email customer lifecycle 2011 - win back: case study - screwfix

Case Studies

Re-lighting the flame, tested email strategies to win-back

Susan Young, Digital Retention and Communications Manager, Screwfix

The Simple Bare Necessities

Email Customer Lifecycle Series: Win-back

Email Customer Lifecycle Series: Win-back

DEFINITION – TIMESCALE - RELEVANCY - MESSAGING

What defines a non-active customer/ recipient?

No purchase for (x) time?

No visits for (x) time?

No clicks on email for the last (x) emails?

No email opens for the last (x) emails?

Multiples of the above?

Define who your

inactives are

Email Customer Lifecycle Series: Win-back

DEFINITION– TIMESCALE - RELEVANCY - MESSAGING

When is the right time to speak to your inactives?

9 Months?

6 Months?

3 Months?

3 Weeks?

Define timescales

Email Customer Lifecycle Series: Win-back

DEFINITION – TIMESCALE – RELEVANCY - MESSAGING

How will you be relevant to all your inactives?

Incentive?

Personalisation?

The list is endless

Purchased / browsed products?

New services?

Know what content is relevant to

your recipients

Email Customer Lifecycle Series: Win-back

DEFINITION – TIMESCALE – RELEVANCY - MESSAGING

Relevancy – new service available to you

(This email was sent to lapsed customers within a certain drive-time of any of these branches)

SCREWFIX EXAMPLE

Email Customer Lifecycle Series: Win-back

We recognise that you’ve already bought this product (notice that this is not the primary message)

…and what benefit this provides in saving you money

DEFINITION – TIMESCALE – RELEVANCY - MESSAGING

SCREWFIX EXAMPLE

Email Customer Lifecycle Series: Win-back

DEFINITION – TIMESCALE – RELEVANCY - MESSAGING

What messaging will you use?

We’re sorry…

What did we do to upset you?

Hello, I’m oblivious to the fact that you’ve gone….

We’ve changed….

Did you know …we provide everything you need?

Know what messaging will work for your

recipients

The main message is about how you can save money

Email Customer Lifecycle Series: Win-back

We recognise that you’ve already bought this product (notice – this is not the primary message)…and what benefit this provides in saving you money

We’ve highlighted the savings you can make

Can we interest you in more products….

….after all, we know you like the brand

REMEMBER THIS?

Email Customer Lifecycle Series: Win-back

NOW THAT YOU KNOW THE FUTURE OF YOUR WIN-BACK PROGRAMME….

Let’s start with the basics

Test timescales

Don’t forget to test subject lines…

Test relevancy/ incentives

Test messaging

Segment your database into active & inactive

Email Customer Lifecycle Series: Win-back

NOW THAT YOU KNOW THE FUTURE OF YOUR WIN-BACK PROGRAMME….

3 case studies from Screwfix

Email Customer Lifecycle Series: Win-back

Messaging –slightly apologetic

Friendly…we’ve missed you

Incentive

…with limited timescaleMore reasons to come back

Call to action

Join us, we can be where you are…

We’re big, others like us…

BASIC WIN-BACK EMAIL – case study 1

73% higher open rate than blast email

Email Customer Lifecycle Series: Win-back

BASIC WIN-BACK EMAIL – case study 1

85% higher conversion rate than blast email

Sales increase per send by 33% (compared to blast email)

64% higher open rate than blast email

Email Customer Lifecycle Series: Win-back

72% higher conversion rate than blast email

Sales increase per send by 31%

BASIC WIN-BACK EMAIL – case study 2

61% higher conversion rate than blast email

Email Customer Lifecycle Series: Win-back

51% Sales increase (versus same email without voucher)

38% higher open rate than blast email (subject line: Reminder – Only 3 days left to get £20 off)

This incentive reminder sat at the top of the blast email

NOTE: Recipients who have redeemed must be removed from this email send

BASIC WIN-BACK EMAIL – case study 3

Email Customer Lifecycle Series: Win-back

Begin with the bare necessities…and see just how may customers you win back

Thank you for listening – Any questions?