Maximising Customer Retention Post GDPR
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Studies show that it’s 25 x more expensive to acquire new customers than it is to retain existing ones. That’s a pretty impactful statement considering a large majority of marketers spend more time and budget on acquiring new customers instead! GDPR certainly hasn’t helped matters either with its impact on reduced customer email lists. So we hosted this webinar to showcase the key areas to focus on to keep your customers engaged, ensure they continue to buy from you and to increase your brand advocates. This webinar covers: - Introducing engaging welcome campaigns to add value from the start - The power of automations to increase customer retention and to drive revenue - Why a preference centre is a must post GDPR - How to wake up your lapsed and unengaged customers You should watch if you: - Are facing a reduced customer email list after a re-consent campaign - Have a lack of confidence in the consent you have for your customers - Need to gain more value out of your customer database - Want to learn new ways to interact with your customers and awaken un-engaged customers - Want to increase your customer email engagement To view the webinar please visit: https://www.pure360.com/webinar/maximising-customer-retention-post-gdpr/
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Maximising Customer Retention Post GDPR
- 1. Maximising Customer Retention Post GDPR Luke Knight, Senior Marketing Manager at Pure360 Paul Hemsley. Professional Services Manager at Pure360
- 2. Customer Retention Post-GDPR Pain points: - Reduced lists - Demand for more personalisation Lawful basis: - Legitimate interest What it is you’re trying to achieve: - Build Trust - Build Relevancy - Build Engagement
- 3. What we’ll cover today... - The power of automations to increase customer retention and to drive revenue - Introducing engaging welcome campaigns to add value from the start - How to wake up your lapsed and unengaged customers - Why a preference centre is a must post GDPR - Pure360’s creative and managed services
- 4. Luke Knight Senior Marketing Manager (Retention and Growth) @Pure360 Over 15 years digital marketing experience luke.knight@pure360.com Follow us - @Pure360
- 5. About us Marketing Automation Suite Powered by email A journey Taking clients on a journey of improvement Unique combination Best of breed tech and framework Industry-leading Maturity Model and defined service packages
- 6. The Broadcaster The Segmenter The Recommender The Predictor Broadcast to as many people as possible Focus on lead generation, traffic, opens, clicks Small database Limited resources Sending relevant targeted campaigns to demographic segments Focus on increasing revenue and engagement Struggling with disparate systems and databases Sending frequent targeted campaigns, product recommendations and upselling Focus on building relationships and loyalty Increasing use of data Reliant on IT resources for data management Struggling to achieve a single customer view Sending based on lifecycle engagement and behavioural predictions Focus on retaining customers, increasing loyalty and generating scalable revenue Struggling to stay ahead of competition and perfect automation capabilities The Pure360 Maturity Model
- 7. Customer Retention Stats - 25 x more expensive to acquire new customers than it is to retain existing ones - The average customer spends 67% more in their third year as a customer of your business than in the first year - 20% of customers of a given company are the source of 80 percent of the company’s profits - 80% of consumers indicated they are more likely to do business with a company if it offers personalised experiences
- 8. The power of automations Increase team efficiency Communicate in real time Increase customer lifetime value Create a relevant personalised experience
- 9. The customer journey is not linear Things to consider: Where does your journey begin? What & where are the touch points? Where is that interaction?
- 10. Types of Automations - Onboarding (welcome) campaigns - Retention campaigns - Notifications - Milestones Manual: - Product updates - Surveys - Newsletter
- 12. Personas
- 13. Segmenting - Events i.e. behavioural - Attributes i.e. demographics - Email Activity i.e. engaged, lapsed - Further customer insight: i.e. Support feedback
- 14. Onboarding (Welcome) Campaigns - Welcome emails Welcome emails generate between 50-60% open rates - Welcome emails are 50% - 86% more effective than email newsletters - Subscribers who receive a Welcome email show 33% more engagement with the brand, - Despite these numbers, just 57.7% of brands send Welcome emails to their newly subscribed users
- 15. Onboarding (Welcome) Campaigns What should Welcome messages do: - Introduce your brand - Set future expectations - Product/service features (filling the knowledge gap) - Potential offer to get them back to your website - Ask to socially connect or for referrals
- 16. Keep the conversation going
- 17. Retention & Waking Up Lapsed Subscribers The probability of selling to an existing customer is 300 - 400% higher than selling to a prospective customer.
