© e-Dialog Inc. All Rights Reserved.

Win-back Campaign Examples

© e-Dialog Inc. All Rights Reserved.

Tuesday 22nd November 2011

James Beauchamp – Strategy & Analytics Lead

e-Dialog International

Reactivating In-active Subscribers

Have not engaged with email,

website or other platform in X

days

Have never engaged

Reactivating Lapsed/In-active Purchasers

Haven’t purchased online or in-

store from you in X days.

Never purchased

Reactivating Undeliverable Opt-ins

Have asked to receive email but

for some reason it cannot be

delivered

Agenda

Win-back Examples TJ MAXX

Take Away

Last chance!Reactivating in-active

subscribersReiterate the benefits of

subscriptionWIIFM?

Deadline to add some urgency“TODAY” is perhaps a little

harsh

Requires Positive action from subscriber

What happens after last chance?

Stop mailing altogether?Increased results,

save costs on CPM>opportunity costs?

Mail less?Still not good enough? Alternative channels?

Win-back Examples Bed Bath & Beyond

Take Away

Two-touch sequenceIncentive, then last-chance

Reactivating in-active subscribersInclusion of deadline again, more

explicitGood call out to benefits of

subscription

Could be leveraged:• Improvements to

online store• In-store savings

Win-back Examples Confused.com

Take Away

Targets people that have not interacted with the website.

Cherry pick your win-back target: Based on policy renewal

date

Cash Incentive

Call out to benefits of using Confused.com

Excellent accessibility/best practice

Win-back Examples British Airways

Take Away

Encouraging non engaged, non-

purchasing subscribers to buy

Less overt messaging

Cash and % off incentive

Inclusion of deadline

“Final Call for passenger

Beauchamp”

Win-back ExamplesDell

Take Away

What do people want to receive?

Why aren’t they engaging?

Ask them!

“Win a laptop – open for your chance!”

Hosted web-based survey

Give them ownership & involvement in the

programme

Be prepared to change

What content/products would you like to see featured?

How often would you like to hear from us?

Why have you stopped opening our emails?

What does “Undeliverable Opt-ins” mean?Subscribers on your base that are opted-in but are marked as

undeliverable due to either a Hard or Soft Bounce.Many of these undeliverable addresses could be active,

engaged customers who would love to hear from you!

Win-back ExamplesReaching Undeliverable Opt-ins

Getting Back in TouchIn order to re-engage with customers

we must look to alternative channels of communication. Direct MailSMSTargeted post-log in bannersIn-app messaging

Use Dynamic Print to reach previously un-

contactable fans and encourage them to

update their profile information through a

personalised URL

Dynamic print brings together the best of both

print and online worlds; an eye catching

tangible marketing piece and a precise data

capture tool.

Include QR code to help simplify the journey

between postcard and website.

Win-back ExamplesDirect Mail

How can we fix the problem?

10

Where appropriate permission has been

obtained, use SMS to encourage subscribers

to update their details

More cost effective than Direct Mail

May offer a simpler user journey than Direct

Mail.

Can still include a personalised URL within

SMS to pre-populate subscription

centre/update web form and facilitate

tracking.

Win-back ExamplesSMS

Win-back ExamplesNFL

Take Away

– 88k in-actives sent personalised postcard

– Fans were encouraged to visit NFL.com to update their email

address.

• The URL directed fans to a simple custom web form to

allow them to submit updated details.

Welcome back email deployed immediately

On-boarding programme begins

How can we fix the problem?

12

• Who are our target audience?

• What is the desired response?

• What do we know about our in-actives?

• What else can we learn?

• What’s in it for our subscribers?

• What happens after Win-back?

Summary

© e-Dialog Inc. All Rights Reserved.

Thank you!

Any questions?

© e-Dialog Inc. All Rights Reserved.