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Ahmer HasanOctane Marketing
@ahmerhasan#octanein
Welcome!Facebook (Octanein)Twitter (@octanein)LinkedIn (Octanein)YouTube (Octanein)SlideShare (Octane Marketing)
Connect with Dormant Customers & Maximise Engagement
1. Webinar Series – A 30 minute webinar/month Next one is on 21st May 20132. Octane Newsletter– www.octane.in
#octanein
Engaging Dormant Customers
Using the control panel:- Raise Hand- Submit Question
#octanein
Engaging Dormant Customers
Prateek has been working in the email marketing domain for the last two and a half years and his interests include strategic sales & marketing planning, new business development and search engine marketing. He looks after enterprise associations and partnerships and deals with consulting to executing marketing strategies primarily around emails.
#octanein
About Prateek Bali
Prateek BaliOctane Marketing
@prateekb11
#octanein
Connect with Dormant Customers & Maximise Engagement
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Did you know?
April 16, 2013
• It costs 6–7 times more to acquire a new customer than to retain one!
• You loose 20% - 40% customers annually.
Source: http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/
©2013 Octane Marketing Pvt. Ltd.
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Why does a customer become dormant?
• Email Fatigue• Too many
Emails
Source: http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.
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*Reference Return Path Email Intelligence Report Q3 2012
Why does a customer become dormant?• Subscriber completes the goal!• Needs get fulfilled
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.
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Why does a customer become dormant?• Irrelevant Messages• Job Role Changes• People get married• Change Cities
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.
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Effects of Dormant Subscribers• Diminishes ROI
• Reputation at RISK• Affects over all inbox delivery
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.
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Re-engaging with dormant subscribers• Focus on small chunks of inactive DBs• Send Feedback mailers• Use dynamic content (personalized subject lines, offers etc.)• Provide useful and relevant communication• Do a reply only campaign
April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.
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• Relevant incentives to be sent on inactive DBs• Miss you email campaigns can be done• Create ‘Preference Centers’• Behavioral targeting through emails and website• Email only offers to be run on website and through sms or
telemarketing channels
April 16, 2013
Re-engaging with dormant subscribers
©2013 Octane Marketing Pvt. Ltd.
13©2013 Octane Marketing Pvt. Ltd.
Removal Plan for Dormant Subscribers• Send a series of emails to the Dormant lists:
Step 1 – Send an email with a relevant offer and inform the user about the offer and why is he getting it
Step 2 – Send an email with the offer expiry Step 3 – Send an email saying “Do you want to renew
your subscription” Step 4 – “Your subscription expires soon” Step 5 – “Your subscription to newsletters has expired”
April 16, 2013
Q&A
14April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.
• 500+ million opt-in mail boxes served every month• 120+ brands, multi-channel• Offices in Mumbai, Delhi, Bangalore & San Francisco• India’s Hottest Tech 20 Startup 2012*
Start Engaging @octane.in
*Tech Circle’s AnnualApril 16, 2013 ©2013 Octane Marketing Pvt. Ltd.
16April 16, 2013 ©2013 Octane Marketing Pvt. Ltd.
©2013 Octane Marketing India www.octane.in 17April 16, 2013
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©2013 Octane Marketing India www.octane.in
Thank YOUSee you next Webinar: 21st May Twitter: @OctaneinWeb: octane.inYouTube: Octane Mailman
April 16, 2013