• Why re-engage?

• Re-engagement and content

• Re-engagement and data

• The multi-channel approach

• Different types of loyalty

What’s on the Agenda?

• 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

• Big 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 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”

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 and serialisation

• Ask them what they want!

Re-engagement and content

“We have a Katie shaped hole in our lives”

“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!

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

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

Consider Social Media

SMS

“An ounce of prevention is worth a pound of cure”

Benjamin Franklin

Start Strong & Serialise

Everyone Loves Feeling Special

“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!

Come and see us! Stand 470