While It Lasted.” Email 2 (W-2) “We Need to Talk. (Action Required)” Email 1 (W-3) “Why the Cold Shoulder?” • Telemarketing • Direct Mail Unsubscribe • Pause Acquisition Communications • Send e-Newsletters CED captured • Telesales • Nurturing Lead created • Go to Welcome (first) Sign-up Stop opening Don’t Click •Outbound •Direct Mail •Pause Email Removed from emailing list Rollover •Pause acquisition communications Renew •Go to welcome (renew) PWP Re-engage Renew before CED Lead Nurturing ACQUISITION Target Audience: Prospects Aim: Sign-ups and leads as web actions and inbound calls Renew PAC/e-News relevancy/incentives EM DM OBD EM DM OBD Invalid email •Telemarketing Non openers •Re-email Inactive subscribers PAC Cross-sell relevancy/incentives NRG < 5 months Telco < 60 days CPS < 90 days Outbound Direct Mail Outbound Disqualified Leads No time Email 1 Email 2 •Telesales •Nurturing Lead recycled No Interest Not Cheap Not Relevant Unreachable Rejecters or unreachable
  • 2. on boarding Frequency? relevancy/incentives relevancy/incentives Quarter one Quarter two Quarter four Quarter three Invalid email •Telemarketing Non openers •Re-email Email 1 (W-3) Email 2 (W-2) Email 3 (W-1) • Outbound • Direct Mail Unsubscribe • Pause Cross-sell • Send Newsletters CED captured • Telesales • Nurturing Lead created • Go to Welcome Sign-up (Cross-sell) •Outbound •Direct Mail •Pause Email Removed from emailing list Welcome Re-engage Cross-sell EM DM OBD Confirm Activate Educate Engage Expand Promote Incentive Share Exchange Upgrade/e-News Develop Stop opening Re-activate Don’t Click Inactive subscribers Inactive users Develop Update Engage Educate Share Exchange Cross-sell Quarter one Quarter two Quarter four Quarter three EM DM OBD Stop using service Underuse service •Previous customer •DNC Implicit End Win-Back Complaining Wish to end service •Previous customer •DNC Explicit End churn users Customer Development RETENTION Target Audience: Customers Aim: Reduce churn and increase CLV and NPS Upgrade/e-News First 40 to 90 days Email 1 + OBD (W-3) Email 2 + DM (W-2) Email 3 + OBD (W-1) Email 1 + OBD (W-3) Email 2 + DM (W-2) Email 3 + OBD (W-1) DM OBD Marketing Product Retention
  • 3. Prospect Acquisition Campaign Cross-sell/Upgrade e-Newsletters • Campaign strategy per type of respondents – Non clickers: push product interests (after 8 emails?) – Clickers: pull further product interests • Multi campaigns with subscribers – Multi-Touch (e.g. 8 before triggering another action?) – Multi-Channel (i.e. email, outbound and DM) – Multi-Media (e.g. pictures, text, comparison tables, video, testimonials, etc.) • Communications frequency – Follow a calendar month in cycle year after year updating and renewing content – Emails sent every week to subscribers until a recurrent negative behaviour is identified (stopping to open, not clicking) – If the recipient opens an initial email they receive one or two subsequent emails to bring them from an awareness to consideration and a decision stage on a relevant topic • Balance relevancy and incentives – Education (whitepapers, testimonials, tax deadlines) – Infotainment (videos, social media, new year resolutions, etc.) – Tariffs, key USPs and new seasonal catalogues – Time limited Offers (1 day or 1 week) – Draw, quiz or poll competitions to win gifts • Segment – Key industry verticals vs. others business owners – Start-up vs. Established business – Micro vs. Small businesses – Genders: Female vs. Male • Target – Segmentation: Low vs high CLV per SIC code – Geo-targeting: Low vs high CLV by Postcode – Affordability: Low vs high CLV per Turnover January February March April May July June August October September November December EM DM OBD