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