The other week, I had the pleasure of moderating the AMA Interactive Marketing SIG (special interest group). There was a good exchange of information during the week - one on how companies can address email churn. Here are some thoughts shared.
Did you know emails churn 2.5% each month?. Here are some ideas on how to bring them back:
- Direct mail - many times people change their email, but not their street address. Create a quick postcard to tell them you miss them and give them an incentive to come back.
- ECOA (Email Change of Address) - some list managers choose to use companies like Experian or Accudata to locate a customer's new email address and opt them back in to receive emails.
- Email Append - In this case, a list manager has the customer's name and address, but does not have their email address. List managers use Accudata or Melissadata to overlay (or append) customer email addresses to the list manager's database. Once again, these customers are only delivered when they opt-in to receive emails.
- Offline Database Matching - Work with a large third party vendor such as CoolSavings. Match your list with their list and determine what they have that you don't have. Once you have your new list of desired email, have the third party email them on your behalf and give them a compelling reason to opt-in to your list.
Regardless of the tactic you choose to use, make sure you indicate in your database where the email came from. It is not cheap to "reacquire" these emails and you will want to make sure they generate positive ROI for your company.
Comments