UK case studies on using automation to reduce inactive subscribers and

1. Addressing Inactive Email Subscribers –
Reactivation Approaches
UK Client Conference

4. 2. Do you know what percentage
of your audience is inactive?

5. 3.

6. Goal for this Session:
Get you to think about, or a little
differently, about inactives…

7. Agenda

8. Why ShouldYou Care About Inactives?

10. Typical Actives vs. Inactives Ratio

11. Impact of Inactives

12. Sample Retailer Inactives Challenge

13. Hypothetical Revenue Loss

14. Root Causes: Subscriber

15. Root Causes: Your Emails

16. So what can you do about your
inactives?

17. Freemans Grattan Holdings
Phil Jones

18. Bio
•
–
•
•

19. Freemans Grattan Holdings

20. FGH Email Program
• ~7.6m emails sent per month
• Generates 11.6% of online marketing channel revenue
• Managed and Self Serve across the business units
• Growing mix of automation and functional emails
• Email team’s comprise of:
» Email Campaign Manager
» Email Designer
» Central Support

21. FGH Email Program

22. FGH’s Email Program Framework
Email Channel
Promotions Functional Automated
Despatch
Newsletters Welcome
Confirmation
On Hold
Offers Birthdays
Confirmation
Held Updates Abandoned Cart
Post Purchase
Order Cancellations
Review
Returns Credited
Today, ~112 functional
emails per day, and 10+ Delivery Completed
promotional emails per
week Statement Available
Payment
Confirmation
22

23. FGH History

24. Understanding the File

25. Understanding the File
Last open date
6-9 9-12 12-18 18+
File type Total
months months months months
Prospects 36,330 84,946 64,316 241,798 496,598
Over 50% have never become customers

26. 3 Strikes and you are out
12 Months
6 Months 9 Months
Non Opener
Non Opener Non Opener
Includes call
Includes call to
to action
action

27. Two Fold Results
Recovery % of Inactives
Since Aug-11
Stage 1 Stage 2 Stage 3 - 1 Stage 3 - 2 Stage 3 -3 Re-actived the sleepers
F&G 8.24% 6.81% 7.54% 3.77% 3.90%
Promotional email benefits
• Deliverability improved
• Average Open Rate
increased by 4.6pp
• Average DPE risen from
0.11p to 0.12p

28. Automate to reap the benefits

29. Promotional emails then follow

30. Lessons Learned / What’s Next

31. Some Lessons Learned

32. What’s Next

33. What’s Next

34. Birmingham Airport
Rosi Petrova
Senior Product Advisor

35. The Challenge
First sign of spam trap deliverability issues 11 months after coming onboard with
Silverpop

36. What is a Spam Trap?

37. Why is re engagement important?

38. Re Engagement Strategy
Why are people not
engaged?
Define the inactive
segment
Purchase cycle; mailing frequency; opt-in date?
What to do with the inactive
segment?

39. The Solution
Data cleansing by implementing a Re Engagement Program targeting all contacts
who have had no mailing activity for 9 months and have not opted in within the
last 3 months

40. Re Engagement Program

41. Re Engagement Email 1

42. 3 weeks later…Re Engagement Email 2

43. 2 more weeks later…Final Email

44. Data Cleansing

45. Campaign End Goal
The Re Engagement program would remove all spam trap email addresses within
5 weeks of activation
As the program runs on a continuous basis it would prevent spam traps from
occurring

46. And the Results…
Half of the database consisted of inactive non
profitable contacts who were removed as a result of
the re engagement campaign
The sender’s deliverability has been massively
improved with spam traps been cleared out and
SNDS going from red to green zone.
Current deliverability of 99%

47. Action Plan - Minimise

48. The Typical Re-engagement Series …

49. …Typical Re-engagement Series Results
Minimal Engagement
– 5.8% Open rate
– 1.8% click-through rate
– 1-2 orders per fiscal quarter

51. 10 Tactics to Help Minimise Inactives

52. 1. Understand Subscriber Motivations

53. 2. Set Expectations

54. 3. Get Subscriber Preferences – Then Use the Data

55. 4. Move From
Welcome to
Onboarding
Process

56. Mint Activation 1

57. Mint Activation 2

58. Mint Mobile Welcome
New Mint users from mobile channel

59. 5. Wake
Subscribers
Up With
Crazy
Content
See Our Models Nearly
Naked in Our New X-Ray
Catalog

60. 6. Incorporate Voice of Customers/Employees

61. 7. Personalise – Use Behavior & Dynamic Content

62. 8. Send Follow-Ups Based on Behavior

63. 9. Create Emails They Can’t Live Without

64. Your dates trigger an email…
21 days before occasion
Personalised with name
Occasion w/ date
Coupon code
10% Off
31% CTR
Highest revenue
generating email

65. 10. Make it Easy to Update Preferences
Include links to all 3 main options:
- Update preferences
- Change email address
- Unsubscribe

66. Opt-down alternative to opt out

67. Options to “Snooze”

68. Key Takeaways

70. Interested In Learning More?
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