Email Content, Growth & Segmentation Strategies

Acquisition, Retention & Growth

Acquisitionenews registration process

1. User locates the register area on the website

2. Register for the enews via a

web form

3. Thank you for registering page

appears

6. User receives their first

automated welcome email

5. User hits confirm and are

directed to a confirmation page

4. The subscriber receives a

confirmation email

Step 1. First email

Step 2. Registration web form

Step 3. Thank you page with ‘refer a friend’ link

Step 4. ‘Refer a friend’ web form

Step 5. Thank you page

Step 6. Friends email

• Clearly identify customer expectations and why email?

• Implement a dedicated enews registration process

• Audit your existing assets and think laterally about how you can acquire new contacts

Acquisition‘take home’ summary

Case Study - RetentionKeeping your prospects engaged via email

4 Rules of thumb

Live. Work. Shop. Invest

RetentionThe Purchase Cycle &

Electronic Direct Mail (EDM)

Online Registration

Purchase with Stockland

Re-purchase investment property

EDMs

1. Database purchase

2. Referral emails

EDMs

1. Welcome note

2. Targeted product messaging

EDMs

1. Thank you note

2. Post-purchase service + product messaging

Case Study: Apartment purchase with Stockland

Pre-purchase (3-9 months)

Post-purchase (1-10 years)

RetentionRule 1: EDM Creative Layout

Points to consider

•Email notification description

• Identifiable Sender name

• Personalisation

• Menu

• Emotional connections through images

• KISS

RetentionRule 2: Segmentation & Relevance

Example Segmentation

Investment EDM

• <$600k

• $600-750k

• >$750k

3. Communications Plan & Sales Buy-in.

• Combination of promotions

• Newsworthy stories & buy-in

4. Part of the Promotional Mix

• EDMs don’t work in isolation

• Link with website and other tactics

RetentionRules 3 & 4

RetentionTake Home message:

4 Rules of thumb

1. EDM Creative layout (KISS)

2. Segmentation & Relevance of content

3. Communications Plan & Sales Buy-in – combination of promotions & newsworthy stories

4. Part of the Promotional Mix

Case Study: Apartment purchase with Stockland

Case Study - GrowthSend to friend initiatives

Dicksmith.com.au

• Opt-in form with minimal capture on all pages

• Capture of email with every purchase

• Exclusive offers for email marketing members

• Include a “Send to friend” mechanic for viral spread

• Choose prizes based on consumer buzz e.g. the iPhone

• Competitions, competitions and more competitions

How has Dick Smith grown their database?

Send to friend initiatives 1. Banner Ad2. Landing Page3. Web Confirmation4. Send to Friend email

1. Send to Friend form2. Web Confirmation3. Send to Friend email

Results

• 8,502 Entries

• 3,708 Send to Friends

Top 3 Take Home Messages

1. Build loyalty through pushing exclusivity e.g. Competitions, competitions, competitions

2. Mine your data– Who are your VIP’s?– Which customers are engaged?– Send relevant targeted emails

3. Include a “Send to Friend” mechanic!