1. Win-back Campaign Examples
James Beauchamp – Strategy & Analytics Lead
e-Dialog International
Tuesday 22nd November 2011
© e-Dialog Inc. All Rights Reserved.

2. Agenda
Reactivating In-active Subscribers
Have not engaged with email,
website or other platform in X days
Have never engaged
Reactivating Lapsed/In-active
Purchasers
Haven’t purchased online or in-
store from you in X days.
Never purchased
Reactivating Undeliverable Opt-ins
Have asked to receive email but
for some reason it cannot be
delivered

3. Win-back Examples
TJ MAXX
Take Away
Last chance!
Reactivating in-active subscribers
Reiterate the benefits of subscription
WIIFM?
Deadline to add some urgency
“TODAY” is perhaps a little harsh
Requires Positive action from subscriber
What happens after last chance?
Stop mailing altogether?
Increased results, save costs
on CPM
>opportunity costs?
Mail less?
Still not good enough? Alternative
channels?

4. Win-back Examples
Bed Bath & Beyond
Take Away
Two-touch sequence
Incentive, then last-chance
Reactivating in-active subscribers
Inclusion of deadline again, more
explicit
Good call out to benefits of subscription
Could be leveraged:
• Improvements to
online store
• In-store savings

5. Win-back Examples
Confused.com
Take Away
Targets people that have not
interacted with the website.
Cherry pick your win-back target:
Based on policy renewal date
Cash Incentive
Call out to benefits of using
Confused.com
Excellent accessibility/best practice

6. Win-back Examples
British Airways
Take Away
Encouraging non
engaged, non-
purchasing subscribers
to buy
Less overt messaging
Cash and % off incentive
Inclusion of deadline
“Final Call for passenger Beauchamp”

7. Win-back Examples
Dell
Take Away
Why have you stopped opening our emails? What do people want to
receive?
How often would you like to hear from us?
Why aren’t they
engaging?
What content/products would you like to see featured?
Ask them!
“Win a laptop – open for
your chance!”
Hosted web-based survey
Give them ownership &
involvement in the
programme
Be prepared to change

8. Win-back Examples
Reaching Undeliverable Opt-ins
What does “Undeliverable Opt-ins” mean?
Subscribers on your base that are opted-in but are marked as undeliverable
due to either a Hard or Soft Bounce.
Many of these undeliverable addresses could be active, engaged customers
who would love to hear from you!
Getting Back in Touch
In order to re-engage with customers we must
look to alternative channels of communication.
Direct Mail
SMS
Targeted post-log in banners
In-app messaging

9. Win-back Examples
Direct Mail
Use Dynamic Print to reach previously un-
contactable fans and encourage them to
update their profile information through a
personalised URL
Dynamic print brings together the best of both
print and online worlds; an eye catching
tangible marketing piece and a precise data
capture tool.
Include QR code to help simplify the journey
between postcard and website.

10. Win-back Examples
How can we fix the problem? SMS
Where appropriate permission has been
obtained, use SMS to encourage subscribers to
update their details
More cost effective than Direct Mail
May offer a simpler user journey than Direct
Mail.
Can still include a personalised URL within SMS to
pre-populate subscription centre/update web
form and facilitate tracking.
10

11. Win-back Examples
NFL
Take Away
– 88k in-actives sent personalised
postcard
– Fans were encouraged to visit
NFL.com to update their email
address.
• The URL directed fans to a
simple custom web form to
allow them to submit updated
details.
Welcome back email deployed
immediately
On-boarding programme begins

12. Summary
How can we fix the problem?
• Who are our target audience?
• What is the desired response?
• What do we know about our in-actives?
• What else can we learn?
• What’s in it for our subscribers?
• What happens after Win-back?
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13. Thank you!
Any questions?
© e-Dialog Inc. All Rights Reserved.