Using email to retain business customers | EMSA 2011
description
Transcript of Using email to retain business customers | EMSA 2011
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
B2B Retention
Trent HaagHead of Digital Optus Business
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
The News of my death has been greatly exaggerated
Death of Email…
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Email Marketing is Mature
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Email Marketing Innovation
Targeting/Connected to CRM:
Connect to Social media:
Edm / video:
Event management:
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Social Media Integration
• Powerful combination with Email Marketing
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Event Management
friendly reminder
RSVPs
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
But what about RETENTION?
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
OBs Leaky Bucket
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Ratio of Accounts to AMs
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Communication Canyon
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Email to bridge the Gap
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Communication Plan
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Friendly ToneCustomer Feedback Form
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
No need to boil the Ocean
Marcommsissues
Service issues
Account issues
MARKETING
SALES
Customer Service
ISSUES MANAGEMEN
T SYSTEM
EMAIL MANAGEMEN
T SYSTEM
CUSTOMER
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Objectives and Results
• $100 Million in protected revenue year 1• 3% reduction in customer churn
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
Email Marketing
• Mature business platform
• Going through an innovation stage
• Under-utilised for b2b retention
EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland
questions