Ask Us ANYTHING: Best WIN-BACK Strategy? 📺TV Show Update! Ep. 326

0:08Welcome to Do This Not That, the podcast for marketers. You'll walk away from each episode with actionable tips you can test immediately. You'll hear from the best minds in marketing who will share tactics, quick wins, and pitfalls to avoid. We'll also dig into life, pop culture, and the chaos that is our everyday. I'm Jay Schwetelson. Let's do this, not that.

0:40We are back for Ask Us Anything from the Do This, Not That podcast presented by Marigold. This is our short episode where all week long we get in questions. We get in work questions. We get in ridiculous questions. And we try to tackle one of each. And if you want to submit a question, well, you'd be extremely cool. All you do is go to jschwedelson.com. There's a button that says podcast. Another one of this is Ask Us Anything. And we get in wild questions. So let's do the work question before the ridiculous question. We got a question from William from Cleveland, Ohio. Oh boy, Cleveland rocks.

1:11You know, that's where the Rock and Roll Hall of Fame is. I always have issues. I have issues with everything. I have an issue with the Rock and Roll Hall of Fame, not the ass, William, because the Rock and Roll Hall of Fame lets in bands and singers that are not worthy. You know, not everybody is guns and roses on the Beatles. I remember they let in the zombies. Who are the zombies? They had like two hits in the 60s. Nobody's a fan of the zombies. I'm going to get so much hate mail. I don't care. Or how about Percy Sledge? The one song when a man loves a woman. You don't get in when you have one song.

1:41Enough. Anyway, sorry. I get worked up. William, what is your question? Jay, we are starting a win back campaign for contacts in our database who have not opened or clicked on email in over a year. It's more than half of our database. Any tips that we should consider? Well, the first tip that you should consider is that you've waited way too long. Everybody waits way too long on their win back program. Here's the stat that's going to make everybody cry out there. This is for your email database. Okay. 70 % of people, whether it's a business or a consumer database, 70 % of people that have not opened and clicked on one of your emails after 60 days of non-activity never will again.

2:26Meaning after 60 days pass and the person doesn't open click on one of your emails, over 70 % of people of that population will never open and click on one of your emails again. The only exception to that rule is if you sell stuff kind of around the holiday season and then people kind of wake back up. But beyond that, business and consumer, you need to have your win back programs going way, way sooner. You need to have a win back program starting at 30 days of non-activity, 60 days, 90 days, 120 days. If you're waiting for a year, forget it. A year ago was a million years ago. Nobody cares. So the way that we look at it is that at 30 days, what your win back campaign should be to people that have not opened or clicked on one of your emails should be intense value-driven special drops to that population of business decision makers or consumers.

3:18So what I mean by that is sending them special emails that say things like three things you missed in the last two weeks. That's your subject line, that's your content. Or in case you missed it, these two things just dropped. You want it to be very intentional about the value that they have missed over those last 30 days, right? And then you could also layer in some FOMO. You missed something big, dot, dot, dot. You are being intentional about telling them in the last 30 days you missed stuff because that 30-day period is where they're starting to get closer to the cliff of never coming back. Then you get to the 60-day marker.

3:57Then we like to layer in kind of the mistake that, uh-oh, I think you're making a mistake. You've missed out on what we're doing. So you start to say things like this and like your subject lines, your body copy, everything. You know, literally your subject line would say, you know, wait, are you still seeing this question mark? Or it might say, you used to love this, dot, dot, dot. You have to be all over your contacts that are no longer paying attention to you, if you are treating them like everybody else after they haven't engaged for 30 days, and then for 60 days, you're failing. You're just absolutely failing.

4:30And then at 90 days, you start to get really aggressive. And this is the time to use the tactic that works better than any other win-back tactic that exists for business and consumer targets, and that is confirmation status sends. So literally, you'd put in the subject line things like this. You'd have the word confirmation written in all capital letters, with a colon. It would say confirmation colon, VIP status ending dot, dot, dot. Or on the business side, you might say, are you still in, and then you put the industry, are you still in the retail industry question mark? You are asking the person to basically confirm, not actually confirm, but just by opening up the email, clicking on the email and engaging that they're confirming that they are still interested in that VIP status.

5:14They are still in that industry. And when they open up. You go, okay, great. You're still interested in the VIP status. Great. We have a special deal for you. Okay, great. You opened up the email. You're still in the retail industry. Great. Here's some stuff going on in the retail industry. Confirmation status emails kind of freak people out a little bit, but it's the number one driver to doing an aggressive win back that actually does really, really well. And then when you get to 120 days, you basically have lost the person. So now's when you've got to go nuclear. Okay. And you have to do things that are completely different.

