jonny davies - ote birmingham - re-target re-engage & reap the email roi
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Topic: Re-target, re-engage, reap the email ROI You may be sending your email campaigns to a list of thousands every week but if a high proportion of recipients on that list are not responding to your campaigns then it will affect your open rates, click throughs and consequently the email conversions you’re achieving: size doesn’t matter, it’s performance that counts. Successfully re-engaging with the inactive recipients can make a massive difference to the ROI you are receiving from your email campaigns – so what are you waiting for?! Key takeaways: Understand how recipient engagement levels can affect email deliverabililty Learn how by re-engaging with dis-engaged customers will increase ROI and ensure you are not spending money unnecessarily Gain ideas for targeted email content and campaigns Sector specific examples of best practice re-engagement campaigns, including LA Fitness, Amnesty International, Deal Zippy and Hearst magazines Making your data work for youTRANSCRIPT
Re-target, re-engage, reap the email ROI
11th September 2013
Account Director – Jonny Davies
• Why re-engage?
• Re-engagement and content
• Re-engagement and data
• The multi-channel approach
• Create brand loyalists
What’s on the Agenda?
Why Re-Engage?
• Lifetime of product
• Your customer lifecycle
• Your brand
• How were you found?
Understand Engagement
£?The Cost of an Email Address
“… It is 6-7 times more expensive to gain a new customer than retain an existing
customer. …”Harvard Business Review
• Major ISPs monitor engagement in order to assign a reputation to all senders
• Positive actions vs. Negative actions
• Don’t become ‘graymail’
• Don’t let the negative responses stop engaged recipients receiving your emails
• Maintain your list – know who needs to go…
Deliverability
2012 has proven that email is very much still king; achieving thehighest ROI compared to any other channel, as well as thefollowing impressive stats from DC Financial Insights, 2012.
Increased ROI…!
“77% of customers prefer to receive permission-based promotions via email”
“Only 6% of customers preferring these messages via social media”
“ROI of 3000% achieved through email in 2012”
Re-engagement & Content
Segment & Target Accordingly Based on Rapport
• High image coverage• More frequent• Focus on the click/conversion
• Unique content• Louder subject lines• Aim for the open• Consider plain text or similar
• Know your content
• Incentivise recipients with a special offer – perhaps*
• Subject lines – be audacious!
• Serialisation
• Ask them what they want!
Re-engagement and content
“Win two First Class train tickets for just staying in touch!”
“Do you still want to hear from us?”
Incentive Campaign• Open Rate 5.1%
Incentive Campaign• Click Rate 2.2%
Incentive vs. Non-Incentive Re-Engagement Campaigns
Non-Incentive Campaign• Open Rate 6.5%
Non-Incentive Campaign• Click Rate 1.6%
No recipients clicked the unsubscribe option!
“We have a Katie shaped hole in our lives”
Consider Cleaning Your List
Think About…
• Matching against purchase history & your sub-conscious messaging!
• The value of an email and your customer lifecycle
• The number and age of the dis-engaged
Re-engagement & Data
For Engaged Subscribers
• Keep it simple & Invite the opt-out (and opt-in)
• Preferences /opt-down – make sure they are honoured!
• Learn from behaviours and patterns
• Invite feedback & listen
For Dis-engaged Subscribers
The Multi-Channel Approach
Consider Social Media Channels
SMS
Create Brand Loyalists
“An ounce of prevention is worth a pound of cure”
Benjamin Franklin
Start Strong & Serialise
Create a Club
Post Purchase Love“Kayleigh, thanks for your visit, we’d like to treat you to a bottle of wine”
Key Take-Aways
• Consider the opportunity or risk that dis-engagement poses to you
• Think about sending differently
• Subject line is key!
• Analyse and evaluate your customer’s journey
• Target based on behaviour
• Think cross-channel for other engagement
• Reward loyalty and prevent dis-engagement!
Any Questions?