Mining

Efficient and Accurate Mining Plan Strategy for Fly Victor

I. Data Analysis and Preparation

1. Audit Existing Data
   • Review all available fields in Salesforce for each member
   • Identify gaps in crucial information (e.g., contact preferences, last interaction date)
   • Flag accounts with outdated or inconsistent information
2. Segment Members
   • Categorize members based on: a. Prospect energy (Hot Prospect, Prospect, No Potential, Unknown) b. Time since last contact c. Completeness of profile information d. Past booking history (if any)
3. Establish Baseline KPIs
   • Set metrics for successful outreach (e.g., response rates, information update rates)
   • Create a dashboard in Salesforce to track these KPIs

II. Strategic Outreach Steps

1. Data Verification and Soft Re-engagement
   • Send a bulk email to all members with opt-in for continued communication
   • Include a link to update their profile information
   • Reason: This respects privacy, filters out uninterested members, and updates data
2. High-Value Member Prioritization
   • Focus on members who have opted in and: a. Are classified as Hot Prospects b. Have a history of bookings c. Have engaged with recent emails or website
   • Reason: These members are most likely to convert and provide immediate value
3. Information Gap Filling
   • For members with incomplete profiles, prioritize outreach to gather missing key information
   • Reason: Complete profiles enable more personalized and effective future communication
4. Reactivation of Dormant High-Potential Members
   • Target members who haven't engaged recently but have a history of high-value bookings
   • Reason: These members represent potential quick wins if re-engaged effectively
5. Exploration of Unknown Status Members
   • Develop a campaign to re-qualify members with unknown status
   • Reason: This helps clean the database and potentially uncovers hidden opportunities
6. Long-Term Nurture for Low-Engagement Members
   • Create a low-frequency, high-value content campaign for members who haven't opted out but show low engagement
   • Reason: Maintains a connection without being intrusive, leaving the door open for future engagement

III. Outreach Prioritisation and Methods

1. Email
   • Primary method for initial contact and bulk communication - Not in sales force
   • Best for: Data verification, soft re-engagement, and sharing valuable content
   • Timing: Business hours, Tuesday-Thursday for highest open rates
   • Frequency: Varies by member segment, but generally no more than once per week
2. Phone - Do this First
   • Use for high-value members and those who've shown recent interest
   • Best for: Detailed conversations, relationship building, and immediate response needs
   • Timing:
     • Business hours: 9am-5pm local time, Tuesday-Thursday
     • Avoid: Mondays (typically busy), Fridays (weekend planning)
     • For international calls: Respect time zones, aim for 10am-4pm recipient's time
3. Text
   • Use sparingly and only with explicit permission
   • Best for: Quick updates, reminders, or urgent communications
   • Timing: Business hours, avoid early mornings or late evenings
4. Social Media
   • Use for general brand awareness and thought leadership
   • Best for: Sharing industry insights, company news, and engaging with member's public posts
   • Timing: Varies by platform, but generally business hours

IV. Respecting Boundaries and Member Engagement

1. Establish Clear Communication Preferences
   • During initial re-engagement, ask members to set their communication preferences
   • Respect these preferences strictly in all future communications
2. Implement a "Do Not Disturb" Option
   • Allow members to temporarily pause communications
   • Offer options like "Contact me in 3 months" or "Contact me next year"
3. Tiered Outreach Frequency
   • Base contact frequency on member engagement level and stated preferences
   • Example:
     • High engagement: Up to weekly communications
     • Medium engagement: Bi-weekly or monthly
     • Low engagement: Monthly or quarterly
4. Value-First Approach
   • Ensure each communication provides value (industry insights, exclusive offers, relevant news)
   • Avoid purely sales-focused messages
5. Transparency in Data Usage
   • Clearly communicate how member data is used and stored
   • Provide easy options for members to view and update their data
6. Personalisation Without Intrusion
   • Use available data to personalize communications, but avoid references that may seem too personal or intrusive
   • Focus on professional and travel-related personalisation
7. Respect for Opt-Outs
   • Honor opt-out requests immediately
   • Provide a clear, simple opt-out process in every communication
8. Continuous Feedback Loop
   • Regularly solicit feedback on communication preferences and content value
   • Use this feedback to refine the outreach strategy

By following this mining plan strategy, Fly Victor can effectively re-engage its member base while respecting individual preferences and privacy. The key is to remain flexible, continuously analyse results, and adjust the strategy based on member responses and engagement metrics.