12. Some might think
we are heavy
e-mailers in regard
to frequency, but…
We tested mail frequency
over several months…
-most profitable was 5X
week
-some segments could sustain
7X
18. Tafford Inactives;
The historical perspective
Haphazardly ran reactivation campaigns
– Wanted to institutionalize
– Lots of excuses for not
– no good reasons
Occasional Survey
Quarterly “Miss You” campaigns
which continue to run
23. No Standard Definition of Email Inactive
Use your data to
define inactive
for your business
Source: Email in Action, eConsultancy & EEC, February 2012.
25. Who Stays (Who Goes?)
What to look for to create a successful inactive definition, for your business
Source: There's Inactive and There's Inactive, Eric Kirby, Magill Report, March 2012
26. Recently Took Closer Look At Data
Purchasers Most Recent Ship Date
Purchased in
Last 3 Years
45%
Have Not
Purchased in
3+ Years
55%
Opted-in Less Opt-In Date for Non-Purchasers
Than 2 Years
Ago
25%
Opted-in 2+
Years Ago
75%
26
27. Defining Inactives - Tafford
This has been a long and winding road…
– changes in product and marketing mix
Sometimes we could see
inactives – sometimes, not
Definition of “INACTIVE”
has followed this path
Started to use 12 months
openers as engaged
28.
29. Trimming the fat…
~ 42k recipients had received 160
emails from Tafford without a sniff
6.72MM habitually unopened emails
out of the 60MM sent annually
30.
31. operation: Tafford still loves you
1 month reactivation test started on 2/14/12
Test split all subscribers who hadn’t opened in
months 4-12.
– Group A received 5 emails per week
– Group B received 1 email per week but they were not
our normal email
38. Operation: Tafford’s Endless Love
Reactivation program is the only program at
Tafford that is not squarely focused on ROI
Distant, Early Warning to locate
subscribers before they are left
out in the cold as chronic non-
responders
1. re-engage
2. save email send qty
3. sell
4. parting is such sweet
sorrow
44. Tafford’s Endless Love: Results
Results are for one month
Open rate of emails even higher than in testing phase
– $/Email however is lower
Will run as is for May and re-evaluate underperforming parts
of the program
45. Tafford’s Endless Love: One Month Takeaways
Results are limited
Will have May to develop more results and re-
evaluate underperforming parts of the
program
If part of the program doesn’t work…we’ll
test something else!
52. Retail Reactivation Successes
Proactive changes in email strategy driving permission marketers
Retail industry revamping email strategy
» Recognition of customer burn-out (opening/clicking fewer emails than 4 years ago)
» “Noise” increasing in average inbox (sophistication required to stand-out)
Nicole Miller improved messaging and cut volume (1 per week, down from 3)
» Improved unsubscribe rates
» Opens rates jumped from 15% to 40%
» Email now 17% of sales (up from 10%)
GameStop split base into “general” and “rewards” customers
» Decreased email to general, increased customization and targeting for rewards customers
» High-value rewards customers opening 30% of emails (compared to 10% of generals)
Neiman Marcus increased email while stepping up use of customer data
» Better targeting drove 10% to 20% increase in open and click-through rates
» No increase to unsubscribe rates
Source: Stores Smarten Up Amid Spam Flood, Wall Street Journal , March 2012
53. After Identifying Inactives, Then What?
Options to test
The results for active subscribers:
Reduce frequency •
•
Remove bounced addresses
» Always remove hard bounces after first •
occurrence
» Soft bounces after 3 to 5 consecutive
occurrences
The results for inactive
subscribers:
Update email addresses •
» ECOA campaign
•
Reengagement campaign
» Strong offers and good, re-engaging
content
» Avoid typical promotions (drive up Results based on split IP
complaint rates) (not always necessary to
drive improvement)
Source: Delivery Rate Increases from 60% to 99% by Separating
Inactive Subscribers, Marketing Sherpa, April 2012
54. Deliverability Environment Changing
Reactivation an
imperative, (no longer a
Must be more vigilant to ensure you land in inbox nice-to-have…)
ISPs determine which emails are delivered to its users
(inbox, junk folder, dropped altogether)
Healthy bounce and low churn rates no longer enough to ensure inbox
placement
Increasing focus on engagement in email deliverability
» ISPs looking at engagement (e.g. opens, clicks, even “add to address book”
and “forward to friend”)
» Three biggest players have changed the rules of the game
Gmail’s “Priority Inbox” filters on user’s interaction with emails
Yahoo’s filtering growing more complex
Hotmail behavior-triggered filters (messages deleted without being
read, etc.)
56. Who Stays (Who Goes?)
Which subscribers have potential, which don’t?
