Here you will find out how to best connect with your dormant customers and some of the best practices to revive engagement with them.

1. Connect with Dormant Customers &
Maximise Engagement
Welcome!
Facebook (Octanein)
Twitter (@octanein)
LinkedIn (Octanein)
YouTube (Octanein)
SlideShare (Octane Marketing) Ahmer Hasan
Octane Marketing
#octanein @ahmerhasan

2. Engaging Dormant Customers
1. Webinar Series – A 30 minute webinar/month
Next one is on 21st May 2013
2. Octane Newsletter– www.octane.in
#octanein

3. Engaging Dormant Customers
Using the control panel:
- Raise Hand
- Submit Question
#octanein

4. About Prateek Bali
Prateek has been working in the email marketing domain for the
last two and a half years and his interests include strategic sales &
marketing planning, new business development and search engine
marketing. He looks after enterprise associations and partnerships
and deals with consulting to executing marketing strategies
primarily around emails.
#octanein

5. Connect with Dormant Customers &
Maximise Engagement
#octanein
Prateek Bali
Octane Marketing
@prateekb11

6. Did you know?
• It costs 6–7 times more to
acquire a new customer than
to retain one!
• You loose 20% - 40%
customers annually.
Source: http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 6

7. Why does a customer become dormant?
• Email Fatigue
• Too many
Emails
Source: http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 7

8. Why does a customer become dormant?
• Subscriber completes the goal!
• Needs get fulfilled
*Reference Return Path Email Intelligence Report Q3 2012
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 8

9. Why does a customer become dormant?
• Irrelevant Messages
• Job Role Changes
• People get married
• Change Cities
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 9

10. Effects of Dormant Subscribers
• Diminishes ROI
• Reputation at RISK
• Affects over all inbox delivery
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 10

11. Re-engaging with dormant subscribers
• Focus on small chunks of inactive DBs
• Send Feedback mailers
• Use dynamic content (personalized subject lines, offers etc.)
• Provide useful and relevant communication
• Do a reply only campaign
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 11

12. Re-engaging with dormant subscribers
• Relevant incentives to be sent on inactive DBs
• Miss you email campaigns can be done
• Create ‘Preference Centers’
• Behavioral targeting through emails and website
• Email only offers to be run on website and through sms or
telemarketing channels
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 12

13. Removal Plan for Dormant Subscribers
• Send a series of emails to the Dormant lists:
 Step 1 – Send an email with a relevant offer and inform
the user about the offer and why is he getting it
 Step 2 – Send an email with the offer expiry
 Step 3 – Send an email saying “Do you want to renew
your subscription”
 Step 4 – “Your subscription expires soon”
 Step 5 – “Your subscription to newsletters has expired”
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 13

14. Q&A
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 14

15. Start Engaging @octane.in
• 500+ million opt-in mail boxes served every month
• 120+ brands, multi-channel
• Offices in Mumbai, Delhi, Bangalore & San Francisco
• India’s Hottest Tech 20 Startup 2012*
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. *Tech Circle’s Annual

16. April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 16

17. ©2013 Octane Marketing India
April 16, 2013 17
www.octane.in

18. April 16, 2013 ©2013 Octane Marketing Pvt. Ltd. 18

19. Thank YOU
See you next
Webinar: 21 May
st
Twitter: @Octanein
Web: octane.in
YouTube: Octane Mailman
April 16, 2013 ©2013 Octane Marketing India www.octane.in