Today I read an interesting article on the Email Experience Council website that prompted me to consider whether win back programs are "smart marketing or a failure of strategy". There are some interesting debates on both sides. I agree that... More

Today I read an interesting article on the Email Experience Council website that prompted me to consider whether win back programs are "smart marketing or a failure of strategy". There are some interesting debates on both sides. I agree that marketers should be more focused on early and sustained engagement tactics so they don't have to build strategies to win back lost customers, but the reality is that most email lists contain a significant portion of non-responders.
 
In my opinion, the right lifecycle marketing approach is a combination of consistently delivering relevant content in your ongoing communication, and then testing the introduction of periodic "win back" campaigns to re-engage dormant customers.
 
For me, the first step in understanding why customers go dormant is to evaluate general consumer buying behavior, and then build test strategies to learn how you can influence response. I'm an avid online shopper so I use my own buying behavior as a barometer for average customer behavior. Like most consumers, my online buying peaks around special events: Mother's Day, back to school, Christmas, birthdays and seasonal weather changes. But I'm also always looking for a good deal, and I frequently respond to well-timed win back promotions.
 
Here are some tactics that work for me:
 
1) Continue sending me offers even when I'm not actively shopping
I usually send flowers to my mother-in-law on her birthday every year, so I appreciate the annual reminders from ProFlowers to place my order. The rest of the year I'm not paying as much attention to their emails. That doesn't mean I don't want to shop with them anymore, it just means it's not relevant to me right now. The "3 day surprise" message ProFlowers sent this week caught my attention and is a good example of how to maintain engagement with customers even when they aren't actively shopping with you.

Note: You need to test frequency of messaging to your non-responders. You will probably find pockets of old non-responders that do not produce enough revenue to justify ongoing mailing costs. Well executed tests will help you find the right targeting balance to produce a positive ROI.


2) Tell me you miss and appreciate me
This win back message from Steven Madden gets right to the point. The subject line was "We miss you so here's a gift just for you." The offer is compelling, it feels sincere, and it gives me a great reason to shop again.











3) Give me some options
As part of their comprehensive lifecycle marketing approach, HP has implemented a multi-message revival program to win back old non-responders. One of the messages in the series addresses the subject of continued messaging and gives the consumer the prominent option to unsubscribe. This message series serves dual purposes. It re-engages some old non-responders and generates incremental revenue, but it also helps cleanse the list of subscribers who may no longer find the messages relevant. Personally, I'm more intrigued by the free gift offer than the unsubscribe link.

So my conclusion is that win back programs are smart marketing. Focus on sustaining subscriber engagement, but don't overlook the benefit of well-timed win back offers to re-engage with dormant customers.
 
You can read the full EEC article here:
Win Back Programs: Smart Marketing or Failure of Strategy?
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Select tests that make an impactThere are an infinite number of tests you can perform, but here is a quick list of some test concepts we have seen produce actionable results: Subject Lines: While subject line testing is probably not going... More

Select tests that make an impact
There are an infinite number of tests you can perform, but here is a quick list of some test concepts we have seen produce actionable results:
 

• Subject Lines: While subject line testing is probably not going to be the biggest impact to the business, it's certainly a great place to start with its ease of execution. The test is simple, randomly assign two or more subject lines and measure response on the backend. Make sure you keep your key success metrics in mind. A quirky subject line may produce more opens, but if it doesn't drive more revenue it may not be a winner.
  
  
• Sense of Urgency: Creating a sense of urgency around the offer/call-to-action can produce outstanding results. Classic examples of "urgent" language include "Only 2 Days Left" and "Ends Soon" - - anything that contributes to the subscriber acting now. This is one of the first tests that should be executed when developing a new email program.
  
  
• Call-to-Action:  Having a clear call to action is an essential part of all email messages. Where you can really drive the business forward is testing different call-to-action tactics. Examples include testing different call-to-action "buttons" and testing the call-to-action placement within the message.
  
