Date post: | 08-Jun-2015 |
Category: |
Technology |
Upload: | bluewire-media |
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Email Content, Growth & Segmentation Strategies
Acquisition, Retention & Growth
Acquisitionenews registration process
1. User locates the register area on the website
2. Register for the enews via a
web form
3. Thank you for registering page
appears
6. User receives their first
automated welcome email
5. User hits confirm and are
directed to a confirmation page
4. The subscriber receives a
confirmation email
Step 1. First email
Step 2. Registration web form
Step 3. Thank you page with ‘refer a friend’ link
Step 4. ‘Refer a friend’ web form
Step 5. Thank you page
Step 6. Friends email
• Clearly identify customer expectations and why email?
• Implement a dedicated enews registration process
• Audit your existing assets and think laterally about how you can acquire new contacts
Acquisition‘take home’ summary
Case Study - RetentionKeeping your prospects engaged via email
4 Rules of thumb
Live. Work. Shop. Invest
RetentionThe Purchase Cycle &
Electronic Direct Mail (EDM)
Online Registration
Purchase with Stockland
Re-purchase investment property
EDMs
1. Database purchase
2. Referral emails
EDMs
1. Welcome note
2. Targeted product messaging
EDMs
1. Thank you note
2. Post-purchase service + product messaging
Case Study: Apartment purchase with Stockland
Pre-purchase (3-9 months)
Post-purchase (1-10 years)
RetentionRule 1: EDM Creative Layout
Points to consider
•Email notification description
• Identifiable Sender name
• Personalisation
• Menu
• Emotional connections through images
• KISS
RetentionRule 2: Segmentation & Relevance
Example Segmentation
Investment EDM
• <$600k
• $600-750k
• >$750k
3. Communications Plan & Sales Buy-in.
• Combination of promotions
• Newsworthy stories & buy-in
4. Part of the Promotional Mix
• EDMs don’t work in isolation
• Link with website and other tactics
RetentionRules 3 & 4
RetentionTake Home message:
4 Rules of thumb
1. EDM Creative layout (KISS)
2. Segmentation & Relevance of content
3. Communications Plan & Sales Buy-in – combination of promotions & newsworthy stories
4. Part of the Promotional Mix
Case Study: Apartment purchase with Stockland
Case Study - GrowthSend to friend initiatives
Dicksmith.com.au
• Opt-in form with minimal capture on all pages
• Capture of email with every purchase
• Exclusive offers for email marketing members
• Include a “Send to friend” mechanic for viral spread
• Choose prizes based on consumer buzz e.g. the iPhone
• Competitions, competitions and more competitions
How has Dick Smith grown their database?
Send to friend initiatives 1. Banner Ad2. Landing Page3. Web Confirmation4. Send to Friend email
1. Send to Friend form2. Web Confirmation3. Send to Friend email
Results
• 8,502 Entries
• 3,708 Send to Friends
Top 3 Take Home Messages
1. Build loyalty through pushing exclusivity e.g. Competitions, competitions, competitions
2. Mine your data– Who are your VIP’s?– Which customers are engaged?– Send relevant targeted emails
3. Include a “Send to Friend” mechanic!