- 18. Competitions - The chance to gain engagement & the opportunity to learn more about your customers - WIIFM? (what's in it for me?) Everyone needs a reason to do something - Your incentive doesn't always have to be money, just remember WIIFM - Make it easy. Entering needs to be pain free & the time for entering or filling in needs to be considered - Know your audience - is the prize what they really want? - Segmentation
- 20. Notifications - Useful information to enhance the user experience - Recommend related products - Offer a discount on future purchases - New feature, product notifications - Guide customers to take action
- 22. Milestones - Make customers feel good for an achievement - Positive reinforcement and giving a sense of progress - Reward with loyalty - Offer recommendations based on their behaviour - Personalised notifications i.e Birthdays - Ask for a review/testimonial
- 24. Social Proof - Social proofing is the one of the most power tools out there to re-engage your customers - If people feel other people are also making the same decisions as them it re-enforces the decision - Expert, Celebrity, User, Wisdom of Crowds, Wisdom of Friends - 77% of consumers say that word of mouth from family & friends is the most persuasive way to get information about new products and this is no difference for customers
- 25. Utilising your Happy Customers - 68% of millennials trust online reviews - 85% of consumers trust online reviews as much as personal recommendations - Reviews produce an average 18% uplift in sales - Customers who view user generated content show a 133% higher conversion rate
- 26. Product Updates - Make customers excited about new products/services - A chance to upgrade/upsell - Reward VIPs with early access, discounts - Focus on value and putting your customers in the spotlight
- 27. Surveys - Learn about your customers - Identify promoters and detractors - Use the data to further segment your lists - Don’t ask for to much information to often
- 28. Newsletters - Essential to marketing - Your newsletters and promotions should reinforce your customer life cycle. - Everything should be aligned - Use your brand voice, is your newsletter empowering or creating excitement? - Brand building and engagement - Ad hoc newsletters can create new opps and new life cycles by themselves
- 29. Newsletter Ideas - Round up of blogs/company news - Industry news - Company Heritage - Case Studies/Testimonials - Meet the team
- 30. Why a preference centre is a must post GDPR - Empower subscribers and manage marketing pressure - Make interactions relevant based on each persona - Identify key opportunities and drive revenue - Reduce churn and convert subscribers into loyal clients
- 31. Takeaways - Understand your customers persona and journey (map it out) - You need more than just a welcome email, carry on the conversation - Don't settle for the life cycle you have in place, constantly review and enhance it - There is a huge verity of content and types of engagement you can use - Post-GDPR a preference centre is essential for maximising engagement - Most importantly build trust, relevancy and engagement
- 32. Paul Hemsley Professional Services Manager @Pure360 6 years experience in services at Pure360 paul.hemsley@pure360.com Follow us - @paul_threesixty
- 33. Pure360’s Professional Services Who are we? • A team of specialists committed to helping our customer improve their results • Skills across a variety of different mediums • Creative Developers • Managed Service Consultants • Deliverability Experts • Professional Service Consultants • Data experts
- 34. Creating Emails
- 36. Fully Managed Services • Time or Resources low? • Don’t know where to start? • Want an expert to make sure everything runs smoothly? We tailor a package to suit your needs
- 37. Deliverability Services With so many variables, it can be hard to get a handle or where or how you can improve deliverability Deliverability Consultancy Services do just that • Overview of performance • IP health analysis • Review of sending domain • Content review • List health summary • Results over time • Engagement and open reach analysis • Actionable advice and suggestions to improve results
- 38. Service Packages • Full PureCampaign Automation Pack • Acquisition Optimisation Pack • Retention Optimisation Pack PureTargeting Customers • Post Purchase Optimisation • Web & Email Personalisation Package • Full Implementation Package’s to automate every stage of the customer lifecycle
- 39. Personalise your entire lifecycle Pure360 will use our experience to deliver ROI the quickest
- 40. Questions?
Notas del editor
- - So why is getting your customer retention strategy right so important post GDPR? - Because the large majority of us have seen reduced list sizes, even for customers, this means we have to ensure we get the most value we can from what we have. - This is coupled with the ever growing demand for more personalisation to keep our customers engaged and receiving the most relevant, content to drive repeat purchase, positive sentiment and brand loyalty. - With the ICO’s guidance on the lawful basis of Legitimate interest we need to ensure that the email content we are sending our customers is to: Build Trust, Relevancy, Engagement - With the aim to build long term relationships and reduce churn.
