dma win-back keynote
DESCRIPTION
Keynote presentation from Jill Brittlebank at the DMA (London, UK) breakfast seminar held on the 22nd November 2011.TRANSCRIPT
Customer Win-back
Jill Brittlebank, Director of Strategic Services
Protecting and Reviving Customer Engagement
Agenda
Context
Defining inactives
Prioritising activity
Keeping what you have
Managing inactivity in a multi-channel world
15/12/2011
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The state of the channel
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Source: DMA
Open rates Click rates
Unsubscribe rates
Mobile email marketing
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Connecting with consumers 18-24 are the heaviest users
of mobile email
Special offers are the
preferred type
of mobile email
It’s not just calls & texts
Mobile phone activities
Checking
personal email
is predominant
activity
Common
behaviour among
Social and Mobile
users
Base: Respondents with an Internet-enabled mobile phone
And consumers are engaging
through other channels Meteoric rise of social media
Social networks continue to grow
Over one-third of consumers interact
socially with marketers
42% say that e-mail is a primary driver
in social networking
One-quarter review and rate
purchased products
Almost 20% say they forward
messages to family and friends
What’s deemed “most shareworthy”?
New product information, special
offers and promotions
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Are we really sure they’re inactive
Three quarters of your emails are going unread
Communications through multiple channels are increasing
Is email really that important?
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Ranking of channels for ROI Proportion of companies ranking as ‘excellent’ or ‘good’
Email consistently top/second top channel for ROI since 2008
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SEO 73%
Email marketing 72%
PPC 56%
Social media 43%
Mobile marketing
34%
Affiliate marketing
47%
Offline direct marketing
32%
Online display advertising
24%
Average split of online marketing
budgets
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Website 23%
Email marketing 18%
PPC 15%
SEO 10%
Display advertising 8%
Affiliate marketing 6%
Social media 6%
Mobile 2%
Other 12%
Role of email with social web
Email is the glue between social and commercial web assets
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Social Media activity:Your brand personality
Your website:The commercial
shop-front
Email communications:Reminds consumers to
re-engage
Drivestraffic
Keepsinformed
Drivestraffic
Builds brand engagement
Prompts engagement between sales cycles
Drives reason for regular contact
How to define an inactive
customer in a multi-channel
world?
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The Customer Journey covers multiple active and passive
advertising interactions across paid, earned, and owned media
Da
y 1
Da
y 8
Closer Influencers Introducer
Natural Search
Display Campaig
n Email Marketin
g
Affiliate Branded
Keyword Search
Here’s what you see…
Site Purchase
Site Visit
Social
Here’s what you missed
Purchase Path Analysis provides full
Funnel visibility
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Where do you focus resource
Once you understand the role of email in the purchase funnel for
your different customer segments, then you can improve the
content of the emails you send to be more effective
But that’s not the whole story…
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Engagement Trends
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Natural attrition affects winback
41.1%
33.5%
5.8%5.1% 3.4%
2.4%
44.7%
35.7%
5.7%6.8%
2.9%1.7%
49.2%
37.3%
5.9%5.2% 3.4% 2.1%
47.2%
40.3%
6.1%6.4%
3.8% 2.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
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6-9 mth 9-12 mth 1-2 yrs 2+ yrs
% e
mai
ls o
pe
ne
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Tenure and Recency
% e-mails opened in FY10 Q4
Who’s Who?
Someone who is actively opening & clicking, even though not
purchasing in the last year, should be seen as an active customer.
Active
0-12 month buyers
0-12 month prospects
60 Day openers &
clickers
Inactive
13-24 month buyers
13-24 month
prospects
61-120 day openers &
clickers
Lapsed
25+ month buyers
25+ month prospects
120+ day openers &
clickers
15
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Winback Scenarios – how to nurture Four main types of Winback Scenarios
1) Reactivating inactive subscribers (those who’ve chosen to
stop engaging)
2) Reactivating lapsed purchasers (those who’ve stopped
buying)
3) Dealing with unsubscribes
4) Dealing with an invalid email (those who we can no longer
contact via email)
But of course, the best approach is to prevent – or delay –
their initial lapse
Dead or sleeping?
17
If they’re not – nurture them, they loved
you once….
It was hard enough to capture in the first
place and it will cost you far more to
acquire a new one. Email still delivers
the highest ROI
Dead or just sleeping?
If they’re dead – get them off your
database and stop diluting the reporting
of your activities and stop paying for the
CPM.
Prevention is better than Cure
Irrelevance is one of the top two reasons people opt-out
of e-mail.
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Relevance Drives Retention
9%
14%
3%
10%
33%
44%
45%
0% 20% 40% 60% 80% 100%
Can't remember
Other
Concerns about privacy
Don't remember opting in
Didn't see value of their email
Not relevant to me
Sending too many emails
Reasons For Opt Out
What do subscribers want?
Behind discounts and sales,
task e-mails like personal alerts,
reminders, and customer
experience follow ups rank
highest with what consumers
would like to see via e-mail
(upwards of 40%).
Forrester Wave Q4/2009 states
“to increase both campaign
effectiveness and efficiency,
marketers need the ability to
easily automate programs by
using triggers.”
Subscribers want relevance
Prevention is better than Cure
Relevance has specific meaning in digital marketing
The first is engaging customers across their lifecycle
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Relevance Drives Retention
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Six Factors of Relevance
Contact Management
Rescuing a Poor Customer Experience
Drive a Replacement Purchase
A returns trigger may yield up to
75x the return of a standard
promotional message
Surprise & Delight factor
Preserve the brand experience
Cross-sell into other products
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Is email the channel of choice?
Don’t flog a dead horse: send reactivation messages through the
most appropriate channel
Retargeting banners
Mobile messaging
Social messaging
15/12/2011
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Integrated Dynamic Messaging Remarketing
Remarketing/Retargeting drives
engagement
10 x Return
on your advertising
investment
Rue La La were looking at different ways to engage with their customers and make use of a growing Facebook presence – Facebook-Exclusive achieved highest ever click through and revenue and increased fanbase
Social Media Programmes
Is It An Email, or a Mobile Message?
Designing for mobile
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Clear messaging
Adjust design for 320px wide (desktop emails are 600px wide)
Easy to use with a touch interface
Encouraging cross-channel
interaction
”Our relationship with the e-Dialog team has always allowed us to think
strategically and pioneer marketing
techniques ahead of industry trends,”
says Chris Davies, head of Digital
Innovation for British Airways.
“Mobile is a key new channel for our
marketing mix and e-Dialog proved
they understand the challenge and are
able to help us create integrated
campaigns which address this need.”
© e-Dialog Inc. All Rights Reserved.
Summary
Consider the role of email in conversion funnel
Understand the drivers of disengagement by customer segments
Address the reason for their inactivity
Send them compelling re-engagement prompts
Communicate through the best channel(s)
Remember the ROI …. it may be time for Goodbye
15/12/2011
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Questions
Jill Brittlebank, Director of Strategic Services
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