  
• Multi-series Messaging: Multi-message streams can be tested in content, number of messages in the stream, and timing. This is an area that can really stretch the imagination of your Marketing Team - - the sky is the limit with testing!

 
Fit testing into your marketing calendar
To adopt a consistent approach to testing, it needs to be something you commit to and don't de-prioritize. Consider developing a 12 month test calendar to keep yourself on track. Identify a handful of items you want to test during each quarter, and then add them into your marketing calendar to keep track of your goals, test execution dates, when it's time to analyze your results, and key findings.
 
Finally, acknowledge that all of your tests will not work. This is part of the continuous learning cycle. Test your theories, analyze your results, draw conclusions, and then move on to the next opportunity.
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Most marketers understand the value of periodically testing a new product or strategy, but testing should be a regular part of your email program. It's easy to become complacent with testing, especially if your program is performing well. But adopting... More

Most marketers understand the value of periodically testing a new product or strategy, but testing should be a regular part of your email program. It's easy to become complacent with testing, especially if your program is performing well. But adopting a consistent approach to testing will ensure that you understand the impact of changes you are making to your program over time and that you are committed to continuous learning.
 
Here are some key things to keep in mind as you evaluate your own testing approach:
 
Define your goals
Testing without defining your goals is a sure way to waste your time. Make sure you clearly define what you are trying to learn. Are you trying to increase conversion? Are you trying to increase open rates? Are you trying to increase engagement or clicks? Create a list of questions you want to answer and then use that as a starting place for building your plan.
 
Make sure you can measure results
Before you execute a test, make sure you have the tools in place to measure response. You may need separate revenue tracking codes for test cells, or you may need to apply a special code to test records so you can separate results. Figure this out in advance and you will save yourself a headache on the backend.
 
Make sure your test is significant
First, make sure your test sample size is large enough to produce actionable results. Since program response varies, there is not a magic number of records to test, but there are calculators you can use to determine if your test sample size is statistically valid. Second, make sure that your test is different enough from your control to produce actionable results. For example, if you are testing subject lines your probably will not see a significant difference in response if you only change one or two words. Differences need to be more drastic to be measurable.

Stay tuned for Part 2 next week to learn more about selecting tests that make an impact and the importance of consistent, regular testing.
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According to a recent survey published by eMarketer, nearly 54% of consumers surveyed help friends or family members with purchase decisions, and more than 40% share advice based on information they have read online. So how can you encourage your... More

According to a recent survey published by eMarketer, nearly 54% of consumers surveyed help friends or family members with purchase decisions, and more than 40% share advice based on information they have read online. So how can you encourage your email subscribers to join the conversation about your brand? Here are some simple tips to help you harness brand advocates with email and use that information to influence purchase decisions.

Include Forward to a Friend (FTAF) or Share with your Network (SWYN) feature in email messages with strong viral content. Sharing features are most effective for promotional messages with great deals, limited time offers or new product announcements. 

Send a post-purchase product review. The most effective examples I have seen are sent within two weeks following product delivery and include dynamic content reminding the consumer what they purchased.
 
Here are some recent examples from my own inbox:
Macy's
GAP

Crate&Barrel
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You probably have access to web analytics data that allows you to identify customers who have recently visited your website. This data can be used to create highly targeted follow up messages to increase conversion. More

In Part 1, we introduced triggered messages and transaction communications.  Part 2 presents even more strategies to increase your email marketing response rates.

Web Analytics Triggers
You probably have access to web analytics data that allows you to identify customers who have recently visited your website. This data can be used to create highly targeted follow up messages to increase conversion. For example, you can develop a triggered message to be sent to email subscribers who abandon their shopping carts without making a purchase. Or you can send educational messages to consumers who browse specific product categories to help them make a purchase. Sometimes all it takes is a friendly reminder, or a well timed offer to push consumers over the purchase hurdle.
 
