How to increase your renewal revenues through automation. 16th November 2017
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1 How to increase your renewal revenues through automation 16th November 2017
2 The agenda The role of in Future s renewal journey Why should you automate? What can go wrong with automation? Are you ready to automate? How we automated our renewal s? Our next steps to optimise further
3 What s can you automate? Abandoned Basket Renewal Welcome Anniversary 3
4 How can automation help you? Saves time & lowers costs Continual flow of renewals & less reliance on costlier channels Focus on marginal gains for collective uplift One-time setup motivates to maximise personalisation No constraints to send more s, reach more of your list, more regularly An automated feed of data that is updated daily, allows more precision with your journey
5 Guarantee renewal revenue from new segments with automation Renewing our customers 3 years ago Subscriptions Print Single Currency GBP B2C Renewing our customers right now Subscriptions Memberships Premium or VIPs Paywalls Print Digital Print + Digital Bundles Multi-mag Bundles B2C B2B GBP, Euros and US Dollars
6 Where automation can fail Problem: If you don t proof every segment, your s may not populate as planned Solution: Check your data and filters or your conditional content may not display.
7 Where automation can fail Problem: If your data isn t accurate and yet you still renewed subs to come back Solution: Check your data to see why renewals are being processed as new orders.
8 Are you ready to automate your journey? Data Hygiene Content Customer Journey - Got a high volume of addresses? - Delivery rate? - Are you on safe sender lists? - Captivating subject lines and pre-header text? - Convincing calls to action? - Clear proposition & copy? - Mobile-optimised artwork? - Consistency through to landing page? - Is your journey delivering on all of your objectives? - Are you varying your journey and maintaining engagement?
9 How? Collaborate and tap into expertise Subs Bureau Data Team ESP Design Team ESP Project Team Future s Renewal Team Future s Team Subs Bureau & ESP use APIs to feed our daily data into s ESP gather journey requirements to build filters Renewal team work with editorial team to assemble USPs & artwork team devise testing methodology & manage project Renewal & teams undertake proofing programme Data Audit & Daily Feed Filters Creative Renewal Journey Testing & Proofing
10 Filters ensure the right is sent to the right person at the right time Has not received campaign? Is a paid subscriber? Have they previously unsubscribed? Is an active or lapsed.and so on Type of subscription? How many issues remaining? Are they a direct or donor sub?
11 - Logo Image - Logo Link Dynamic content driven by XML and IF statements - Banner link - Subscriber ID - Salutation Paragraph - Percentage Saving - Copy link - Renewal Currency - Renewal Price - Upgrade Currency - Upgrade Price - Number of Issues Upgrade Offer - Cover - Currency - Price - Link - Mag Cover Image - Mag Cover Link Renewal Offer - Cover - Currency - Price - Link - sign off - Terms & Conditions
12 Checklist Project start-up Test on one brand Data / Filters are correct - Build clear plan & get buy-in from key stakeholders - Sacrifice initial development for longer term gains - Is automation the solution for you? - Delivering the results you expect? - Compare data in your data feed and people selected in your filters to the raw data held at your subscription bureau Proof - Sign-off every variation - s render correctly & show the correct message Monitor - Set up seed records to ensure journey performs as expected - Retest with every further change
13 Next Steps Don t rest - optimise & improve on KPIs Send s at more personalised times or adapted by behaviour Make each magazine journey a more branded experience More behaviour-triggered s i.e. re-sends based on previous actions Score subscribers by likelihood of renewing and adapt journeys Test more aggressive/flexible pricing at expiry
14 Thank you!
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