Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
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Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
- 1. keeping the flame burning email strategies to prevent losing a customer gianfranco cuzziol head of everywhereCRM cuzziol.blogspot.com gianfranco@cuzziol.com @iamgfc
- 2. an apology
- 4. the world of eCRM is changing Lets for the sake of argument call the future everywhereCRM This presents us with a new commercial battleground which has four key attributes that we need to consider: • it‟s here now • it requires a different approach • it‟s real time • it‟s controlled by consumers
- 5. key areas in keeping the flame alive sign up un relevance subscribe
- 6. lighting the flame sign up
- 9. the confirmation email • A simple thank you • Confirming the benefits • This is what it may look like • Immediate Call to Action • Arrived in the Inbox within 1 minute
- 10. tips for the sign up page 10 1. Make It Easy to find and do – ideally Above the fold Top Right 2. Provide only one newsletter subscription page that includes information about all available email newsletters 3. Clearly state when users have navigated to the newsletter sign-up process 4. Don‟t pre-select any newsletters for users unless they have clicked on a link that named a specific newsletter 5. In multi-step processes, let users know how many steps remain 6. Explain the „value proposition‟ – what‟s in it for me? 7. Manage expectations – what will I get when and how often? 8. Clear Privacy Policy 9. Use incentives - but be transparent 10. Send a confirmation email, or maybe even the last newsletter DMA Email Series - Winback Event November 2011
- 11. keep it burning relevance
- 12. defining inactive Lies, Damned Lies and Email Metrics
- 13. defining inactive • They never were active • They never got your emails • They never last forever
- 14. they never were active
- 15. they never got your emails
- 16. they never last forever Acquire Convert Grow Retain Reactivate Intensive Care Welcome Purchase Repurchase Loyalty Reactivate Purchase Special Treatment Stimulation Stimulation Cycle
- 17. they never last forever • Timing • Content • Context • Device
- 18. timing Engage Customers When They’re Most Eager to Hear From You The communications Customer emotions in ownership cycle Key customer ’ moments of truth ‘
- 19. content
- 20. content
- 21. context
- 22. device Home Travel Work Travel Home 6am 7am 8am 9am 10am 11am 12am 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12pm Radio Tablet Mobile PC TV Paper
- 23. data is your friend
- 24. it‟s not rocket science
- 30. are they really inactive?
- 31. are they really inactive?
- 33. Acquire Convert Grow Retain Reactivate Intensive Care Re-purchase trigger Lapsed Purchase VIP Programme Monthly Newsletter Weekly BAU Birthday Website Browse Email Trigger Product Lifecycle Survey 1st Shop Product Review Anniversary Abandon Basket Conversion Social Alerts Welcome Nursery Programme Welcome Purchase Repurchase Loyalty Reactivate Special Treatment Stimulation Stimulation Purchase Cycle
- 36. are they really inactive? 36 DMA Email Series - Winback Event November 2011
- 38. last chance before it goes out Un subscribe
- 39. why do people unsubscribe? Jupiter Research (now Forrester)
- 40. tips for the unsubscribe page 1. Provide a way to unsubscribe directly via the website (rather than only via an email message) 40 2. Clearly identify the sending company on the unsubscribe page. Include the site and newsletter name 3. On the unsubscribe page, list the user‟s email address and current newsletters, and a simple way to unsubscribe from any or all newsletters. 4. Provide a separate process for unsubscribing. Don‟t have the subscribe process double as the unsubscribe process 5. Offer users an option to change the frequency of the newsletter as an alternative to unsubscribing 6. Provide a confirmation screen verifying that the user‟s email address has been unsubscribed from the newsletters 7. On the confirmation page, list other ways to receive updates such as through social networks or a blog 8. If you ask users for feedback about why they are unsubscribing, make the process optional and easy 9. Send only one email confirmation to users after they unsubscribe, listing any newsletters users have asked to stop receiving. 10. Unsubscribe users immediately. If this isn't possible, tell users how long it may take for your system to register their changes DMA Email Series - Winback Event November 2011
- 41. don‟t lose them Click Here
- 42. “ we didn‟t improve one thing by one hundred percent we improved one hundred things by one per cent.”
- 43. thank you gianfranco@cuzziol.com 07506 699795 cuzziol.blogspot.com www.linkedin.com/in/gcuzziol twitter.com/iamgfc
Editor's Notes
- introducing EHS 4Da world class track record of excellenceWith a track record of over twenty years EHS 4D is one of the world’s most established and renowned relationship marketing agencies. Our business is built on three core components:DIRECTAcross our two offices in London and Cirencester we have a wealth of experience creating and delivering effective relationship marketing activity and user experiences that connect our customers’ brands with their consumers and drive real value.Our creative work engages consumers around key insights and has won numerous awards.Over twelve years ago we helped Tesco create their Clubcard programme and manage it for them to this day, a loyalty programme against which others are judged.DATAWe have a team of data analysts and strategists who identify key insights which drive campaign activity. EHS 4D Discovery is one of the UK’s leading data specialists, hosting and managing global CRM data bases for some of the world’s largest brands.DIGITALEHS 4D was one of the first UK agencies to deliver digital campaigns and over the years we have acquired a number of leading digital agencies to bolster our tightly integrated capability.We have specialists covering search, mobile and social media and are the global digital agency of record for brands like Peugeot and Unilever’s Dove deodorant.Our digital capability was cited as a key reason for us winning the prestigious Marketing magazine agency of the year award 2010 and for which we were recently shortlisted again for 2011.As the marketing landscape gets more complicated and increasingly focussed around the consumer we have one simple aim:making connections. simple
- A large part of conversation in the real world is body language. In the digital world body language also plays a part in conversation. That body language is how we as consumers engage with an email..when what and how often we click..how we share its contents..how we browse the brands website after the click.All of this forms part of the conversation. Conversations do not need to be a discussion in terms of a debate, but more of ‘an exchange of views on some topic’ where the exchange of views is demonstrated by a click or by browsing behaviour. At its basic level, this can form part of a conversation between a brand and the customer.
- G is for Gladwell..Malcom Gladwell
- Ever read his book Blink – The Power of Thinking without Thinking?It's a book about rapid cognition, about the kind of thinking that happens in a blink of an eye. When you meet someone for the first time, or walk into a house you are thinking of buying, or read the first few sentences of a book, your mind takes about two seconds to jump to a series of conclusions. Indeed, it could very well be about when you see an email in your inbox What do you see? What makes you decide within that blink of an eye whether to open or delete?I would suggest that in the example of email, the first 2 seconds is also influenced by the conversation you have had with that brand...if their content has been relevant then I reckon it gets opened and readSo first impressions countAnd remember that in the digital world, actually that first impression is repeated many times in one conversation. From the email subject line, to the contents of the preview panel, to what the landing page looks like.