using email to retain business customers | emsa 2011

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

B2B Retention

Trent HaagHead of Digital Optus Business


The News of my death has been greatly exaggerated

Death of Email…


Email Marketing is Mature


Email Marketing Innovation

Targeting/Connected to CRM:

Connect to Social media:

Edm / video:

Event management:


Social Media Integration

• Powerful combination with Email Marketing


Event Management

friendly reminder

RSVPs


But what about RETENTION?


OBs Leaky Bucket


Ratio of Accounts to AMs


Communication Canyon


Email to bridge the Gap


Communication Plan


Friendly ToneCustomer Feedback Form


No need to boil the Ocean

Marcommsissues

Service issues

Account issues

MARKETING

SALES

Customer Service

ISSUES MANAGEMEN

T SYSTEM

EMAIL MANAGEMEN

T SYSTEM

CUSTOMER


Objectives and Results

• $100 Million in protected revenue year 1• 3% reduction in customer churn


Email Marketing

• Mature business platform

• Going through an innovation stage

• Under-utilised for b2b retention


questions

using email to retain business customers | emsa 2011

Education