Amy Abascal, Head of Marketing, Americas at FollowAnalytics, shares her insights on re-engagement and omnichannel marketing.
This morning, I got into the office, drank my tea and began making my way through my inbox. And like so many other days, I found one: my daily “bad marketing facepalm.” It was an email with a subject line that said, “[REDACTED] expands service to Boston.”
What was wrong was that the company sending the email is a lunch delivery provider, and I live in San Francisco.
While I’m sure that everyone who works at that company is very excited about this milestone, it was completely irrelevant to me. Why would someone need an email saying that lunch was now available 2,700 miles away? Probably just like you, my inbox gets quickly full of irrelevant garbage and, consequently, I’m pretty quick with the unsubscribe button. And that’s just what I did. I unsubscribed. They’ve lost the chance to ever communicate with me via email again. Or have they?
Fortunately, for this company (which from here out, we’ll call XYZ Lunch Delivery), I haven’t deleted their app, so if they play their cards right, they can still bring me back into the fold, retain my business and probably even get me to opt back into email. But they’re going to have to be really smart this time, because they’ve already ticked me off.
Here’s an example of a personalized omnichannel re-engagement campaign recipe that XYZ Lunch Delivery could use to not only fix their mistake but increase the LTV of a user like me who dropped off. Since they can’t engage me via email anymore, they are going to need to find channels that still work. In this example, we’ll start with push.
A) to win additional business
B) convince me to opt back into email
C) attract referrals.
This works because their messaging is now going to be personal, relevant and contextual. They are going to send me offers to restaurants they know I like, because they are using their CRM intelligently to see what I’ve purchased before. They’ll use context to to communicate to me during a time of day that I’m probably thinking about lunch, like between 10 and 11:30am. They’ll keep it relevant by showing me only restaurants in my area (and not in Boston).
This sort of campaign would make me interested in hearing from XYZ Lunch Delivery again because their content would have value to me. I’d probably forgive them for their email about about the Boston expansion, just as long as they didn’t spam my inbox too often and their messages stayed relevant; because, hey, we all make mistakes. The beauty of omnichannel marketing is that with the right tools and strategy, even if you do screw up, there are still ways to reach your customers and make up for it.
It’s better to keep your messaging relevant from the beginning. The lunch delivery company could have taken an extra five minutes to geographically segment their database and not lost users like me. But even the be best funnels have holes. Your relationship with your mobile user should exist both inside and outside the mobile app, which means that if you do lose them in one channel you have the chance to bring them back. Think about how you can leverage omnichannel marketing to bring value to your customers and keep them hooked.