email customer lifecycle 2011 - win back: campaign examples
TRANSCRIPT
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© e-Dialog Inc. All Rights Reserved.
Win-back Campaign Examples
© e-Dialog Inc. All Rights Reserved.
Tuesday 22nd November 2011
James Beauchamp – Strategy & Analytics Lead
e-Dialog International
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Reactivating In-active Subscribers
Have not engaged with email,
website or other platform in X
days
Have never engaged
Reactivating Lapsed/In-active Purchasers
Haven’t purchased online or in-
store from you in X days.
Never purchased
Reactivating Undeliverable Opt-ins
Have asked to receive email but
for some reason it cannot be
delivered
Agenda
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Win-back Examples TJ MAXX
Take Away
Last chance!Reactivating in-active
subscribersReiterate the benefits of
subscriptionWIIFM?
Deadline to add some urgency“TODAY” is perhaps a little
harsh
Requires Positive action from subscriber
What happens after last chance?
Stop mailing altogether?Increased results,
save costs on CPM>opportunity costs?
Mail less?Still not good enough? Alternative channels?
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Win-back Examples Bed Bath & Beyond
Take Away
Two-touch sequenceIncentive, then last-chance
Reactivating in-active subscribersInclusion of deadline again, more
explicitGood call out to benefits of
subscription
Could be leveraged:• Improvements to
online store• In-store savings
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Win-back Examples Confused.com
Take Away
Targets people that have not interacted with the website.
Cherry pick your win-back target: Based on policy renewal
date
Cash Incentive
Call out to benefits of using Confused.com
Excellent accessibility/best practice
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Win-back Examples British Airways
Take Away
Encouraging non engaged, non-
purchasing subscribers to buy
Less overt messaging
Cash and % off incentive
Inclusion of deadline
“Final Call for passenger
Beauchamp”
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Win-back ExamplesDell
Take Away
What do people want to receive?
Why aren’t they engaging?
Ask them!
“Win a laptop – open for your chance!”
Hosted web-based survey
Give them ownership & involvement in the
programme
Be prepared to change
What content/products would you like to see featured?
How often would you like to hear from us?
Why have you stopped opening our emails?
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What does “Undeliverable Opt-ins” mean?Subscribers on your base that are opted-in but are marked as
undeliverable due to either a Hard or Soft Bounce.Many of these undeliverable addresses could be active,
engaged customers who would love to hear from you!
Win-back ExamplesReaching Undeliverable Opt-ins
Getting Back in TouchIn order to re-engage with customers
we must look to alternative channels of communication. Direct MailSMSTargeted post-log in bannersIn-app messaging
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Use Dynamic Print to reach previously un-
contactable fans and encourage them to
update their profile information through a
personalised URL
Dynamic print brings together the best of both
print and online worlds; an eye catching
tangible marketing piece and a precise data
capture tool.
Include QR code to help simplify the journey
between postcard and website.
Win-back ExamplesDirect Mail
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How can we fix the problem?
10
Where appropriate permission has been
obtained, use SMS to encourage subscribers
to update their details
More cost effective than Direct Mail
May offer a simpler user journey than Direct
Mail.
Can still include a personalised URL within
SMS to pre-populate subscription
centre/update web form and facilitate
tracking.
Win-back ExamplesSMS
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Win-back ExamplesNFL
Take Away
– 88k in-actives sent personalised postcard
– Fans were encouraged to visit NFL.com to update their email
address.
• The URL directed fans to a simple custom web form to
allow them to submit updated details.
Welcome back email deployed immediately
On-boarding programme begins
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How can we fix the problem?
12
• Who are our target audience?
• What is the desired response?
• What do we know about our in-actives?
• What else can we learn?
• What’s in it for our subscribers?
• What happens after Win-back?
Summary
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© e-Dialog Inc. All Rights Reserved.
Thank you!
Any questions?
© e-Dialog Inc. All Rights Reserved.