Key Events
Special dates and events are the perfect time to send personalized communication to your email subscribers, and most of the information you need to set up the triggers is probably already in your database.  Examples of date driven triggered messages include:

• Welcome to the email program
• Happy birthday
• Email anniversary
• Seasonal purchase reminders

This isn't an all encompassing list of triggered messaging possibilities, but I think it is a good place to start. Once you start adding more triggered messaging into your marketing strategy, you will see an increase in your overall response rates and succeed at delivering more relevant content to your subscribers. 
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Want to increase response? Introduce more triggered messages If you are looking for ways to maximize your email program response and increase conversions, consider introducing more triggered messages to your marketing strategy.  Triggered messages are typically automated campaigns based on consumer... More

Want to increase response? Introduce more triggered messages
 
If you are looking for ways to maximize your email program response and increase conversions, consider introducing more triggered messages to your marketing strategy.
 
Triggered messages are typically automated campaigns based on consumer behavior or key events, like a purchase, website visit, or a special date. Since these events are relevant to consumers, they generally produce the highest response and conversion rates of all email campaigns. And since they are automated, they require limited resources and are easy to maintain.
 
While you are planning for 2010, ask yourself if you are communicating with consumers at all relevant touch points. If you don't have one already, I recommend creating a visual roadmap of your email marketing program to identify opportunities to add new messages triggered from consumer behavior.
 
Here are some campaign ideas to consider while you build your plan:
 
Transaction Messages
Transaction messages are an important part of a consumer's online shopping experience. As long as marketers ensure the transaction information is top priority (and get approval from their legal counsel), there is a great opportunity to introduce engaging marketing content to transactional messages following purchases or product registration. Some tactics to consider include:

• Add a website navigation bar in your transaction message template
• Cross-sell in purchase and shipping confirmations
• Invite consumers to join your email program
• Thank consumers for their purchase and provide an incentive to buy again
• Invite consumers to review their purchase

Stay tuned next week for Part 2: utilizing web analytics triggers and key events to increase your email program's response rate.
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The first 60 days after opt-in is the most critical time period to engage consumers, convert prospects into new customers, and incent first time buyers become repeat buyers. However, it is not uncommon to see email response rates drop by... More

The first 60 days after opt-in is the most critical time period to engage consumers, convert prospects into new customers, and incent first time buyers become repeat buyers. However, it is not uncommon to see email response rates drop by more than 50% in the first 60 days of a consumer's lifecycle. Understanding what drives consumers to opt-in to your email program, and what keeps them engaged is a challenge for all email marketers.
 
Here are some simple steps you can take to influence response during this critical time:

1. Analyze your data: The first place I recommend starting is taking a look at your own data to learn when the inevitable response "drop off" occurs for your new subscribers. One way to do this is to pick several fixed data sets (example: all opt-ins acquired during the weeks of July 1st, August 1st and September 1st), and then summarize message response by group over a 60- 90 day observation period. The reason for picking several data sets is to make sure your results are seen as a repeatable pattern, and not influenced by seasonality or a special event.
   
   When you analyze the data, you will likely see your highest response rates from your Welcome message, with a decline in response over time. Looking at this trend line will help you determine when engagement starts to drop off, which is a good place to test your early engagement messages. The same analysis can be done with purchase data to learn when consumers are most likely to make their first purchase following email opt-in.
   
   
2. Welcome: Make sure you are putting your best foot forward with your Welcome message. Your Welcome message is an important tool for setting subscriber expectations, but it can also be a huge revenue generator. Most consumers sign up for email programs because they are looking for great deals. Make sure your Welcome message includes strong branding, a clear call to action, and hopefully a nice welcome offer for first time purchasers.
   
   
3. Multi-message approach: Consider developing a multi-message Welcome campaign to introduce new subscribers to your program and engage them in ongoing communication. Good examples of multi-message strategies include the classic good-better-best series (improving offers extended to non-responders over time), or breaking program benefits into multiple messages (great for financial services or loyalty based programs where it may take more than one message to educate consumers).
   
