Customer Retention Through Digital Media

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– chris@teachtofishdigital.com– 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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