- Today we’ll be covering: The power of automations to increase customer retention and to drive revenue Introducing engaging welcome campaigns to add value from the start How to wake up your lapsed and unengaged customers - Why a preference centre is a must post GDPR - And Paul will be showcasing some of creative and managed services
- We offer a full marketing automation suite including being one of the UK’s leading ESPs, which includes a range of personalisation and single customer view solutions - We take our clients on a journey to help enhance the ROI from their email strategies - This is based around the email maturity model we developed and the managed services packages we offer.
- - Our Email maturity model is designed to help our clients increase the ROI they generate from their email strategies. We help them move through a strategic journey from being a broadcaster which is simply trying to reach as many contacts as possible with a blanket email - To a truly personalised approach, using segmentation, personalisation, intelligent time sending, which helps build loyalty, retention and a gives them a single customer view.
- - To set the scene let’s have a look at the importance of customer retention. A large percentage of marketers time is spent on customer acquisition, driving leads and optimising conversations, but as you can see… - it’s 25 x more expensive to acquire new customers than it is to retain existing ones - The average customer spends 67% more in their third year as a customer of your business than in the first year - 20% of customers of a given company are the source of 80 percent of the company’s profits 80% of consumers indicated they are more likely to do business with a company if it offers personalised experiences Therefore we can neglect the importance of having a solid customer retention strategy to further revenue growth
- Automations massively help team efficiencies, freeing you up time on having to manually email customers at the most opportune time, with the ability to scale your marketing efforts and outreach, by simply automating your customer life cycle emails. Communicating in real time to your customers is another big advantage, be this instantly welcoming your customers when they have first purchased, to emailing at crucial touchpoints throughout the customer lifecycle, which we will look at shortly. Automations can increase customer lifetime value and drive revenues, by offering a personalised service and content that resonates with them, increasing brand loyalty and more opportunities for them to engage with you.
- Firstly we have to understand that the customer journey is not liner and each customer has different expectations. Mapping out your customers journey is one of the most crucial tasks to complete before setting up your lifecycle automations, which touchpoints do you feel will bring the most value to both you and your customers and which type of content or interaction will bring the most ROI?
- The types of automations that we’ll be looking at are: Onboarding (welcome) campaigns to help create a lasting impression - Retention campaigns that are also going to help wake up those lapsed customers and keep your customers more engaged Notifications to contact your customers at crucial touch points, such as this great example from Asana, with a new feature notification, including a gif and a link to directly try the new feature Milestones are another important part of the customer lifecycle that you can automate, keeping in touch and giving the customer a sense of progress We will also touch on some important manual email campaigns to help with customer retention such as product updates, surveys and the
- Firstly lets have a look at customer journey that you can really add vale to and drive additional revenue streams. This journey could be implemented in any type of ecommerce purchase however this can also be implemented in non-ecommerce. A potential customer browses the range of holidays, however they abandon the site before they make the purchase. This could also be a non-ecommerce where someone downloads a brochure, signs up to a specific newsletter (this is where a preference centre really helps). You then send an incentive to encourage the purchase based on their preferences They make the purchase and then you can really add value to their experience, such as offering them car hire, added value products or services to help drive additional revenue. You can then add value to the customer by giving them useful information such as tourist guides, how to’s based on their specific purchase This is then a perfect opportunity to upsell for example upgrading the hotel suite or recommend complementing products or services It’s then time to give more useful information such as recommended restaurants or event a discount when eating out Leading up to their departure, send a reminder of flight times and wish them a good trip. This could also be a notification that their products have been dispatched, with added value items included in this notification Feed your customers useful information whilst they are on their holiday or days after they have received your product or service to ensure they are getting the most value from it When they have finished their holiday ask for feedback, this will be valuable to help enhance your offering in the future and ideal way to gain reviews and testimonials that you use in future marketing activities. As you can see there are wide range of touch points in the customers journey, so it’s certainly worth mapping out your customers journey and how you can engage throughout this
- In order to gain the most out of your customers journey you first need to understand your customer personas and start segmenting these into lists to provide personalised messages to these segments. As we previously mentioned it can be 20% of your customer base that gives 80% of your revenue, so it’s essential you know which segment this is. Your Champions are the customers that you really want to retain, these are the ones which buy often and spend the most, so these are the ones which will most likely be advocates so reward them with things like early access to products, special discounts and so on. Potential Loyalists are recent customers and spend a good amount of time engaging and have bought from you more than once. So make sure you’re recommending lots of additional added value products or service to turn them into Champions. With recent Customers you really have to start building the relationship with them much like we saw the example with Disney, so keep adding value to them, create that personalised experience and gain value feedback from asking for a review. At risk customers have previously purchased from you often but a long time ago, so make sure you have campaigns ready to reconnect, use passed data to create a smart way to re-engage with them. Customers that are lapsed or ‘About to Sleep’ have only brought from you a few times and not very frequently, help wake them up by sharing valuable content and discounts to re-engage them.
