Effectieve e-mailmarketing d.m.v . relevante dialogen Michael Straathof 13 december 2012

1. Effectievee-mailmarketing d.m.v. relevantedialogen Michael Straathof 13 december 2012

2. strategy optimize interim return ondialogue marketing

3. CRM is all about managing valuable relationships

4. Definition CRM:valueforcustomer = valuefor the company

5. @ 3 ways to increaserevenue

7. Our view on RELEVANCE

9. Get to knowyourcustomer and serve them as individuals

10. Thoughts Brand decision makers Greed Fear status Social The sub consciousness has a much greater impact on behaviour than your thoughts

11. Insights in which parts of the brains are positively or negatively stimulated is increasing. Human behaviour predicted: Functional MRI measures brain activity

12. All information we see has, without knowing it, an effect on our brain and by this an effect on our behaviour.. Your brains decide, before you are conscious about it, what you want to do.

14. People are imitating each other… • Most people reuse their towel at least once during their stay +26% • Most people that have stayed in this room reuse their towel at least once during their stay + 33% With the growth of social media social influencing is gaining importance driver for behaviour.

15. Project X at Haren, Netherlands

16. Revolution, Egypt

17. Media, social influencing, humanization of content

18. Social influence/humanization of content in email

19. Social influence/humanization of content in email.

21. ‘non relevant mailings are the top reason why consumers opt out of email’ Forrester Research ‘relevant emails drive 16x more revenue than traditional broadcast mailings’ Jupiter Research ‘Targeted emails generate on average over 4x the revenue of non targeted emails’ Forrester Research ‘relevance drives 60% of consumers who make immediate email purchases’ Jupiter Research ‘alignment with consumer interests is the number one driver of email opens,’ Forrester Research More reasons to personalize and focus on relevance?

22. Subscription Newsletters start Source: Forrester Win back Activation Loyalty welcome Customer Life Cycle as guidance for relevancy. Information need differs per phase

23. 2 – CURRENT CUSTOMER LOYALTY-PROGRAMMA RETENTIE WIN BACK INACTIEF WELKOM RE-ACTIVATIE ACQUISITIE OPNIEUW VERLEIDEN 1 - PROSPECT 3 – LOST CUSTOMER Customer Life Cycle as guidance for relevancy. Information need differs per phase

24. You are certain of only two things in life… Although most of the below events will also occur Birthday Retire Buying house In love Grand-children Marriage Sacked School Study Living together Divorce First job Human life cycleas guidanceforrelevance

25. Anotherguidanceforrelevancy, the world of the customer

26. Usage complaints Change of conditions Questions Status update reviews Product driveninteractionbetweencompany and customer as guidanceforrelevance

27. 4 6 7 1:1, trigger based Personal communication. Event driven emails based on individual real time behaviour. Continuous campaigns throughout the year. 3 5 2 5 1 Prospect Active Inactive Lapsed New 1:few, segmented Communication based on historical profile data and segments. E.g. Each week or month another selection. E.g. Postal code, B2B vs B2C, RFM (CRM), man vs woman tijd . 1:many, generiek Planned communication to all customers. E.g. Newsletter. Summary: the bases of your customer contact strategy and email plan newsletters tijd

28. Double Opt-in Wel relatie, wel toestemming d.m.v Bevestigde aanmelding Wel relatie, wel toestemming, Bijv. aanmelding via website Opt-in Soft Opt-in Wel klant (=betaalrelatie), geen toestemming Opt-out Wel relatie, geen toestemming Bijv. naamkaartje op beurs SPAM Geen relatie, geen toestemming Email marketing is permission marketing

29. 1. Inbox: • Improve open rate • Sender • Subjectline, • Snippet, • Time • 2. E-mail: • Improve Click • throughrate • Design, • Call to action, • Copy • 3. Landingpage: • Improveconversion • Customer journey, • what’s in itfor • the customer, • Removebarriers Funneloptimization in email marketing

30. # sent • # en % delivered • # en % bounced • # en % opened • # en % clicked • # en % opted out Key email metrics

31. sender Snippet or pre-header subjectline The inbox

32. Inboxheatmap

33. Send time optimization

34. Sender: Don’t use an email address Don’t use a no-reply Sender • Brand name as sender • Person as sender (if the recipient knows the sender) • Use less than 25 characters Inbox: improve open rate by using a recognisable sender name

35. Subjectline Don’t repeat what’s already said in the sender Don’t use the name of the month or a number Subjectline • Place most important words in the beginning • Experiment with personalization, use of capitals • Use CURVE: Curiosity, urgency, relevance, value, emotion • Use positive words Inbox: improve open ratebyusingeffectivesubjectlines

36. Effectiveandlesseffectiveuse of the pre-header

37. Inbox: • Doel: verhoog open- • Percentage • Afzender • Onderwerpregel, • Snippet, • Preview pane, • tijdstip • E-mail: • Doel: improve Click • through rate • Design, opmaak • Call to action, • Copy • Landingpage: • Doel: verhoog • Conversie • Herkenning, • Voordeel, • Drempels weg • Checklist Email marketing funnel optimization: the email

38. People first scan, then decide to quit or read further. • They scan: • Visuals • Buttons • Big of bold letters • Numerations (bullet points) • Text links • movement Makeyouremailsscanable

39. Alt text Thinkabouthow the email looks without visuals

40. Download brochure (pdf) Click here Print your voucher Print Start questionnaire Usescanabletext links and buttons

41. Use images to direct the eyes of the recipients

43. 2 hersenhelften

44. Rationeel versus emotioneel

45. Non scanable & scanable email

46. The power of words

47. Mobile us

48. The new mouse

49. Source: StyleCampaign.com, Litmus

50. Responsive design Smart-phone 320px Laptop Desktop 1600px Tablet 768px