email customer lifecycle 2011 - win back:re-lighting the flame
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The Global SaaS Leader in Relationship Marketing
www.emailvision.com
Re-lighting the flame
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Tim WatsonTwitter: @tawatson
22nd November 2011
www.emailvision.com
Some of our 3000 + clients
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Win-back objectives
● Increase revenue● Avoid deliverability issues● Gain insight for causes for dis-engagement
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Who is inactive?
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Email inactive
Valuable contacts
How to separate the inactive and valuable from the truly inactive?
How to win-back and return to email engagement?
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Users don’t always respond with a click
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Source: DMA Email Tracking Study 2011
When you receive an interesting email, please select up to three most likely actions you would take from the list below?
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Nudge effect
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Source: AlchemyWorx
● £70,000 generated by subscribers who had not opened or clicked on the previous 25 to 40 emails – it was a great offer
● 14% of 2008 revenue and 7 % of 2009 revenue generated by subscribers who did not open or click at all in 2007
Mailed non-openers
Not mailed
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When?
● 3 months?● 6 months?● 9 months?● Depends on product or service type● What is normal email interaction frequency?● What is normal purchase frequency?● When possible segment based on purchase history
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Win back strategy
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Phase 1Insight
Survey
Phase 2aWin-back
Phase 2bWin-back followup
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itravel2000 phase 1
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Email body
Landing page
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Results
● Open 3.6% and click 2%● Customers once responsive, are more responsive
● x2 difference, between once active and never active● 80% of respondents clicked “I’m happy with the emails”● Even split in responses to:
● My situation has changed. I no longer intend to travel● I'm not interested in any travel emails● I would like fewer emails● itravel2000 offers don't interest me● I prefer other companies● None of the above
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How to reach in-actives?
● Change your● Tone● Format● Message
● Be transparent and honest
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itravel2000 format test
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Same subject lines and body copy
Non-graphical formatted HTML text achieved 21% higher click rate
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From name
● Hypothesis - Filtering on the display from name?● Test of the friendly name not email address
● Normal from name tested again CEO’s name.● Results
● Change in from name increased opens 33%● Survey clicks increased 0.8%● Unsubscribes increased 150%
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Competition incentive
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Subject line:Firstname, your next click could land you $200
Subject line:Are we welcome in your inbox?
Open rate increase: 28%Click response: same
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Feedback comments
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● I am pleased with the emails from itravel2000 informing me of discount travel opportunities. I have personally saved a lot of money by booking vacations through itravel2000. Thanks
● i love your website!, you save me much more than just time; allowing me to book hotel car etc at once, you also allow me to save MONEY!
● I have been using your company couple times. Everything was good. Especially good deal in first days in January. Thank you very much!
● My trip to Cuba was booked through Itravel2000 this past spring and everything was great! I've been traveling to this country for the past 7-8 years and will continue to do so as long as I am able. I'd love to receive information on any deals you may have for here as well as other southern destinations. Thank you!
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Phase 2 – Two or three choices?Invite the breakup
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Phase 2 – Subject lines
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Results
● Click response rate 4.4% (phase 1&2 total 6.4%)● ‘Win an iPad, tell us if we're still welcome in your inbox’
● Total responses reduced by 35.5%● Absolute number of customers verifying opt-in decreased by
28%● Prompting the breakup - ‘no more offers’
● Overall response increased 16%● Absolute number of customers verifying opt-in same● Absolute number of customers unsubscribing increased 353%
● Follow up urgency email had 47% response rate of first email● Conclusion
● Win subject lines results in less verified opt-ins● Prompted unsubscribe not detrimental. Only removed those
who didn’t want to stay anyway.
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www.emailvision.com
Overall results
● 5.5% customers responded “don’t change” ● 1.7% customers would prefer monthly email● 13% customers opened/clicked emails post win-back
● Nudge effect of win-back
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Opodo win-back
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● £20 flight voucher incentive● Reminder of Opodo benefits● Option of alternative channel
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Opodo – subject line test
● Is this goodbye?
● Aren't we good enough for you? Let us change your mind.
● Some good reasons for why you should stop ignoring us
● We miss you
● Was it something we said…?
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Highest open rate: ‘We miss you’Highest click rate: ‘Is this goodbye?’
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Now what?How to handle those still not responding?● No deliverability issue?
● Keep communicating. Still a few % revenue potential.● Danger of low ISP engagement rating?
● Low opens and clicks, high spam complaints?● Remove never opened/clicked, oldest subscribers first● Reduce frequency to more recently engaged.
● Historically uncertain list hygiene and data source management?● Remove never opened/clicked or not opened/clicked in last
18 months● Reach out through another channel
● Previous high value via telesales● SMS● Social media
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Open & click impact analysis
● Take a typical database with 50% of customers neither opening nor clicking
● If frequency is reduced such that only 1 in 4 emails are sent to inactive customers, then campaign open and click metrics increase by 60%● For example, 10% open rate increases to 16%
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www.emailvision.com
Takeaways
● Don’t ignore or blindly remove customers who don’t open/click● That throws away revenue
● If the message isn’t working● Change it!● Use incentives but don’t oversell
● Test and optimise – always● Whatever your result, it can always be improved
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Contact details
www.emailvision.com
Emailvision UK LtdLynton House7-12 Tavistock SquareLondon WC1H 9LTUnited Kingdom
Tel: +44 (0)20 7554 4500Fax: +44 (0)20 7554 4501