- Further segmentation can be done through their events such as behaviour, do they visit your website regularly i.e. your blog, do they not use a particular feature in your app, or have they not set the subscription to renew. These are all ways in which you can segment your lists to create personalised target messages. Attributes such as age, gender, geographical location can all be ways to further segment your customer lists to offer a more personalised experience. Using data such as email opens, clicks and customers that have not engaged for a while, can all be used inline with your personas to help gain more value from your customers. Delving into areas such as positive and negative feedback from support and customer surveys is ideal for further segmentation and personalisation
- - Welcome emails Welcome emails generate between 50-60% open rates - Welcome emails are 50% - 86% more effective than email newsletters - Subscribers who receive a Welcome email show 33% more engagement with the brand, - Despite these numbers, just 57.7% of brands send Welcome emails to their newly subscribed users
- Welcome emails are the ideal way to introduce your brand and benchmark your customers expectations. Set future expectations by telling a story and letting them know what to expect in the next instalment, give social proof to gain trust Onboarding new customers can be difficult so giving useful how to’s on product features, aftercare advice and filling in their knowledge gap can increase product or serve adoption Offering you new customers a discount on future purchase where they’re in the prime time of the buying cycle can also help drive up those revenues Asking your customers to connect on social such as Twitter gives you another channel to connect to be able to give diversity in the types of content they receive Also within your welcome series it’s an opportune time to incentivise referrals especially if you’ve received a positive review
- Here’s a few examples of the email welcome sequence from Nomads Firstly they give a clear and concise message on what their company aims and brand values are to make a connect straight away with their new subscriber or customer Following this, they install trust with social proof of happy customers and ask the subscriber for feedback in which they can further enhance the experience they provide The 3rd email gives more insight into their brand to further install confidence to encourage a repeat purchase and enrich the gain further trust from the customer These welcome sequences can take the customer on a further journey and we have some great blogs on our website showing further examples
- We’re now going to look at further types of retention emails, which can also help wake up your lapsed subscribers. But firstly here’s an impress stat: The probability of selling to an existing customer is 300 - 400% higher than selling to a prospective customer.
- - Competitions are a great way to re-engage with your customers, especially your lapsed customers, giving the chance to gain engage & the opportunity to learn more about them - WIIFM? (what's in it for me?) Everyone needs a reason to do something, so give a clear benefit for entering and your incentive doesn't always have to be money, just remember WIIFM, you could even include everyone that enters gets a discount regardless of if they win. - Make it easy. Entering needs to be pain free & the time for entering or filling in needs to be considered, you can even include a few additional fields in order to profile your customers further - And know your audience - is the prize what they really want? Try a range of competitions segmented to the users prefrences to gain more engagement.
- Here’s a few examples engaging competitions See how Hollywoodbowl are using a date based competition, which includes uploading your Chewbacca impression, this not only is fun but will give them a wide variety of new content they can use in their upcoming marketing campaigns across email and social. - FatFace’s competition includes a variety of prizes to cater for a range of personas and segments to capture the attention of their audience. - Ikeas competition not only encourages them to take action through the email but also instore action through their loyalty scheme, this is a great way to combine online and offline engagment.
