stop the churn: user retention methods with email that re-engage and win over your users
TRANSCRIPT
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Stop the ChurnEmail methods that re-engage and win over your users.
re·ten·tionrəˈten(t)SH(ə)n/nounthe continued possession, use, or control of something.
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Boomtrain is the intelligence layer that predicts the optimal content for your emails, website, and mobile app. We help you better communicate with your customers by delivering 1:1 individualized user experiences that drive deeper engagement, greater retention, and increased lifetime value.
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Shannon JohlicHead of Marketing
Bob ColnerData Scientist
Presenters:
If you have any questions, please enter them in the chat box.
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The Retention
Cliff
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Questions at the Top of Our Mind:
● How many of your users come back? (basic)● How are you optimizing their experience?● When was the last time you tested an
hypothesis?● When was the last time you did a “health
check”?● How do you re-engage users to keep coming
back?● How do you cut through the noise and reach
them?● How are you going to scale your efforts?
Where do we begin?
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Email:Strategic Retention LeverAppropriate use of email promotes long-term relationships
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Subject Lines | Dayparting | Image Use | CTAs | Format | Goals/Conversions
A/B Test1the
(a very necessary, very time-consuming, very manual process...)
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Method 1: A/B Testing (Think Globally)
Subject Lines | Dayparting | Image Use | CTAs | Format | Goals/Conversions
How many of you are currently using A/B testing in your emails?
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Keep it Clinical:Follow a strict methodology (no “gut”, just data)
Let’s outline the classic setup for running an
experiment:
1. Decide the minimum improvement you care about.
2. Set a relevant sample size to reach in order to gauge efficacy of your
experiment.
3. RANDOMLY assign people to the test & the control group. (VERY
IMPORTANT)
4. Start your test. DO NOT look at the results until you achieve your defined
sample size.
5. Evaluate the results.
6. Re-test
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Where Did I Go Wrong:Common mistakes in A/B Testing
Just optimizing for conversion Not taking the time to set goals Keeping it too simpleIgnoring more advanced metrics Ignoring mobile vs desktop
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Test...then test some more:Until it’s time to take another action
When refining and optimizing your emails with A/B testing stops showing improvements it’s time to take the next step...
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Health Check2the
(an advanced topic...but can be a manual process)
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Method 2: The Health Segmentation
Do you know which users are “@risk” of churning and which ones are “healthy”?
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What’s the difference? What is a “healthy” and an “@risk” user?
healthysomeone who has a recent history of frequently engaging with your brand
@risksomeone who had a history of frequently engaging with your brand, but has not done so in a while. (a lack of recency)
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How to ID your “@risk” users:surface users predicted to churn
Identify users @risk of churning with the 4x4 Rule :A user who has visited at least 4 times in the last 4 months but has not returned in the last 4 weeks.
4x4
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Segment into 2 buckets...and resurrect the @risk users
@risk
Send a ‘churn prevention’ email to provide a REASON to re-engage. Consider including:● limited-time special offers● discount code● highlight the best recent content they’re
missing
Keep sending the A/B test optimized email newsletter. (just keep them happy)
healthy
value
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Step 1 - IDENTIFY: segment out your @risk usersStep 2 - BUILD: create compelling resurrection email that 1) offers new value 2) highlights best new content they are missing
Step 3: AUTOMATE: make this an ongoing automated on monthly basisStep 4: PERSONALIZE: individualize the content for audience resurrection (more on this in section 3)
Where do I begin...A proven methodology to move from @risk to healthy
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Machine3leverage
(the power of predictive analytics)
Intelligence
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Machine Intelligencescale your ability by removing the manual process
Can you write a million personalized emails with infinite content combinations that are constantly optimized for engagement?
...now you can.
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The Rise of the Machine...it’s an extension of you...
Predictive Engines power the delivery of 1:1 individual user experiences via emails and onsite to each one of your users
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Cut through the noise to deliver RELEVANT messaging
No one likes to be yelled at.
“audiences” and traditional “segments” become noisy when we try to communicate.
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Reach the Mythical Segment of 1cut through the noise with machine intelligence
Have you met Jane?(she’s a person, not an audience)
Reach every user on a 1:1 individualized basis by delivering relevant user experiences…at scaleautomated individualization
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Scaling relevanceat an individual 1:1 level
Have you met Jane?(she’s a person, not an audience)
Reach every user on a 1:1 individualized basis by delivering relevant user experiences…at scaleautomated individualization
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Relevance Drives Engagement...and engagement directly affects your bottom line
How do you monetize your site traffic?
Advertising | Subscriptions | Affiliate | Direct Selling
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A review...
1)A/B Test (very manual, but very necessary)
2)Health Checks/Segmentations (still
manual, but addresses @risk users fast)
3)Machine Intelligence (automates all of the
above, at scale with 1:1 personalization)
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Questions?
Questions?