Strategies for Winning Back Email Subscribers

The DMA (London, UK) put on their final seminar in the Email Customer Lifecycle series on the 22nd November. Eighty delegates were on hand to hear the presentations on how to improve their Win-Back efforts.

 

 

e-Dialog representatives Jill Brittlebank, Director of Strategic Services, presented the keynote speech and James Beauchamp, Strategy and Analytics Lead, presented relevant case studies. 

 

To find out more about the day's events, further details are here in an article posted on the DMA's Email Marketing Blog.

 

If you missed the presentations you can find them below:

 

Jill Brittlebank's keynote included identifying four types of win-back scenarios, the importance of understanding the purchase funnel, and how to define an inactive email subscriber. View the presentation below.

DMA Win-back Keynote

View more presentations from e-Dialog

 

 

James Beauchamp presented case studies from several well-known brands, and reminded marketers of six key questions to ask when developing a win-back strategy, such as what is the desired response, and what's in it for subscribers? View the presentation below.

 

DMA Win-back Examples

View more presentations from e-Dialog

 

 

Millie Bartlett, Marketing Coordinator, e-Dialog UK, @eDialogEurope

 

Leading Consumers Down the Purchase Path

Nothing beats tracking a click to a sale, but what if you could also get a clear picture of what leads consumers down the purchase path – not just from the last click, but tracing all of the touch points that drove the sale?  That’s powerful information you could apply to your marketing programs.  Sounds too good to be true, doesn’t it?  The good news – a recent Forrester report called The Purchase Path of Online Buyers provides marketers with these valuable insights and more.

 

Forrester collaborated with GSI Commerce (owner of e-Dialog) to obtain the retailer data for this report.  The data comes from 15 GSI Commerce marketing services clients during the Q4 2010 holiday season.  While the data highlights findings from the 2010 holiday season, marketers can apply many of the lessons learned to their online marketing programs throughout the year. Here are some of the top findings:

 

-       The vast majority of consumers purchased online following some web marketing influence

-       Nearly half of all purchases followed multiple exposures to web marketing efforts

-       Search and email continue to “rule” as the most effective tactics driving sales; display and affiliate marketing also made a strong showing

-       Social marketing tactics had close to negligible impact on sales, but should not be ignored as they remain low-risk and inexpensive ways to promote messages

 

The top takeaway from these findings – Attribution modeling.

 

The report shows that most sales result from multiple touch points with consumers.  Attribution modeling tools provide insight into the marketing channels you’re using, so you can track each touch leading to a sale.  You can also identify your most profitable channels, whether it’s email, search, display ads, social – or more likely a mix of all of these tactics.   

 

Take a look at the report.  It’s available free for download at e-Dialog's website here.

 

We’d love to hear your thoughts - so please share what’s on your mind in the comments.

 

FYI: For more on attribution modeling, check out the following blog post: ROI Attribution Takes Multichannel Relevance to the Next Level (http://bit.ly/dTWIcW)

 

Liz Lynch, senior marketing communications associate, e-Dialog