- Notification are an ideal touch point to keep your customers engaged These should be timely and useful notifications throughout the customer lifecycle, be this to recommend new products, services or features once they are launched. Notifications of how to’s, their delivery is on route, renewal emails notifications should be specifically used to guide the customers to take action and for you to direct them on a journey to enhance they experience and brand loyalty.
- Here are a few examples of notification emails. Chipotle’s pick up notification, combines a number of different useful pieces of information such as pickup time, directions and can also be used as a receipt. A number of useful pieces of information rolled into one. Teespring’s notification helps awaken lapsed customers by giving them a round up of their progress and encouragement to return and launch their next campaign. Moo have a simple count down notification to encourage urgency And Hired notify the customer the progress of completing their profile, helping encourage completion by shoing some of the top brands that are currently recruiting.
- Mapping out the milestones in your customers lifecycle can work hand in hand with notifications and work well to give your customers a sense of achievement and give them a sense of progress. Creating milestones such as the amount of time they have been a customers, number of products they have bought, when they last purchased from you or giving them a discount on their birthday, all helps maximise engagement and strengths customer retention. Milestones are also the ideal way to build customer loyalty and the perfect opportunity to gain feedback through a review or survey.
- LandsEnd are a great example of using Milestones, by rewarding customers on their Birthdays with a discount, giving a personalised experience and connection between their brand and the customer. Whereas Overstock are asking their subscribes to add their birthday in their preference centre in order to receive a birthday surprise. This could be an ideal email to send at the subscribes first month on your list, so set these milestones in which you would like to engage with your customers. You’ll also see Starbuck are encouraging customers to recommend a friend and both be rewarded, again add content like at specific milestones in your customers life cycle, to gain referrals and increase customer engagement.
- - Building a resource of positive customer testimonials has never been more essential as social proofing is the one of the most power tools out there to re-engage your customers - This is because if customers feel other people are also making the same decisions as them it re-enforces the decision to purchase and this is no difference with re-purchasing. Working with industry experts, influencers and happy customers to build trust, is a sure-fire way to help strengthen your customer retention We can see this as 77% of consumers say that word of mouth from family & friends is the most persuasive way to get information about new products - and this is no difference for customers
- Here are some great statistics proving that it should be a top priority to gain and utilise positive customer feedback to use within your ongoing marketing activities. - 68% of millennials trust online reviews - 85% of consumers trust online reviews as much as personal recommendations - Reviews produce an average 18% uplift in sales - Customers who view user generated content show a 133% higher conversion rate
- - Keeping customers up to date with your latest products or features, shows progress, get them excited and a way to upgrade/upsell to increase spend from your existing customer base. - Basing your segments on your customers personas gives you the opportunity to reward those Champion/VIP customers, giving them early access to features, new product lines whilst giving them a sense of importance and putting them in the spotlight.
- - Another important part of the part of your customer email life cycle should be Surveys this will give you deeper insight into your customers perception of your brand, products or service offerings. Not only is the information gathered from these useful for fine-tuning your offering and uncovering areas for further development, but it can also uncover advocates of your brand that you for testimonials and a change to segment your lists for further personalisation. It’s best practice not to ask to many questions at once do try and incorporate these surveys over a sustained period of time to further profile your customers, helping to enhance personalisation.
- We cant forget the importance of keeping your customers up-to-date with your newsletter This is an essential part of your customers lifecycle to keep your brand at the front of their mind and aware of the latest news and developments of your business. These should be aligned with your brand values and really be the voice for building your brand and maintain ongoing engagment.
- - Here are a few examples of ideas for your newsletter, try and keep them high level and impactful, here are a few ideas of the types of content you can include: A round up of blogs/company news to keep customer in the loop with your latest developments and strategic advice Industry news to become through leaders and the go to source of news in which your customers will want to return to again and again - Showcasing your company heritage can reinforce your brand values, showcase your companies experience within the industry and document an ongoing story that your customers will want to follow. Including Customer case studies and testimonials can be a great way to showcase others success, especially if your segmenting your lists and looking to upsell existing customers using social proof from others who have already had success from the product or solution your trying to sell them. - Making the relation ship between you and your customers has never been more important in order to build long lasting relationships, Meet the team is a perfect way to help build these bridges, allowing your customers to put a face to the voice they may only hear over the phone, or a great way to showcase your talent and expertise in particular areas of your business.