   
4. Test offers & content: Use controlled testing to identify the right balance of offers and content to optimize early engagement. Some consumer profiles may respond better to rich offers, while others may be more engaged in educational content or surveys. This is also a good time to collect preference data and segment the content you deliver based on declared or inferred interests.
   
   
5. Promote multi-channel communication: Early in the customer lifecycle is also a great time to encourage consumers to engage with your brand through other channels like mobile and social networking. It is important to understand how consumers' communication preferences change over time, and you may find that email subscribers who are not currently engaged with your email program may be more responsive if you integrate email with other channels. So don't forget to collect mobile opt-ins from your email sign up page, and promote your social media campaigns to your email list.

Developing a good Early Engagement strategy can be challenging, but it is worth the effort and results in higher sustained email response and conversion rates over time.
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The best computing solutions are patterned after biology - they have the ability to quickly adapt and learn in response to stimulus. Similarly, some of the most intriguing musical performances have the same qualities More

Like all biological life forms, they have the innate ability to quickly adapt to their surroundings in response to stimulus.  To adapt, but also learn and evolve.

By comparison, the best computing solutions are patterned after biology - they have the ability to quickly adapt and learn in response to stimulus.  Similarly, some of the most intriguing musical performances have the same qualities.

Take for example, the song "Quadrant 4", from Billy Cobham's Spectrum album. (Go to iTunes and download it, then continue.)  The song is based on one of the most familiar, basic patterns in music: the blues.  Yet the four musicians take this most basic of formats, blues in 4/4 time (four beats to a measure), and twist it into something entirely new - largely in response to each other - all at breakneck speed.

The first minute is an improvised keyboard and drums segment.  The ambidextrous drummer, Billy Cobham, plays like a speeding locomotive: both feet and hands churning away with mind-boggling speed and precision.  At the 0:57 second mark, you'll hear him and the keyboardist playfully mimic each other as they head into the main section of the song.

At the 2:50 mark, you'll hear a perfect example of adaptation in response to stimulus - the guitarist goes off on a rhythmic and melodic tangent, and the drummer instantly adapts in a very complex 6-second game of "follow the leader".   Not something you could exactly predict, or maybe even understand, but the result? "Wow."

In the end, what they did was take a familiar structure (4/4 blues), adapt it in real time, and create something deeply personalized and compelling on the spot.

An elite few interactive marketing software solutions have this same ability: to take something basic and familiar (an email marketing message, website, microsite, social media communication, etc.), receive real-time campaign feedback stimulus, and then adapt, learn and continually evolve it - all in real time, at breakneck speed.  Yesmail has such a solution, one that has received a patent for its universal ability to dynamically adapt and learn as it personalizes interactive media channel content. Examples of this real-time "situational awareness" stimuli that can be received from the targeted audience are:

- What time is it where the email or webpage is being opened?
- Where is the viewer of the email or webpage when it is being opened?
- What is the weather like at that location?

Those are just a few examples of how this solution - similar to our musician friends - can create something highly personalized, relevant and compelling on the spot.

You'll be hearing a lot more about this innovation in the weeks to come.  I'm pretty sure it will make you say, "Wow." Less

Aeropostale launched a new site today, but unfortunately failed to the test the message in Outlook 2007. A good reminder (again) to always test the display of the email campaigns you are sending.  See below:... More

Aeropostale launched a new site today, but unfortunately failed to the test the message in Outlook 2007. A good reminder (again) to always test the display of the email campaigns you are sending. 

See below:

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No not a reference to a Kelly Clarkson song, but instead a really strong campaign from Timberland encouraging those that have not purchased and/or visited the site in a while to 'come back'. A great example of a marketer segmenting... More

No not a reference to a Kelly Clarkson song, but instead a really strong campaign from Timberland encouraging those that have not purchased and/or visited the site in a while to 'come back'. A great example of a marketer segmenting their audience and building assumingly automated programs targeted at users based on their respective activity level. These types of campaigns as we've seen with our clients can be instrumental in driving overall customer retention and incremental sales.

Do you have a 'win-back' program? You should!

Check out the email below:


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