GUESTAUTHOR–EMAILMARKETING
Thepowerof‘acquitention’
TheresultsofthelatestUK Or,lookingatittheother alreadyengagedcustomers?A
DMANationalEmail way,theydonothave80-95per problemthatmanycompanies
Brandsare
BenchmarkingReportshowed centoftheircustomers’email findisthat,althoughtheyare
whatmostofussensed addresses–asinful,missed directlycommunicatingwith
focusingtheir
already,thattheeconomic opportunitytoengageand theircustomeracrossmultiple
emailmarketing
downturnisleadingtoa furthernurturethesecritical channels–egface-to-facein-
significantwideningofthegulf relationships. storeorvia telephonecustomer effortsontheir
betweenretentionand Butorganisationsdon't service–theircustomerservice
acquisitionemailmarketing. needtostabinthedarktofind agentsandstoreattendantsare
existingemail
Duringthesecondquarterof thesepeople. workinginisolationofeach
2008,retentioncampaigns Theyalreadyhavea otherandwithoutaconsistent
databasesand
accountedfor82percentof relationshipwiththem–justnot marketingbrief.
awayfrom
totalvolume,whilethe throughtheemailchannel. Foracquitentiontobea
proportionofacquisition Theymaybelong-standing genuinelyeffectivestrategy,a speculative
campaignshadfallenfrom24 membersofloyaltyschemes. companycannotworkin
percentinthefirstquarterof Theymaybefrequent marketingsilos.Toyieldresults,
acquisition
2008tojust18percentinQ2. in-storevisitors. thestrategyneedstobe
campaigns.
Overthesamequarter,itwas Theymayberegular endorsedbyseniorexecutives
revealedthatcontactfrequency catalogueshoppers. andstaffneedtobebriefedand
increasedfrom4.21consumer Ortheymaybefrequent incentivisedtoacquirecustomer
contactsto5.44. websitevisitors. emailaddressesateverypointin
Assumingthatthistrendhas Inthiseconomic thecustomerlifecycle.
continuedinto2009,itisplain environment–morethanever Onastrategiclevel,brands
thatbrandsarefocusingtheir before–organisationsneedto shouldcalculate
emailmarketingeffortsontheir maximiseeverysinglecustomer thelifetime
existingemaildatabasesand touchpointtoengageand valueofa
awayfromspeculative encourageopt-ins.And,more customer
acquisitioncampaigns. thaneverbefore,oncea and
Itiscrucialtorealise, customerhassharedthis identify
however,thatunlessyouhavea valuableaddress,theyneedto how
finetuned,highlypersonalised deliverrealvalueandrelevance. much
emailstrategy,hammeringyour they
existingemaildatabasewill Missedopportunity
resultinalienatingcustomers, Thismissedopportunityis
drivingdownROIand furtherunderlinedbysome
ultimatelyreducingyour researchcarriedoutbye-Dialog
mailabledatabase. inMarchinwhichwesurveyed
Sohowdoyoureconcile 2,000UKconsumers.When
theseconflictingpriorities? askedwhethertheywouldbe
happytosharetheiremail
Acquisition/retention addresswithacompanyifthey
Ourresponsetothisconundrum wereanexistingcustomer,69
istorecommendanapproachI percentsaidtheywould,but
call‘acquitention’. onlythreepercentsaidthey
Acquitention– inthecontext hadbeenaskedtoshareitat
ofemailmarketing–isthe thetill,viacatalogueor
strategyofacquiringa directmail.
customer’semailaddress. Withnewemailaddresses
Itvariesbyindustrybut becomingeverharderto
someorganisationsonlyhave acquire,surelythisisan
fiveto20percentoftheir opportunitynottobemissedto
customers’emailaddresses. buildanemaildatabasewith
38 May2009
www.dmi-news.com
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