- - A preference centre is the ideal way to ensure your customers receive the most relevant personalised content from you. Giving the power back into the hands of the customer to decide which content they would like to receive, will help increase engagement, identify new segments to target, with the key aim to reduce churn and retain your customers longer.
- - Understand your customers persona and journey (map it out) - You need more than just a welcome email, carry on the conversation - Don't settle for the life cycle you have in place, constantly review and enhance it - There is a huge verity of content and types of engagement you can use - Post-GDPR a preference centre is essential for maximising engagement - Most importantly build trust, relevancy and engagement
- Designs and builds reusable email templates or totally bespoke email campaigns for our customers Design ands build bespoke landing pages or preference centres Offer strategic advice on email design to help improve email performance, so making recommendations on the emails our customers send Then Managed Service Consultants Configure advanced platform functionality, saving you time and resource while still ensuring you reap the benefits Manage day to day email campaigns to help with busy periods or fully manage your email program as an extension of your marketing team Deliverability Help to improve deliverability through reviews of your program Professional Services Consultants Project Manage full packages to ensure all the teams work together to deliver the end results
- So I wanted to start with some inspiration around email design, it can be tough spotting areas for improvement so a number of customers allow us to design templates for them 31% increase in CTR from our design here, up to 72% increase for other customers “Young Epilepsy” It shows that a fresh perspective can really help to engage your database
- Preference Centre’s don’t have to be boring tick boxing exercises for the consumer. Make them as interactive as possible while still providing real value and insight Ram – find out what type of email they want, includes a interactive map so they can find out where in the country people want to attend their events and images of the artists on their roster, to ensure their subscribers get notified of any new releases Motorsport vision – again they use strong imagery to find what type of racing, what era = classic, modern etc… and again what type of emails the consumer wants. Having images around these is engaging and far more likely to encourage someone to complete Travel company we work with– find out locations, holiday types, frequency of holidays and departure airports.This allows them to carry out really in depth targeting and profiling of their subscribers. Why send an email of offer from Glasgow when they are close to London and vice versa. By capturing holiday frequency, they know who are likely to be bigger spenders and can target them more frequently or with more expensive holidays
- Onto managed services, these are often totally bespoke offerings to cater for individual customers need, whether it’s filling in as you’re low on resource, or fully managing your entire email program. A couple of examples, so With innocent, we run a bi-weekly campaign for them to ensure everything runs smoothly, they work to very tight deadlines and with us in control, they know this can be achieved with minimal fuss We work with another customer in the B2B space, and for them we run a complete managed service for them. We create 17 emails and send 51 campaigns across 3 timezones every month. They utilise a to find out what areas of the business their resellers are interested in. Using Dynamic Content, we only serve relevant information to their subscribers. They also have a bespoke monthly report completed each month on the first
- If subscriber numbers have dropped after GDPR, it makes it even more important to treat deliverability seriously. We offer a few options around this too: We offer a deliverability audit and report with actionable suggestions for improvements to your program We also have option to manage the remediation for you if a serious issue is identified For example, we’re working with a customer at the moment that was having real problems delivering email to Microsoft domains and this was about 30-40% of their subscriber base, over 70% of this traffic was being blocked, but with our analysis and services, we’re delivering back above 99% and have engaged an extra 65% of their Microsoft contacts. With over 200k of these it’s been a real win for the customer and a real success story
- PC Full Automation Pack – includes design and implementation of the customer journey Luke mentioned earlier, to Acquire and nurture new subscribers, and more importantly to retain subscribers and keep them engaged, along with the preference centre to enrich the data you hold. AOP – if you struggle to engage new subscribers – we can analyse existing customer journey, implementation of sign up form, welcome, nurture emails and implementation or these emails at recommended intervals ROP – If you’re challenged by customer churn, this is the pack for you. We analyse data around when subscribers drop engagement with your program, then design and implement a multi step journey to keep them engaged
- So this is a simplified lifecycle, you can see someone signs up, we confirm opt in, send a follow up email a few days to capture preferences, entice them back to the website with product recommendations. They cart a pair of trainers but don’t buy, we trigger the abandon cart message, they come back and buy – we trigger an upsell email a week later. We can then trigger different emails if they continue to come back and purchase, or after a set time send them a lapsed purchase email enticing them to convert again