Washington DC 3sixty Live Presentation from 6.20.13 Author Todd Wilson

1. Retention and Re-Engagement
3Sixty DC!
June 19, 2013

2. About 3sixty Live
• Your chance to make live, in-person
connections with ExactTarget users
in your community.
• Connect with other interactive
marketing professionals
• Exchange tips, tricks, and best
practices with your peers
• Help shape the future of the
ExactTarget product

3. About Me.
• 15+ years of experience in the
digital space – Creative, Client
Services, and Strategy
• Consulting, agency, and ESP
experience
• 2.5 years at ExactTarget
• “Marketer. Skeptic. Gadabout.
Nerd.” Twitter: @toddwils

4. Retention
Getting (and keeping) them engaged

6. Square One.
• Half the battle is getting the right
customers to start with – and
setting expectations.
• Make your preference center a true
preference tool – and don’t hide it!

7. The Onboarding.
• Educate them. Let them know
what to expect. Don’t assume!
• Be grateful
• Be informative
• Be transparent
• Be curious

8. The Analysis.
• Understand your customers. Take
a look at your new members and their
engagement (and spending) habits.
• Does their engagement drop off at a
specific point after they opt in?
When?
• What about their purchase activity?
Do online purchasers tend to make
another purchase? How soon after
their first (if they make one at all)?

9. The Nudge.
• If you know where customers are
most likely to disengage, create a
“nudge” to encourage them to
engage.
• Remind them to take action if they
haven’t
• Offer an incentive if you can*
• Re-state your brand promise and
program benefits

10. Case Study – The Container Store
• Another great example of a retention
message – The Container Store
reaches out to customers over time to
ask them to tell more about themselves.
• The end result?
• Proactive customer service
impression
• More info = better targeting
• Likely higher engagement long-
term

11. Your Turn

12. Questions For You…
• What are you doing to encourage your customers/members
to engage or purchase?
• Success stories to share?
• Any stories about what didn’t work so well?

13. Re-Engagement and
Retirement
Making that last-ditch effort – and
knowing when to say goodbye

15. Don’t be afraid of re-
engagement.
It works.

16. Overview
• Strong and aggressive re-
engagement and a willingness
to say “goodbye” are
increasingly critical factors for a
successful email program.
“Some&mes
the
hesita&on
[to
re&re
subscribers]
is
caused
by
old-­‐school
mentality
from
catalogue
marketers:
‘more
mail
=
more
money’
–
but
we
know
this
isn’t
the
case.”
Source:
ClickZ,
hCp://bit.ly/INYrPb

17. Amazon Local
• Amazon Local proactively opts
members out of their email
communications if they don’t engage
after a few months.
• Their explanation: “Amazon
customers trust us to provide relevant
communication… Continuing to
send unwanted emails would hurt
[our] relationship.”

18. LinkedIn
• LinkedIn proactively opts
members down from group
emails they don’t engage with.
• If you’ve already been opted
down, LinkedIn will opt you out
if you continue to be unengaged.

19. Fab.com
• Fab’s re-engagement/retirement
example is simple and brand-
centric. It proactively opts you
out unless you take action via the
“Shop Now” or “Here” links.
• Subject line: “Stop. Getting. So.
Much. Email. Smile, you’re
designed to.”

20. Another example? One of
ExactTarget’s
Biggest retail clients.

21. Retail Example
• Our client wanted to improve
deliverability and engagement –
without impacting sales and sessions.
• Together we built a strategy that
identified unengaged customers and sent
them two messages to encourage
activity.
• Those who didn’t re-engage were
thanked and unsubscribed – all before
the Black Friday/Cyber Monday season.

22. Results. • 100% increase in engagement
(opens/clicks)
• 60+% increase in channel sales
over forecast
• 70+% increase in channel sales
over previous year
• Significantly enhanced
deliverability – no bounce alerts
since launch

23. Net Result?
Re#ring
old
emails
greatly
increased
engagement,
–
meaning
re#rement
had
no
nega5ve
effect
on
the
bo6om
line
at
all.
while
sales
also
increased

24. Things to Consider
• Build a plan that’s right for you.
• There are great examples, but there’s no “right” way. Every client and
customer base is different.
• It may not be perfect to start – but once you start, you can build on what
you’ve learned.
• Review your re-engagement reporting in detail.
• After launch, review the results for each step/email in the re-engagement
process.
• Can you simplify or improve? Is one message enough? What about two?

25. Other Considerations
• Content/Design.
• The message can make a huge difference. How can you maximize the
experience to reflect your customers’ expectations and your brand promise?
• Incentive.
• Should you offer an incentive? If so, what kind?
• Automation.
• Re-engagement should eventually be automated for when customers pass
a certain threshold. What is that threshold?
• Options.
• Provide links to social and info for mobile!

26. Why Retire? Because This.

27. Your Turn

28. Questions For You…
• What are you doing to encourage your customers/members
to re-engage today? Are you retiring those who don’t?
• Success stories to share?
• Any stories about what didn’t work so well?
• What’s the appetite for re-engagement and retirement in your
organization?

29. Free Range

30. Thank you!
todd.wilson@exacttarget.com
@toddwils