Using email to retain business customers | EMSA 2011
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Using email marketing to retain business customers Trent Haag, Head of Digital, OPTUS BUSINESS
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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
Notes de l'éditeur
- 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.
- 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
- 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
- Lets talk about social media first: being the new kid in town, getting all the attention
- Some of the most innovative uses of email marketing are around events.Connected with a calendar and some social media.
- But what about retention – I’m not seeing a lot of innovation and practical email marketing cases around retaining customers.
- Introduction: We had a leaky bucket at Optus Business.
- 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
- 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.