1. The Global SaaS Leader in Relationship Marketing
Re-lighting the flame
22nd November 2011
Tim Watson
Twitter: @tawatson
www.emailvision.com

2. Some of our 3000 + clients
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3. Win-back objectives
● Increase revenue
● Avoid deliverability issues
● Gain insight for causes for dis-engagement
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4. Who is inactive?
How to separate the inactive and valuable
from the truly inactive?
Email Valuable
inactive contacts
How to win-back and return to email
engagement?
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5. Users don’t always respond with a click
When you receive an interesting email, please select up to three most likely actions you
would take from the list below?
Source: DMA Email Tracking Study 2011
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6. Nudge effect
● £70,000 generated by
subscribers who had
Mailed non- not opened or clicked
openers on the previous 25 to
40 emails – it was a
Not mailed great offer
● 14% of 2008 revenue
and 7 % of 2009
revenue generated by
subscribers who did
not open or click at all
in 2007
Source: AlchemyWorx
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7. When?
● 3 months?
● 6 months?
● 9 months?
● Depends on product or service type
● What is normal email interaction frequency?
● What is normal purchase frequency?
● When possible segment based on purchase history
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8. Win back strategy
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9. itravel2000 phase 1
Landing page
Email body
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10. Results
● Open 3.6% and click 2%
● Customers once responsive, are more responsive
● x2 difference, between once active and never active
● 80% of respondents clicked “I‟m happy with the emails”
● Even split in responses to:
● My situation has changed. I no longer intend to travel
● I'm not interested in any travel emails
● I would like fewer emails
● itravel2000 offers don't interest me
● I prefer other companies
● None of the above
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11. How to reach in-actives?
● Change your
● Tone
● Format
● Message
● Be transparent and honest
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12. itravel2000 format test
Same subject lines and body copy
Non-graphical formatted HTML text achieved 21% higher click rate
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13. From name
● Hypothesis - Filtering on the display from name?
● Test of the friendly name not email address
● Normal from name tested again CEO‟s name.
● Results
● Change in from name increased opens 33%
● Survey clicks increased 0.8%
● Unsubscribes increased 150%
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14. Competition incentive
Subject line: Subject line:
Firstname, your next click could land you $200 Are we welcome in your inbox?
Open rate increase: 28%
Click response: same
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15. Feedback comments
● I am pleased with the emails from itravel2000 informing me of discount
travel opportunities. I have personally saved a lot of money by booking
vacations through itravel2000. Thanks
● i love your website!, you save me much more than just time; allowing me to
book hotel car etc at once, you also allow me to save MONEY!
● I have been using your company couple times. Everything was good.
Especially good deal in first days in January. Thank you very much!
● My trip to Cuba was booked through Itravel2000 this past spring and
everything was great! I've been traveling to this country for the past 7-8
years and will continue to do so as long as I am able. I'd love to receive
information on any deals you may have for here as well as other southern
destinations. Thank you!
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16. Phase 2 – Two or three choices?
Invite the breakup
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17. Phase 2 – Subject lines
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18. Results
● Click response rate 4.4% (phase 1&2 total 6.4%)
● „Win an iPad, tell us if we're still welcome in your inbox‟
● Total responses reduced by 35.5%
● Absolute number of customers verifying opt-in decreased by
28%
● Prompting the breakup - „no more offers‟
● Overall response increased 16%
● Absolute number of customers verifying opt-in same
● Absolute number of customers unsubscribing increased 353%
● Follow up urgency email had 47% response rate of first email
● Conclusion
● Win subject lines results in less verified opt-ins
● Prompted unsubscribe not detrimental. Only removed those who
didn‟t want to stay anyway.
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19. Overall results
● 5.5% customers responded “don‟t change”
● 1.7% customers would prefer monthly email
● 13% customers opened/clicked emails post win-back
● Nudge effect of win-back
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20. Opodo win-back
● £20 flight voucher incentive
● Reminder of Opodo benefits
● Option of alternative channel
● Twitter
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21. Opodo – subject line test
● Is this goodbye?
● Aren't we good enough for you? Let us change your mind.
● Some good reasons for why you should stop ignoring us
● We miss you
● Was it something we said…?
Highest open rate: „We miss you‟
Highest click rate: „Is this goodbye?‟
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22. Now what?
How to handle those still not responding?
● No deliverability issue?
● Keep communicating. Still a few % revenue potential.
● Danger of low ISP engagement rating?
● Low opens and clicks, high spam complaints?
● Remove never opened/clicked, oldest subscribers first
● Reduce frequency to more recently engaged.
● Historically uncertain list hygiene and data source
management?
● Remove never opened/clicked or not opened/clicked in last 18
months
● Reach out through another channel
● Previous high value via telesales
● SMS
● Social media
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23. Open & click impact analysis
● Take a typical database with 50% of customers neither
opening nor clicking
● If frequency is reduced such that only 1 in 4 emails are
sent to inactive customers, then campaign open and
click metrics increase by 60%
● For example, 10% open rate increases to 16%
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24. Takeaways
● Don‟t ignore or blindly remove customers who don‟t
open/click
● That throws away revenue
● If the message isn‟t working
● Change it!
● Use incentives but don‟t oversell
● Test and optimise – always
● Whatever your result, it can always be improved
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25. www.emailvision.com

26. Contact details
Emailvision UK Ltd
Lynton House
7-12 Tavistock Square
London WC1H 9LT
United Kingdom
Tel: +44 (0)20 7554 4500
Fax: +44 (0)20 7554 4501
www.emailvision.com