How to move from capturing attention to ensuring lifetime retention

1. How to move from capturing attention to ensuring lifetime retention
Let’s Go!exacttarget.com/potential
The Path to
LIFECYCLE MARKETING
Success

2. ACQUIRE ONBOARD ENGAGE RETAIN
This isn’t your average industry whitepaper—it’s an at-a-glance roadmap to hang by
your desk, filled with expert tips on how to improve your digital marketing with lifecycle campaigns.
What does it take to build targeted emails that move from capturing customer attention to ensuring
lifetime retention? Chances are, you already know a thing or two about lifecycle marketing. But let’s
do a quick recap:
Plenty of organizations talk about lifecycle marketing, but how many truly inspire customers with
meaningful and relevant messages that drive sales, revenue, and customer loyalty? At
ExactTarget, we’ve always believed in the power of giving the end consumer exactly what they
want—right message, right channel, right time, throughout the entire customer lifecycle. We call
this Inspired Marketing.
Marketers at our core, we understand the challenges of limited time and resources that often
compete with increased expectations. That's why we're passionate about helping you dream
big—considering all the lifecycle programs you could execute—and then grounding you with
strategic recommendations that will immediately impact your business, one step at a time.
Acquire new
subscribers and
grow your
subscriber list
organically.
Onboard your
subscribers and
make a favorable
first impression.
Engage
subscribers with
automated,
personalized
campaigns.
Retain your
existing
subscribers with
targeted
reengagement
and win-back
strategies.
Everyone has a different path
to lifecycle marketing success.
What’s yours?
The Path to Lifecycle Marketing Successexacttarget.com/potential
Take a closer look!

3. ac·quire [uh-kwahyuhr]
verb: To convert potential customers into subscribers, thereby
increasing the likelihood that they’ll become actual purchasers.
It’s time to take your digital marketing campaigns to the next level. The first step is
acquiring new subscribers—so you can continue the conversation, build new
relationships, and maximize your return on marketing investment.
Strategies for acquiring new subscribers:
• Web opt-in: Capture name and email to initiate a welcome message.
• Social opt-in: Leverage your Facebook fans and Twitter followers to help
grow your list.
• SMS opt-in: Allow customers to opt-in to email via mobile or in-store
text responses.
on·board [awn-bohrd]
verb: To make new subscribers feel like they’re part of the family,
getting the inside scoop on everything your brand has to offer.
First impressions are important. Since subscribers are the most engaged they’ll ever
be at the point of opt-in, it’s the perfect opportunity to introduce yourself, emphasize the
value your personalized messages bring, and begin building a strong relationship.
Strategy for onboarding new subscribers:
• Welcome: Set expectations about the type and frequency of email
communications. Remind subscribers how they opted in (latest online order,
SMS, etc.).
• Confirm: Track subscriber profile information while including an incentive for
full completion.
• Reward: Provide a valuable offer to reaffirm the customer’s reason for subscribing.
Invite subscribers to further connect with your brand community via a social network.
re·tain [ri-teyn]
verb: To build long-lasting relationships between your brand and
your subscribers.
Don't forget about your unengaged subscribers! Our clients have found that it’s much
cheaper and easier to reengage inactive subscribers than it is to acquire new ones.
Plus, reengagement campaigns allow you to identify those subscribers who should be
removed from your list—helping you improve deliverability rates, maintain clean data,
and improve your sender reputation.
Strategies for retaining your subscribers:
• Win-back: Reengage subscribers who haven’t made a purchase for an
extended period of time, incentivizing them to renew their relationship through
targeted promotions.
• Reengagement: Send proactive messages to reinforce your company’s value
proposition, determine why subscribers lost interest, and identify those who no
longer wish to receive your messages.
Open for details!
The Path to Lifecycle Marketing Success
Notes:
Notes:Notes:
exacttarget.com/potential
en·gage [en-geyj]
verb: To keep your subscribers happy by providing the content
they want, exactly when they want it.
So you’ve acquired and welcomed new subscribers. Now what? Keep it interesting
with relevant communications and compelling content that will help you reach your
business goals—converting prospects into customers and expanding relationships
with existing customers.
Strategies for engaging your subscribers (see full poster on reverse for more):
• Anniversary: Provide a personal communication thanking individual
subscribers on the anniversary of their first purchase or subscription.
• Birthday: Enable subscribers to share wish list items with family and friends two
weeks prior to his/her birthday, then follow up with a personalized offer on the
actual day.
• Abandoned cart: Automate a reminder or incentivize your subscribers to
complete their purchase.
Notes:

