#CNX14 - Connecting the Dots: Customer Engagement Through the Email Marketing Lens

Track: Email Marketing
#CNX14
#CNX14
Connecting the Dots
Customer Engagement Through the Email
Marketing Lens

#CNX14
Goals
1 2 3
Understand the
Customer Lifecycle
Journey
Learn about email
engagement
opportunities at each
stage
Discuss learnings
and findings from
campaigns across
the lifecycle

#CNX14
#CNX14
Pamela Dancisin, VP Marketing, Dollar Bank
@Padancisin
pdancisin720@dollarbank.com
www.dollarbank.com

#CNX14
Dollar Bank
• Largest Mutual Savings Bank - $6.7 Million
• No shareholders – focused solely on our
customers
• Serving Southwestern, PA & Northeastern, OH
• Headquartered in Pittsburgh, PA for 159 years
• 60+ branch locations
• Full Service – regional bank committed to
providing the highest quality banking services
to individuals and businesses
• 1999 – Smithsonian Innovation in Technology
Awards
• Purchased ExactTarget from CTRAC in 2010

#CNX14
#CNX14
Cara Olson, Director of Direct Marketing & eCRM
@EmailGirl
@DEGdigital
colson@degdigital.com
www.degdigital.com

#CNX14

#CNX14
Email Marketing Lifecycle Stages
Acquire:
Obtain new subscribers.
Retain:
Re-engage inactive subscribers.
Onboard:
Make a good first impression,
establish the relationship, and set the
stage for future communications.
Grow:
Convert prospects into customers
and expand your relationship with
existing customers.

#CNX14
Engage
•Abandoned cart
•Birthday program
•Browse retargeting
•Loyalty program
•Newsletter
•Product update
•Promotional messages
•Transactional
Email Examples
Retain
•Win back
•Re-engagement
Onboard
•Cross/up-sell
•Welcome series
Acquire
•Mobile opt-in
•Social opt-in
•Web opt-in
Lifecycle
Campaign
Examples
By Phase

#CNX14
Acquiring Banking Subscribers
Account Opening
• Branch personnel
• Contact Center
• Online webpage
Marketing
• Understand how customers want to
be contacted
• Personalize the experience
Security
• Focus on Security
• Importance of being able to reach the
customer

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Trigger Emails

#CNX14
In 15 months we have collected
profile data for more than 20%
of the list.

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Key Insights
• 23% of our list are men
• 44% prefer dark wash jeans
• 71% prefer flat front pants
• Top styles: Regular fit, Relaxed,
Straight
• 77% of our list are women
• 40% prefer dark wash jeans
• 52% prefer “at the waist”
• Top styles: Boot Cut, Straight,
Slimming, Curvy

#CNX14
After Account Opening…
• Onboarding emails sent promoting
other services
• Mobile apps
• IVR
• Text Message Banking
• Alerts
• Average Open Rate is 65%
• Key opportunity to interact with
customers
• Maintain consistent messaging
across channels
• Clear call to action
• Next phase – encourage updating
preferences

#CNX14
Relevant Promotional Emails

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Engagement Results
No Profile Data
Open Rate: 9.6%
CTR: 1.92%
CTOR: 19.97%
O/D: 0.06%
Customized to
Profile Data
Open Rate: 16%
CTR: 5.33%
CTOR: 33.5%
O/D: 0.23%

#CNX14
Welcome Series
• Sent immediately
• Opt-in sources: Email gate, home
page footer, checkout, registration,
Facebook & contests, product
microsites, co-registration
• Leads generated via the home page
email gate are 4x more likely to
convert in the first 6 months than all
other lead generation sources

#CNX14
Welcome Series – Email 2 has 4 versions
No purchase
No style quiz
No purchase
Completed style quiz
Purchased
No style quiz
Purchased
Completed style quiz

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Banking Notification Emails

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Bank Marketing Messages

#CNX14
Engagement Opportunities
• Personalize emails
• Gentle reminder
• “We are your bank”
• Services to enhance banking
experience
• KEY: Maintain a good email
address and mobile phone
number
• Able to contact a customer if
these are delivered.
• NOTE: Need a process to correct
incorrect email address’
• Export a file from ET weekly to
correct email address issues
• Create a table of email
address’ to exclude
• email@dollarbank.com

#CNX14
Happy Birthday! Or is it?
• 21% Open Rate
• 6.88% Click-through Rate
• 32% Click-to-open Rate
• Above average revenue
• This single email more
than doubled the number
of birthdates on file

#CNX14
Revenue in the last
12 months is 3X
what it was in the
previous 2 years

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How can we make birthdays come more than once a year?

#CNX14
Abandoned Shopping Cart
• We were able to recover over 50%
more orders each month by reducing
the abandoned cart trigger time from
72 hours to 24 hours.

#CNX14
Dollar Bank Plans to Re- Engage
• Promote New Preference Center
• Send email – please update
your information
• Focus on security and
options
• Remind customers to update
• Key – A/B testing of message and
successful interaction
• Re engagement of existing
customers
• List hygiene - deliverability
• Any customer who hasn’t opened
an email within 6 mos.
• Re engagement campaign series
(At least 2 before unsubscribe)
• We Miss You
• Need to hear from you
• Last Chance
• After 12 months w/o engagement
– unsubscribe
• Key – A/B testing of message and
successful interaction
• Reporting is critical - Discover

#CNX14
Tips for Re-engagement Campaigns
• Use a shorter template and subject lines
that differs from your current emails to try and
capture attention
• Focus on one clear call to action. Don’t
send only one reengagement email. Test a
variety of different content and calls to action
to try and reengage subscribers
• Solicit feedback. Understanding why these
subscribers stopped engaging can help
inform future email program strategy and
reduce subscriber inactivity.
• Experiment with the tone and sentiment that
will be a good fit for your brand. Test to
determine whether your campaigns see a lift
with a straight forward approach or a more
emotional appeal
• If possible, use any existing data to
personalize the email and increase the
chance of reengagement. Remind
subscribers about the value of receiving
emails from your brand.
• Don’t remove subscribers immediately
after sending a reengagement campaign.
Provide the opportunity for subscribers to
reengage with your brand.
• When you remove subscribers, be explicit in
communicating next steps and honor those
statements. It should be clear at what point
email messaging will cease.
**Return Path, “Email Win-Back Programs – Everyone recommends them but do they really work”

#CNX14
Two-Part Win Back
• Email one sent after 120
days of no opens or clicks
• Additional email sent 7
days later if no action on
first email
• Inactive group (4-12
months of no activity)
mailed less frequently,
different subject lines
• Subscribers are
suppressed after 12
months of no opens or
clicks

#CNX14
We were able to win back more
than 50,000 subscribers in the first
five months of the program.
This represents about 10% of
revenue from email over the
following 12 months.

#CNX14
Naughty or Nice
• Small list size but
highly engaged
• Long-term focus is
to continually build
this list year after
year
• Of those who opted
in, 14% made more
than one purchase
in a two-month
period

#CNX14
Questions?

#CNX14
Take the after-session survey!
Take the survey in
the Connections
2014 Mobile App
Join the
Conversation!
#CNX1
4
$50
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#CNX14 - Connecting the Dots: Customer Engagement Through the Email Marketing Lens

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