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Email in the Driver’s Seat: Driving Traffic & Building Customer Loyalty

Whitney Hutchinson, Strategy Director, Avenue A Razorfish Steve Webster CSO, iPost Steve Emory President, NetworkDirect. Email in the Driver’s Seat: Driving Traffic & Building Customer Loyalty . EMAIL IN THE DRIVERS SEAT. Reactivation (focusing on a specific target).

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Email in the Driver’s Seat: Driving Traffic & Building Customer Loyalty

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  1. Whitney Hutchinson, Strategy Director, Avenue A Razorfish Steve Webster CSO, iPost Steve Emory President, NetworkDirect Email in the Driver’s Seat:Driving Traffic & Building Customer Loyalty

  2. EMAIL IN THE DRIVERS SEAT Reactivation (focusing on a specific target) Loyalty (communicating with most important segment) Promotion (casting a wide net) MEASUREMENT COMPLIANCE

  3. Whitney HutchinsonStrategy Director Avenue A Razorfish

  4. More and more email is used to drive actions outside of direct sales online sales.

  5. COUPONING

  6. EVENT PRODUCT TRIAL STORE TRAFFIC EVENT COMMUNITY BUILDING

  7. ACTIVITY PRODUCT TRIAL

  8. BRAND INTERACTION LEAD GENERATION

  9. Steve WebsterCSOiPost

  10. Typically the same people are your clickers each mailing 60% to 80% of your list is unengaged, inactive subscribers Acquisition is usually much expense than reactivation …making reengagement a great option for growing your email channel! REENGAGEMENT FOR GROWTH

  11. Identify your unengaged subscribers Strategize why they left Craft reengagement mailing High margin, heavily discounted item “Come back” mailing with reward Mailing triggered by behavior in another channel: web visit, store purchase REENGAGEMENT PROCESS

  12. Use historical email & purchase behavior Subscribers who haven't clicked, opened, or purchased in a while IDENTIFY UNENGAGED SUBSCRIBERS Make list

  13. Merge together inactive subscriber lists Suppress your reengagement mailing list from your usual list Automate your reengagement campaign if possible MANAGE REENGAGEMENT LIST

  14. As they reengage, move subscribers back onto your main list MEASURING REENGAGEMENT

  15. Steve EmoryPresidentNetworkDirect

  16. 80% of a store’s customers live or work within a 3 mile radius Customers are “local” and want to get email Ask permission and you will receive WHY LOYALTY MARKETING WITH PERMISSION EMAIL ?

  17. Integration of direct mail, permission email, web site with retail stores Planet Smoothie: “What’s Your Escape? Sweepstakes” Geo-targeted direct mail built store traffic from residents within a 1-mile radius of stores Direct mail postcards in isolated, secondary markets Sweepstakes promotion; sign up in-store, Web SWEEPSTAKES AND LOYALTYCase Study

  18. Multi-channel promotion Expansion on What’s Your Smoothie theme Results: Database doubled in 60 days Captured birth dates for database enhancement & loyalty program 70% in-store signup, 30% downloaded entry form online “What’s Your Escape?” Sweepstakes

  19. Moe’s Southwest Grill: “Database List Building” In a rapid (store) growth environment Doubled the database size in 3 months by making it easy for franchisees to submit paper news. subs Big boost to catering business; 40% click thru Integrated web portal for local store marketing by ea. individual franchisee IN-STORE LIST BUILDING AND LOYALTY

  20. GIFT CARDS AND LOYALTY

  21. CONTESTS AND LOYALTY

  22. Paid Search 49% Email House List 47% Search Engine Opt. 45% Ads in e-newsletters 13% Rented e-mail lists 11% *Source: Marketing Sherpa 2007 Ad Tech Survey 2007 Survey*: What Delivers Great ROI

  23. Steve Emory President NetworkDirect swe@networkdirect.net 215-396-2212 Thank You! • Steve Webster • CSO • iPost • steve@ipost.com • 415-382-4000 x103 • Whitney Hutchinson • Strategy Director • Avenue A Razorfish • Whitney.hutchinson@avenuearazorfish.com • 206-816-8433

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