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B2B Retention


  Trent Haag
  Head of Digital
  Optus Business

                    EMSA 2011 | Innovation and Inspiration
              October 19 | Brisbane Powerhouse | Queensland
The News of my death has been
        greatly exaggerated


Death of Email…




                          EMSA 2011 | Innovation and Inspiration
                    October 19 | Brisbane Powerhouse | Queensland
Email Marketing is Mature




                     EMSA 2011 | Innovation and Inspiration
               October 19 | Brisbane Powerhouse | Queensland
Email Marketing Innovation
Targeting/Connected to CRM:




   Connect to Social media:




       Event management:




            Edm / video:


                                    EMSA 2011 | Innovation and Inspiration
                              October 19 | Brisbane Powerhouse | Queensland
Social Media Integration
• Powerful
  combination with
  Email Marketing




                            EMSA 2011 | Innovation and Inspiration
                      October 19 | Brisbane Powerhouse | Queensland
Event Management
friendly
   reminder

RSVPs




                         EMSA 2011 | Innovation and Inspiration
                   October 19 | Brisbane Powerhouse | Queensland
But what about RETENTION?




                    EMSA 2011 | Innovation and Inspiration
              October 19 | Brisbane Powerhouse | Queensland
OBs Leaky Bucket




                EMSA 2011 | Innovation and Inspiration
          October 19 | Brisbane Powerhouse | Queensland
Ratio of Accounts to AMs




                    EMSA 2011 | Innovation and Inspiration
              October 19 | Brisbane Powerhouse | Queensland
Communication Canyon




                  EMSA 2011 | Innovation and Inspiration
            October 19 | Brisbane Powerhouse | Queensland
Email to bridge the Gap




                    EMSA 2011 | Innovation and Inspiration
              October 19 | Brisbane Powerhouse | Queensland
Communication Plan




                 EMSA 2011 | Innovation and Inspiration
           October 19 | Brisbane Powerhouse | Queensland
Friendly Tone
        Customer Feedback Form




               EMSA 2011 | Innovation and Inspiration
         October 19 | Brisbane Powerhouse | Queensland
No need to boil the Ocean


               EMAIL      ISSUES
            MANAGEMEN   MANAGEMEN
             T SYSTEM    T SYSTEM                   Customer Service
                                         Service issues




                                                          MARKETING
                                          Marcomms
                                           issues



CUSTOMER                                                    SALES
                                         Account issues




                                  EMSA 2011 | Innovation and Inspiration
                            October 19 | Brisbane Powerhouse | Queensland
Objectives and Results
• $100 Million in protected revenue year 1
• 3% reduction in customer churn




                               EMSA 2011 | Innovation and Inspiration
                         October 19 | Brisbane Powerhouse | Queensland
Email Marketing
       •   Mature business platform

       •   Going through an innovation stage

       •   Under-utilised for b2b retention




                    EMSA 2011 | Innovation and Inspiration
              October 19 | Brisbane Powerhouse | Queensland
questions




                  EMSA 2011 | Innovation and Inspiration
            October 19 | Brisbane Powerhouse | Queensland

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Using email to retain business customers | EMSA 2011

  • 1. B2B Retention Trent Haag Head of Digital Optus Business EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 2. The News of my death has been greatly exaggerated Death of Email… EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 3. Email Marketing is Mature EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 4. Email Marketing Innovation Targeting/Connected to CRM: Connect to Social media: Event management: Edm / video: EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 5. Social Media Integration • Powerful combination with Email Marketing EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 6. Event Management friendly reminder RSVPs EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 7. But what about RETENTION? EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 8. OBs Leaky Bucket EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 9. Ratio of Accounts to AMs EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 10. Communication Canyon EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 11. Email to bridge the Gap EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 12. Communication Plan EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 13. Friendly Tone Customer Feedback Form EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 14. No need to boil the Ocean EMAIL ISSUES MANAGEMEN MANAGEMEN T SYSTEM T SYSTEM Customer Service Service issues MARKETING Marcomms issues CUSTOMER SALES Account issues EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 15. Objectives and Results • $100 Million in protected revenue year 1 • 3% reduction in customer churn EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 16. Email Marketing • Mature business platform • Going through an innovation stage • Under-utilised for b2b retention EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 17. questions EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland

Editor's Notes

  1. Introduction: As Mark Train wrote in 1897 when he was reported by the New York Times to be lost at sea, “The News of My Death was greatly exaggerated” He even offered to lead a search. there has been a lot of coverage of the death of email remarks by social media tycoons.Of course this is a load of rubbish.In fact I predict that in the next few years after the US Postal Service goes through its final death throw, then we can remove the “E” and just call it Mail.With over 95% of marketing using email marketing.
  2. Email marketing is great at attracting customers, it is ranked in the top 3 in B2B marketing 95% of markers use email marketing as a acquisition toolIts in the sweet spot for Business marketing.Everyone has access Acceptable business commsWe got rid of most the ridiculous nuisance SPAM type business models
  3. Targeting emails – Right Message with the right offer to the right recipient at the right time: Travelosity uses it well reporting 400% more likely to purchase email connected to social mediaEvent management using email marketingEmail / Video comboLets look at a few examples
  4. Lets talk about social media first: being the new kid in town, getting all the attention
  5. Some of the most innovative uses of email marketing are around events.Connected with a calendar and some social media.
  6. But what about retention – I’m not seeing a lot of innovation and practical email marketing cases around retaining customers.
  7. Introduction: We had a leaky bucket at Optus Business.
  8. Don’t make it too hard, or too expensive. - Most of you have an email management system, or Automated campaign management systemJust add an issues management system to the mix and connect it to existing processes.Keep all the comms and issues in a central location. Like a CRM and voila. You are keeping customers
  9. It’s a trusted, widely available platformThere are some outstanding innovations being deployed using email marketing.For retention it is under utilised and as demonstrated in my case study, it can provide great business benefits.