Source: There's Inactive and There's Inactive, Eric Kirby, Magill Report, March 2012
57. Today: Inactive (Re)Analysis for SmartPak
Receives
reactivation
campaign
No longer emailing
(check purchase
activity, quarterly)
60. Minimize Inactivity with Preference Center
Good preference centers help hold onto subscribers even as their needs/ interests change…
Source: Good Preference Centers Can Hold Onto Subscribers Even as They Change, Marketing Sherpa, August 2011
61.
62. Interested In Learning More?
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop
Hinweis der Redaktion
Began using “open date” as an arbiter of engagement 3+ years ago for broadcast emailStarted to use 12 months openers as engagedOther “deadwood” was left to receive “miss you” and one off reactivation campaignsPrior to 2012 we had automated welcome (4) abandoned cart (2) and post-purchase (3) campaigns(number of mailings in campaign)
Had to pick out what was important
Within the reactivation campaigns…Repurposed that saved qty on higher performing campaignsLoss of profit was about 15%
Campaign centric currently. Through re-engagement campaigns, we have reactivated about 13,000 names back onto our active mailing list. We reactivated about 5x more names when we targeted those who hadn’t opened in 6 months vs our current definition of open + purchase history.
1) Re-engage – gets them back in the program with the best chance to buy2) Save email qty – allows us to maximize messages to productive members3) Sell – we still want them to purchase…4) Parting is such sweet sorrow – sometimes we have to say goodbye but it can be sweet because if they’re deadwood than we’re just wasting $$$
Customers who have not opened, clicked OR purchased in 75 days enter into programEmail to update profileIf no activity in next 60 days (135 days), send a “Why Shop with SmartPak” customer benefits emailIf still no activity by 180 days, send 10% off “we miss you” offerNo activity within 30 days, email profile will be updated to note that the Program was completed with no activityMove into a once a month segment for 6 months, then suppress if no activityAny activity during this period will remove recipient from the Program and, if applicable, the once a month frequency.
* We have learned that it is OK to suppress these recipients from the file. Through reactivation campaigns, we win back very few subscribers and have proven that much of our inactive list is truly inactive. We have also learned that you need to have the right message as to not confuse current customers. Before we integrated purchase data into email, we only looked at open rates as our inactive indicator (customers who had not opened/clicked in 6+ months). Our first attempt at a reactivation campaign did get some recipients’ attention by us indicating that we missed them and hadn’t heard from them in a while…there was a response from customers getting our monthly automated shipments who were quite confused. We tweaked the next campaign’s messaging by focusing it solely on the fact that they had not been viewing our emails and they were missing out on great offers, healthcare tips, etc. A bit more “big brother” but there was less of a response from current customers, if any at all. Our current creative (now that we also take into account purchase history) ties a message of both email non-responsiveness and come back and buy from SmartPak. Lesson learned: know your audience and tailor your messages to all potential recipients. A reactivation campaign can certainly be confusing if the recipient is not truly inactive, and you could potentially be throwing a reactivation offer to customers currently buying from you.
*Automation and identifying these subscribers earlier in their email life to attempt to wake them up before we view them as inactive. We know we have them on our list, and it’s a problem for all companies, but how can we do something about it to prevent such a dramatic loss of recipients? Send them exclusive offers to entice them to make another purchase or open the email. Subject line and offer testing with inactives. What entices them to open and make a purchase? Looking forward to testing some programs with Loren. I would also like to set up a process that tracks these recipients. After reactivation, are they more likely to fall into the definition of inactive again? Are they serial inactive email recipients who constantly need a jolt?
* We have learned that it is OK to suppress these recipients from the file. Through reactivation campaigns, we win back very few subscribers and have proven that much of our inactive list is truly inactive. We have also learned that you need to have the right message as to not confuse current customers. Before we integrated purchase data into email, we only looked at open rates as our inactive indicator (customers who had not opened/clicked in 6+ months). Our first attempt at a reactivation campaign did get some recipients’ attention by us indicating that we missed them and hadn’t heard from them in a while…there was a response from customers getting our monthly automated shipments who were quite confused. We tweaked the next campaign’s messaging by focusing it solely on the fact that they had not been viewing our emails and they were missing out on great offers, healthcare tips, etc. A bit more “big brother” but there was less of a response from current customers, if any at all. Our current creative (now that we also take into account purchase history) ties a message of both email non-responsiveness and come back and buy from SmartPak. Lesson learned: know your audience and tailor your messages to all potential recipients. A reactivation campaign can certainly be confusing if the recipient is not truly inactive, and you could potentially be throwing a reactivation offer to customers currently buying from you.
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