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 you
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Jonny Davies - OTE Birmingham - Re-target Re-engage & Reap the Email ROI
- 1. Re-target, re- engage, reap the email ROI 11th September 2013 Account Director – Jonny Davies
- 2. • Why re-engage? • Re-engagement and content • Re-engagement and data • The multi-channel approach • Create brand loyalists What’s on the Agenda?
- 4. • Lifetime of product • Your customer lifecycle • Your brand • How were you found? Understand Engagement
- 5. 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
- 6. • 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
- 7. 2012 has proven that email is very much still king; achieving the highest ROI compared to any other channel, as well as the following 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”
- 9. 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
- 10. • Know your content • Incentivise recipients with a special offer – perhaps* • Subject lines – be audacious! • Serialisation • Ask them what they want! Re-engagement and content
- 11. “Win two First Class train tickets for just staying in touch!”
- 12. “Do you still want to hear from us?”
- 13. 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!
- 14. “We have a Katie shaped hole in our lives”
- 15. 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
- 18. • 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
- 20. Consider Social Media Channels
- 21. SMS
- 23. “An ounce of prevention is worth a pound of cure” Benjamin Franklin
- 24. Start Strong & Serialise
- 25. Create a Club
- 26. Post Purchase Love “Kayleigh, thanks for your visit, we’d like to treat you to a bottle of wine”
- 27. 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!
- 28. Any Questions?
Notas del editor
- Stop spending money on emails unnecessarily - if they’re not interested in your product/servicethen what’s the point in emailing them?Save money on your overall marketing strategy because it’s cheaper to re-engage a customer,than to lure in brand new ones
- Positives – Clicking to open the email in the inbox,Senders’ presence in address book,Recipient loading the images,Inbox being set to always load images from particular sender,Replies,Forwarding,Marked as ‘not spam’Negatives –Marked as read without opening,Deleting without opening,Deleting after opening,Ignoring altogether,Marking as spam,High number of hard bounces,High number of repeat soft bounces,Junked for content75% of mail reported as spam by Hotmail users is mail that Hotmail defines as legitimate mail. But they understand that it doesn’t matter that this is legitimate, that it’s opt-in, that it’s not spam. It’s still mail their users don’t want.Keep re-engagement strategy separate from your day to day sending – different profile, domain and IP pool.Soft bounce analysis..
- Senders can then carry on as usual with the engaged but send more appropriate content to the un-engaged. For example,there is no point having great images and a great offer in the content, when a recipient group aren’t opening the emails.Instead try something different i.e. the subject line and safer content just to get the email opened and hopefully theimages loaded.
- The good news is this doesn’t necessarily have to be all new content, take a look at your reports and find out what emailgot the highest open rate or do some analysis of what links are the most clicked on. If this content is on your website thenfeature it in the re-engagement email you’re going to send, there’s no need to create new content unnecessarily.However you also need to be aware of the content that doesn’t work for you so you aren’t targeting your un-engaged listwith that. You may think your latest blogs are great but if they’re not getting click throughs then what’s the point in includingthem in your emails? If you active recipients aren’t interested then the chances are your inactive recipients won’t be either
- Adding in a ‘click no’ option often makes people click ‘yes’ – it’s a psychology thing
- After 2 yrs you should think about ditching data.However…
- 1) Engaged recipients are far more likely to provide you with information about themselves.2) A key time to ask for this information is when they are online filling in a form already. This does not mean that you shouldmake your forms really long, you can ask for extra data more subtly.3) Another technique is to add another form onto the thank you page of the first one. Explain why you are doing this - makingsure you’re only giving them relevant communications and in the manner they’d prefer - or you can offer an incentive, 10%off next shop or some additional content. Make sure you’re not asking for too much more data, just a few fields and reassurethem that this information will better their experience with you. You’d be surprised how many people are happy to give thatbit more.
- JD- Add video example
- Helps grow listCollects & corrects email addressesHelps to re-engage and get the open as linked to competition activity – Thanks for your entry eg.So’ton Airport?
- Welcome emails are generally the most read email that you will send and this is because it’s when subscribers are at the most engaged. Perhaps they’ve just purchased, just signed-up, just become a customer – whatever the entry point, they are bought into your brand. For now.So make the most of it, spread your welcomes over a series of emails and not just 1 (or none!) this means you are making the most of the opportunity and capitalising on their engagement levels. Sell the value first then sell the product and consider a first purchase follow-up as repeat orders make for a longer lifetime value.examples