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EMAIL ACQUISITION STRATEGIES 1 EMAIL ACQUISITION CHALLENGE - - PowerPoint PPT Presentation
EMAIL ACQUISITION STRATEGIES 1 EMAIL ACQUISITION CHALLENGE - - PowerPoint PPT Presentation
EMAIL ACQUISITION STRATEGIES 1 EMAIL ACQUISITION CHALLENGE PROBLEM: TPWD has a small % of customer email addresses. SOLUTION: Develop and implement new email acquisition strategies RESULT: Greater reach, greater engagement, greater opportunity
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EMAIL ACQUISITION STRATEGIES
1
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EMAIL ACQUISITION CHALLENGE
PROBLEM: TPWD has a small % of customer email addresses. SOLUTION: Develop and implement new email acquisition strategies RESULT: Greater reach, greater engagement, greater
- pportunity to drive ROI
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CURRENT CUSTOMERS
Add new customers to relevant email topics and welcome them. Customers engage with content at higher rates than non-customers Opportunity to cross- promote other products and programs
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CURRENT CUSTOMERS
Adding customers to relevant
- ngoing communications
Increases reach Keeps topics fresh Cross-promote relevant programs and products
FISH TEXAS E- NEWSLETTER FY 2016 FY 2017* Growth
- Avg. # of Total Recipients
55,838 151,678
+172%
- Avg. Unique Email Open
Rate 21.2% 27.5%
+30%
Unique Clicks 12,261 30,621
+150%
HUNTTEXAS E- NEWSLETTER FY 2016 FY 2017* Growth
- Avg. # of Total Recipients
109,533 212,727
+94%
- Avg. Unique Email Open
Rate 19.8% 22.2%
+12%
Unique Clicks 20,663 38,041
+84%
* The first year we began adding recent customers to the e-newsletter
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PRICE PROMOTIONS
Email addresses only collected during online purchases Drive online entries with discounted price % of entries purchased online grew from 20% to 67% Online purchasers buy more entries, so ROI not negatively impacted
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BIG TIME TEXAS HUNTS SALES
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BTTH CUSTOMERS CUSTOMERS REACHED RESPONSE RATE Direct Mail + Email Reminders 29,148
28%
Direct Mail Only (No Email) 11,617 23% DIRECT MAIL + EMAIL EMAIL ONLY # Entries 60,028 7,610 Gross Revenue $559,288 $70,903 Net Revenue
$446,816 $61,875
ROI
393% 685%
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PRIZE DRAWINGS
Collect email addresses from license buyers > 26,022 unique email addresses collected
Create excitement and interest among the hunting and fishing communities.
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EXCLUSIVE CONTENT
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Different magazine article available each month since January 2016 > 16,729 increase in reach
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Generated a 247% increase in new subscriptions
TIMELY INFORMATION
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License renewal, reactivation and reminder emails accounted for 40% of traffic to online license sales page on 8/15/17.
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WEBSITE
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174% increase in new
subscribers from web in 1st month!
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TEXT-TO-SUBSCRIBE
Poster at State Parks Boat Registration Inserts
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Website
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TPWD EMAIL SUBSCRIBERS
100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 2014 2015 2016 2017
Listed Subscribers
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Thinking beyond hand-outs
PARTNERING FOR R3 SUCCESS
O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E Chris Willard R3 Coordinator Oregon Department of Fish and Wildlife
RBFF State Successes Webinar – February 22, 2018
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Transactional Engagement
= Relative size of program, campaign, event, etc. Effort 1 Effort 2 Effort 3 Effort 4 Customers Engaged Over Time O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E
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Customer Centered Approach
Customer
Programs & Events Promotions Web Licensing Regulations / Resource Mgt. Partnerships Social Media
O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E
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O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E
Supporting the Hunter and Angler Customer Journey
I could see myself hunting and/or fishing I’m going to hunt and/or fish I bought a license and went hunting and/or fishing I’m looking for a new outdoor activity and/or food source
Awareness Consideration Evaluation Buy Experience Bond Advocacy Agency Strategies to Support the Customer Journey Enhance Discovery Engage & Educate Transact & Support
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O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E
I’m going going to fis to fish! h!
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Start with trout – SO EASY!
- Fishing license
- Basic gear and tackle
- Simple techniques
O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E
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O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E
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Retail Endcap Displays ● 70+ Locations
Goals:
- Make it easier to
find entry level products:
- Make it easier to find
basic “where to” and “how to” information
- Promote ODFW
- nline resources
- Encourage
purchases
- Increase awareness
& consideration of trout fishing
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ODFW Reflections & Lessons
- Think strategically
- Partner core competencies are not providing free stuff!
- Break it down, stick-figure like
- Why it’s important to you & why it should be important to
them.
- Resources
- Be prepared to work – hard!
- Be prepared to contribute funding
- Be Patient!
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Building on Connected Experiences
Effort 1 Effort 2 Effort 3 Effort 4 Customers Engaged Over Time Social media base
Sustained Relationships Loyalty Advocacy
O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E
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Chris Willard chris.a.willard@state.or.us 503-947-6015
O R E G O N D E P A R T M E N T O F F I S H A N D W I L D L I F E