4. AFTER PURCHASE:
AFTER PURCHASE:
10 DAYS
The success of your promotional email
campaign hinges on two elements:
frequency and relevancy. Which is most
important? Think quality over quantity.
Minimize the number of required fields. If
you need more customer data, try asking
for it in a subsequent screen or a follow-up
interaction such as an email, survey, or
phone call.
What better time to engage subscribers
than in the weeks before their birthday?
Enable a subscriber to share his/her
wish list items with family and friends two
weeks prior, then follow up with a
birthday message and personalized offer
on the actual day.
If your email subscriber list has hit a
plateau, you may be overlooking a captive
audience: your fans and followers! Use a
simple sign-up form to drive email opt-ins
and collect customer information on
Facebook—and cross-promote via Twitter
too! It’s an easy and efficient way to gain
subscribers who are truly interested in
your brand.
Newsletter campaigns with ExactTarget let
yousendhighlysegmentedandpersonalized
messaging that keeps subscribers up to date
on company happenings and provides
relevant information.
Welcome emails are highly anticipated,
frequentlyopened,and(luckilyforyou)simple
to automate! By automating your welcome
campaign you can increase conversions at a
time when you already have the consumer’s
attention by including products, services, or
special offers. Tie together social media by
adding Facebook and Twitter icons in your
welcome emails to help subscribers connect
with your brand across channels.
Post-purchase campaigns help you shape
the customer purchase experience and
provide outlets to share their experiences.
Things to try:
Win-back campaigns seek to reengage
subscribers who haven’t made a purchase
for an extended period of time, incentivizing
them to renew their relationship with the
company through targeted promotions.
Promotional
Web opt-in
Mobile opt-in campaigns allow you to
capture customer information at the most
opportune times—while they’re passing
your store front, waiting in line to make a
purchase, or seeing your ad on the big
screen. Encourage participation with a
discount offer or other promotion.
Cart abandonment campaigns enable
you to easily automate a reminder or
incentivize your subscribers to complete
their purchase. Try this:
Customer acquisition is expensive—so
it’s essential to seek out the existing
customers who truly love your brand,
reward them for their loyalty, and keep
them coming back. Try this:
Browse retargeting campaigns explore
ways to track and reengage your
website visitors. Since browse data can
be used to send highly personalized and
targeted emails, these programs tend to
significantly outperform standard
blast-based promotional messages.
MOBILE OPT-INBIRTHDAY SOCIAL OPT-IN
The above statistics, in order of appearance, were compiled from these original source materials: 1. ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS #14, The 2012 Channel Preference Survey. 2. ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS #16, Retail Touchpoints Exposed! 3. Estimated metrics were compiled from a small sampling of large ExactTarget retail clients who ranged in level of sophistication. 4. ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS #10, The Meaning of Like. 5. 2013 MarketingSherpa
Email Marketing Benchmark Survey. 6. Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017. 7. ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS #14, The 2012 Channel Preference Survey. 8. The Purchase Path of Online Buyers in 2012, Forrester, Inc. 9. 2013 MarketingSherpa Email Marketing Benchmark Survey. 10. ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS #20, Marketers From Mars.11. ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS #20, Marketers From Mars.
12. ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS #14, The 2012 Channel Preference Survey.
Prefer EMAIL
for permission-based promotional messaging
CONSUMERS
Browse
retargeting Abandoned
cart
Post-purchaseLoyalty Win-back
Welcome Newsletter
WHEN & WHERE IN THE WEB
PROCESS SHOULD YOU USE AN
OPT-IN FORM?
• Home page
• During registration
• During download
• During checkout
• Persistent in your website navigation
