The document outlines a marketing strategy involving different campaigns and communications across acquisition, retention, and development stages. It discusses targeting prospects with multi-touch, multi-channel campaigns to generate sign-ups and leads through emails, direct mail, and outbound calls. For customers, the aim is to reduce churn through cross-selling, engagement, and win-back efforts like upgrade offers and newsletters. Timing and content are tailored based on behaviors and segmentations.

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