Customer RetentionThrough Digital Media
Chris SietsemaTeach to Fish Digital
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The Marketing Process
Attraction
Conversion
Retention
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The Marketing Process
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Ongoing Conversation
Here’s More Info
Come Back
Welcome
Purchase
You Might
Also Like7
Acquiring new customers can cost five times more than satisfying and retaining current customers.
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A 2% increase in customer retention has the same effect on profits as cutting costs by 10%
1/509
The average company loses 10% of its customers each year
10%10
The customer profitability rate tends to increase over the life of a retained customer
$$$$11
Pushing & Pulling
PUSH
“Need?”
PromotionAdvertising
Sales
Active Engagement
PULL
Demand
SearchWord of MouthPublic Relations
High Visibility
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Store & Organize Records
Tools & Processes
• Simple Lists & Fish Bowls• Contact Management• Customer Relationship
Management (CRM)• Sales Force Automation
(SFA)
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Place Customer Records Here
Anatomy of an EmailFrom Name
Subject LinePre-Header
Body
Link Tracking
UnsubscribePhysical Address
Header
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Using a Template
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Using a Template
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Using a Template
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Using a Template
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Deliverability
• CAN SPAM Clearly Defined
– Physical Address
– Unsubscribe Option
– No Deception
• Your From Name
• No Funny Subject Lines
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SPAM Filters
– FREE!– Eliminate Debt– Satisfaction Guaranteed– Cash Bonus– Information You
Requested– Meet Singles– Join Millions– While Supplies Last
For Every Client, A Filter
• Top Email Clients in 2009
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Reasons People Opt Out
• No Relevance
• Too Much from You
• Too Much from Everybody
– Source: Marketing Sherpa Survey
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Email Malpractice
• Image-Based Email Messages
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Email Malpractice
• Image-Based Email Messages
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Email Malpractice
• Dead Images
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If you cannot measure it,you cannot improve it.
- Lord Kelvin
Testing Procedures
• Split Your List
A B
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Testing Procedures
• From Name• Subject Line• Content
– Headlines– Copy – Graphics
• Promotion• Layout
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• Multivariate TestingSubject Line
Testing Procedures
From Line
Promotion
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Promotion 1
From Line 1
Subject Line 1
Promotion 2
From Line 2
Subject Line 1
Promotion 2
From Line 1
Subject Line 2
Promotion 1
From Line 2
Subject Line 2
Testing Procedures
Lifecycle Marketing
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Lifecycle Marketing• Short Series of Messages• Example:
1. Thanks & Welcome2. Features, Benefits, Case Studies,
News3. Strong Call to Action, Promotion
• Works Well for: Big Ticket Items– Motor Vehicles, Real Estate,
$ervices37
Lifecycle Marketing
• If This, Then That• Example:
– If Trial, Then Purchase– If Purchase, Then You Might Also Like– If Visit, Then Come Back– If Expire, Then Renew
• Works Well for: Ecommerce, Brick & Mortar, Subscriptions
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Lifecycle Marketing
• Ongoing Provision of Value• Example:
– Here’s What Is New– Attend Our Event– Specials, Coupons, Promotions
• Works Well for: All Who Can Consistently Provide Value, Relevance
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Measurement
• Delivery Rate – How Many Made It?
• Open Rate – How Many Were Opened?
• Click Rate – How Many Clicked In Total? – As a % of Opens?
• Unsubscribe Rate – How Many Opted Out
Click
Revenue
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Measurement
Source: Epsilon.com
Industry Averages• Delivery Rate – 94%• Open Rate – 22%
– 24% for Consumer Products• Click Rate – 6%
– 7.5% for Consumer Products• Unsubscribe Rate – 27%
Mobile Basics
• Keywords & Shortcodes
• TEXT “WINNER” to 454545
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Campaign Types
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Norm the Gnome
Text NORMto 411247
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Some Ground Rules
• Incorporate Into Customer Experience• Integrate with Other Programs/Systems• Provide Value Always• Give a Sense of Exclusivity• Respect Privacy• Measure
• Overall & Current Subscribers• Coupon Redemption• Peaks & Valleys
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Social Media Objectives
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List = Fan Base
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Invitations
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Eliciting Feedback
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Shopping & Coupons
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Listening
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Viral
Viral is a thing that happens,not a thing that is.
List Segmentation
• Behavior, Personas, Interests
Never Purchased
Single Purchase
RepeatPurchase
RavingFans
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List Segmentation
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Integration
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• Chris Sietsema– [email protected]– 480.389.5435
– Twitter: @sietsema– LinkedIn: http://linkedin.com/in/sietsema
Questions?
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Slide-ography• “Come Back Soon” from Omar Omar on Flickr Creative Commons• Stats on Slides 8-11 from Leading on the Edge of Chaos, by Emmett C. Murphy and Mark A.
Murphy • “Cheers Boston 2005” from MECU on Flickr Creative Commons• “File Cabinets” from redjar on Flickr Creative Commons• “Yield Sign” from Eddie~S on Flickr Creative Commons• Top Email Clients Chart from Campaign Monitor• “Tyrrhenian Sea and Solstice Sky ” from Danilo Pivato, NASA Astronomy Image of the Day• “Measuring Tape Sphere” from Nick Sayers on Flickr Creative Commons• “Smoke on the Water” from Marcin Chylinski on Flickr Creative Commons
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