5:45You need to send your emails out at a completely different time of day. Okay. You might need to layer in a new from name, not a different email address, but just changing the from name from maybe your brand to maybe a person's name like Alyssa from brand. Okay. You need to do something. You need to jump up and down. You need to have more coffee because whatever you're doing is not working. So win back doesn't start at a year. It starts at 30 days. All right, before we get to the ridiculous question, I want you to know that this podcast is presented by Emma from Marigold. Now, I use this platform to send out my emails.

6:20I've been using this platform for years. I send out billions of emails, consumer and business emails, and I have an offer only for listeners of this podcast. Emma is an incredible sending platform that if you've never looked at it, it is great for loyalty programs, for getting your email in the inbox, for all of it, for the best type of segmentation, the exclusive offer for listeners here is 50 % off your first three months of using it. This is wild. You gotta check that out. 50 % off, all you gotta do to take advantage of the offer is go to jschwedelson.com slash Emma, E-M-M-A. That's jschwedelson.com slash Emma.

6:57Check it out, 50 % off. Wow. All right, let's get into the ridiculous question. in from Jackie from where are you from? Fernandina Beach, Florida. What is that? I live in Florida for 30 years. What is that? Fernandina Beach? I have no idea where that is. I'm probably getting more hate mail. I should probably go there, but I hope it's nice there. How do you live in a state and never heard of something? I'm an idiot. Whatever. All right. What's your question, Jackie? The ridiculous question. Jay, how can you not be watching the best show on TV? Paradise. aha well i am watching i did watch paradise first of all i'm gonna give you a rundown on what i'm watching right now not because anybody cares but because i don't know why um paradise if you haven't seen it okay great question jackie i'm glad you brought this up this is on hulu the guy that stars in it sterling k brown is awesome if you've not tried that this is kind of like uh dystopian type stuff like the end of the world type stuff this is a great great show and it's been renewed for season two.

8:03So if you haven't watched it, watch that. I'm watching right now, which nobody else, I was watching it last night, my wife, and I was sitting on the couch with her. I turned to her and I go, I don't think anybody else in the entire country is watching this show but us. And she goes, I think you're right. We're watching Love Hotel on Peacock, which is so good. It's a reality dating show. It's with some of the all-star cast from The Real Housewives, and they're dating all these dudes and it is a great reality dating show that's on peacock i've also started watching four seasons with uh um uh what's her name oh what's her name amy poller's friend oh like oh why do i forget her name uh but and and steve carell from um the office what uh why am i a doofus i can't remember anybody's name uh and she was in mean girls why can't remember her name who cares?

8:53Anyway, four seasons. It's okay. It's mildly depressing. I don't know if I recommend watching this show. I don't even know if I want to continue watching a show. I just finished episode two. It's fine. And then the other thing that we've been watching more of lately, I don't know why, is House Hunters. I don't know why I'm watching House Hunters. House Hunters is the strangest show. Everybody's watched House Hunters, like 400 seasons of it. But it's the strangest thing because the couple never is on the same page, right? They're like, okay, we need a new house. And one person's going to be like, well, I want like a sleek, you know, modern condo townhouse thing or whatever.

9:33And the other person's like, well, I want a log cabin in the forest with no electricity. And I'm like, how did these people wind up together? They're not on the same page. And the dude never wins. The wife or whatever always gets wins. And they look at three houses and then you try to guess which one they're going to pick. And they never picked the one that they should pick. They picked the worst option possible. So I don't even understand what really goes. I need to get behind the scenes on House Hunters because I've watched like 400 episodes. I would say my ability to pick which one they're going to pick is at like a 19%.

10:09I'm terrible at it. Anyway, what am I talking about? I have no, I have absolutely no idea. So thanks for being here. I appreciate it. If you leave this thing a review, you would be a really cool human being. I would really appreciate it. It actually helps circulate this show. And check out the next one. Later. You did it. You made it to the end. Nice. But the party's not over. Subscribe to make sure you get the latest episode each week for more actionable tips and a little chaos from today's top marketers. And hook us up with a five-star review if this wasn't the worst podcast of all time. Lastly, if you want access to the best virtual marketing events that are also 100 % free, visit guruevents.com so you can hear from the world's top marketers like Damon John, Martha Stewart, and me.

11:01Guruevents.com. Check it out.