Page 35 - index
P. 35
BEST PRACTICES & STRATEGIES
gradually for broader consent. launch. While newsletters pro- your hopes that you may soon
Keep in mind: Customers give mote a variety of products, welcome him back as a newslet-
their consent only if they gain standalones usually focus on ter subscriber. Don’t forget to in-
added value, therefore, you particular deals, hence, customi- tegrate a link to the new registra-
should communicate that as pre- zation is even more important tion, in case the customer chang-
cisely as possible. After the first here. Just consider that even in a es his mind - or may has just ac-
purchase of a new customer, you poorly individualized newsletter, cidentally unsubscribed. Also rec-
should send them a thank-you most customers will still find at- ommended: A short survey to find
mail and wish them a lot of fun tractive offers, however, if a out why the customer has left.
with their product. Incorporate standalone offer doesn’t fit, the
appropriate cross- and upselling mailing is completely ineffective. The CMO Council describes the
offers into the thank-you mes- problematic situation when a vendor
sage to give the new customer 4. Inactive customer: Inactive cus- doesn’t know his audience to the
reasons for a subsequent pur- tomers are all those who have point: “Through the lens of digital
chase. not purchased for a longer period channels, the view of the individual
and should be reactivated with customer can be quite a bit fuzzier.
3. Existing customer: Many com- particularly exclusive, time- The unknown digital audience
panies see the customer activa- limited offers or discounts. The sends us back into the abyss of
tion as the final goal and ignore only problem is that inactive cus- marketing days past when we simp-
the customer until he leaves tomers usually do not open such ly didn’t know what our customer
them. Instead, existing customers an email, therefore, reactivation was expecting or even anticipat-
should be consistently kept ac- has to occur with the subject line. ing…and personalized experiences
tive. Make use of your infor- Special and personalized subject were a far-off aspiration.” The peer
mation about the customer to lines, like "We miss you, Mr / Ms" powered network now tries to shed
individualize the newsletter con- can be the necessary trigger to light on the issue on November 17,
tent according to his preferences. open the email. 2015.
As you gain new information with You might be interested in joining
each sending, the individualiza- 5. Lost customer: A customer is the CMO Council webinar - The
tion is getting more and more lost when he unsubscribes from Lost Customer: Bridging the Gap
precise each time. In addition to your newsletter, which means Between The Known and Unknown
the newsletter, we recommend you can’t send him any promo- – on how to gain integrated insights
the dispatch of standalones tional emails anymore. But you about individual customers.◊
(single mailings) to existing cus- can still send a confirmation of
tomers, which are sent on special the deregistration, which you By Daniela La Marca
occasions, e.g. to a time-limited should use to express your re-
discount promotion or a product grets that you lost him as well as
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
gradually for broader consent. launch. While newsletters pro- your hopes that you may soon
Keep in mind: Customers give mote a variety of products, welcome him back as a newslet-
their consent only if they gain standalones usually focus on ter subscriber. Don’t forget to in-
added value, therefore, you particular deals, hence, customi- tegrate a link to the new registra-
should communicate that as pre- zation is even more important tion, in case the customer chang-
cisely as possible. After the first here. Just consider that even in a es his mind - or may has just ac-
purchase of a new customer, you poorly individualized newsletter, cidentally unsubscribed. Also rec-
should send them a thank-you most customers will still find at- ommended: A short survey to find
mail and wish them a lot of fun tractive offers, however, if a out why the customer has left.
with their product. Incorporate standalone offer doesn’t fit, the
appropriate cross- and upselling mailing is completely ineffective. The CMO Council describes the
offers into the thank-you mes- problematic situation when a vendor
sage to give the new customer 4. Inactive customer: Inactive cus- doesn’t know his audience to the
reasons for a subsequent pur- tomers are all those who have point: “Through the lens of digital
chase. not purchased for a longer period channels, the view of the individual
and should be reactivated with customer can be quite a bit fuzzier.
3. Existing customer: Many com- particularly exclusive, time- The unknown digital audience
panies see the customer activa- limited offers or discounts. The sends us back into the abyss of
tion as the final goal and ignore only problem is that inactive cus- marketing days past when we simp-
the customer until he leaves tomers usually do not open such ly didn’t know what our customer
them. Instead, existing customers an email, therefore, reactivation was expecting or even anticipat-
should be consistently kept ac- has to occur with the subject line. ing…and personalized experiences
tive. Make use of your infor- Special and personalized subject were a far-off aspiration.” The peer
mation about the customer to lines, like "We miss you, Mr / Ms" powered network now tries to shed
individualize the newsletter con- can be the necessary trigger to light on the issue on November 17,
tent according to his preferences. open the email. 2015.
As you gain new information with You might be interested in joining
each sending, the individualiza- 5. Lost customer: A customer is the CMO Council webinar - The
tion is getting more and more lost when he unsubscribes from Lost Customer: Bridging the Gap
precise each time. In addition to your newsletter, which means Between The Known and Unknown
the newsletter, we recommend you can’t send him any promo- – on how to gain integrated insights
the dispatch of standalones tional emails anymore. But you about individual customers.◊
(single mailings) to existing cus- can still send a confirmation of
tomers, which are sent on special the deregistration, which you By Daniela La Marca
occasions, e.g. to a time-limited should use to express your re-
discount promotion or a product grets that you lost him as well as
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
