In the previous blog we took a brief
look at implementing a welcome programme as part of your automated campaign. We
also highlighted the importance of understanding your customer sales lifecycle.
At this point you will be in a position to start developing different campaign
content. This can be based on a trigger you employ (e.g. time-based or an
action carried out by the recipient etc.), or according to a pre-defined point
in your own cycle (e.g. no activity by customer segment x after y months
produces z follow-up).
In the next couple of blogs we will look at some tips and tricks you can use to improve the content of your automated campaign.
know that, on average, about 70-75% of your email list is inactive?"
the question posed to the audience by Per Caroe, email marketing expert at
"Lyris", at a summit in 2011. This statistic highlights again the importance of
implementing measures to either re-engage customers with potential, or remove
those that are adding cost to your campaigns. The following are a few steps
that you could take:
Segment your list by those who have not clicked
after a specified period of time - e.g. 6/9/12 months. This follow-up mail
should ask the recipient whether they are still interested in receiving the
content and offer them the opportunity to take action. If this doesn't prompt a
response, then remove them from the list.
There are a number of campaign types that can
be developed to encourage re-engagement. For example, those that haven't
clicked for a while could be sent a reminder on their birthday, or sent a
random survey looking for feedback. Of course it is also a good idea to send a
recent special offer that they may not have seen to get their attention.
Cleanse your list! If you still have inactive
addresses then you have no need to keep them on the list. However bear in mind
you may get some organisational resistance. Some managers like the big headline
numbers, such as "we send out 10,000 email marketing messages per month", with
a conversion rate of 5%, when reducing that list by half may still produce the
same conversion rate but with less cost. Quality is more important than
Keep reviewing the on-boarding process and
your welcome programme. Ensure there is strong messaging and communication over
the first period of your customer/sales cycle. This is the best way of avoiding
having to implement a re-engagement campaign at a later point.
In the next blog we will look at an example of a mail that targets a specific part of the customer sales cycle after sign-up.
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