Well, it is a very big deal for retailers today — email marketing, that is. Which is why, once again, I would like to bring you a tip from a white paper written by Heather Blank, director of strategic services at Responsys.
To recap, so far, Blank’s tips have touched on segmenting your email recipients, sending purchase suggestions in transactional emails (when you send an order confirmation, for example) and spiffing up your welcome message to new email subscribers.
Blank’s next tip, in her white paper, “Retail Marketer’s Playbook: Your 180-Day Email Marketing Game Plan with Top 5 Plays,” concerns a “win-back program.”
This means, of course, winning back customers who haven’t bought anything lately. “Let customers know you’ve noticed that they haven’t made a purchase in a while with a ‘We’ve missed you’ message,” Blank writes.
She uses the beauty products retailer Philosophy as an example of a company that succeeded with a win-back program. “Emails were triggered automatically after 90 days of inactivity,” Blank notes, “and delivered special incentive offers, such as free shipping.”
In just one month, the retailer recovered the cost of implementing its win-back program.
Blank’s white paper can be found at DMNews.