opt-in form on their homepage
RETAILERS
Present an EMAIL
‘Hot 100’
Graeter’s, a fourth-generation
family-owned ice cream company, sees a
40% average open rate and 20% average
click-through rate for welcome emails
sent to loyalty program customers.
SUCCESS SPOTLIGHT
Pei Wei Asian Diner invited
customers to text in for a “buy one, get
one free” coupon delivered via email. In
two weeks’ time, the mobile opt-in
campaign gained approximately 5,000
new subscribers.
SUCCESS SPOTLIGHT
By
there will be
per capita
MOBILE
DEVICEShas been known to boost open
and click-through rates by
Confirm subscriber’s reason for
opting in.
Request preference data. Simple
questions like “When do you usually
check email?” or “When’s your
birthday?” are fuel for your future
engagement campaigns.
Provide an incentivized offer.
TARGETED ENGAGEMENT
CAMPAIGN
(such as a birthday or wish list email)
that a company
SHOULD
Nearly
OF CONSUMERS
who click the “like” button on
a company’s Facebook page
DO NOT THINK
market to them via their News Feed
At Goodwill Industries of
Central Indiana, loyalty program mem-
bers who subscribe to email spend 30%
more on average and visit store
locations 3x as much.
SUCCESS SPOTLIGHT
“We’re seeing almost a 6x
increase in conversion if we can get a
customer engaged enough to click.”
–Jack Nick, Senior Vice President,
Internet Marketing Manager, First
Midwest Bank
SUCCESS SPOTLIGHT
ACQUIRE ONBOARD ENGAGE RETAIN
KEY:
Ask customer if they need
help completing their order
and include an incentive
such as free shipping.
Provide an increased
incentive to purchase with a
coupon code tying the sale
back to the email campaign.
Thank the customer for
purchasing and cross-sell by
suggesting other products
they may be interested in.
Invite the customer to share a
review about the product.
MONTHLY STATEMENT:
Are you rewarding loyal
customers? If so, let them
know where they stand every
month.
INCLUDE IN PROMOS:
Include loyalty level
information in promotional
emails to drive opens.
Best practices:
as a result of receiving
AN EMAIL
CONSUMERS
say they’ve made a
PURCHASE
of a DEAL related to the
category they’ve browsed
& recommend similar products.
AFTER VISIT
What’s browse retargeting?
Alert the subscriber
Reengagement campaigns send proactive
messages to reinforce your company’s value
proposition, determine why subscribers lost
interest, and identify those who no longer
wish to receive your messages.
Reengagement
“We’ve seen 5x the growth in
consumer traffic over the previous year,
which is phenomenal. We wouldn’t have
been able to do it without ExactTarget.”
–Julie Clarkson, Senior Direct Marketing
Manager at Avvo. Seattle-based Avvo
runs the web’s largest legal Q&A forum,
directory, and marketplace.
SUCCESS SPOTLIGHT
• Select subscribers who haven’t opened
your email in a few months.
• Develop a series of three messages
with increasingly valuable offers.
• Send subscribers to a profile page
where they can update preferences.
Provide a personal communication
thanking individual subscribers on the
anniversary of their first purchase or
subscription. Include a discount offer or
other special promotion as an added
bonus to keep the relationship growing.
Anniversary
begin with a
EMAILclick
onan
channel at building brand loyalty—
more than any other digital channel
CONSUMERS THINK
that email is the most
EFFECTIVE
BE HONEST.
Be clear about why the
subscriber is receiving the
email (e.g., “We miss you” or
“We value you as a
customer”).
DRIVE A SINGLE ACTION.
Whether it’s “set your
preferences,” “shop now with
a discount,” or “take a survey,”
make sure you’re only asking
the subscriber to do one thing.
AFTER CART ABANDONMENT:
AFTER CART ABANDONMENT:
3 DAYS
2 DAYS
How to move from capturing attention to ensuring lifetime retention
SUCCESS
You made it!
win-back/reengagement
Your journey to
Inspired Marketing
starts here.
Remember to:
in order to
Try this:
relevance & engagement
marketers
DYNAMICALLY PERSONALIZE
EMAIL CONTENT
IMPROVETO
CONSUMERS
report using
SMS
at least daily
EMAILMARKETERS
run automated
consumers subscribe
RECEIVE
COUPONS
and discount codes in their inboxes
of transactions by
REPEAT
SHOPPERS
campaigns

5. See how far you can go with the
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