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MarketingProfs - Kimberly Smith

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MarketingProfs - Kimberly Smith

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  1. “In an age of mass information, time constrains and immediate gratification the key lies in offering something truly relevant. Not just once but each time you send an email.Such relevance not only improves campaign results such as opens and clicks but also fosters loyalty and trust and reduces unsubscribe rates and SPAM complaints.” MarketingProfs - Kimberly Smith

  2. Best Practice Training Newsletters - January 2014

  3. Agenda • Changes & New Structure • Best Practice – Newsletters • Actions for you / Next Steps

  4. Changes and new structure

  5. Changes • Simplified subscription structure / Focus on Newsletters Less subscription options / Same sendout types • More centrally provided content We will publish more central content for you to localise and use in your sendouts. Newsletter articles that you can re-use will be published in the internal publications . Call-to-action and Information mails will be published and communicated separately. • No more approval rounds Make sure to follow the check list provided at this training. We will review sent mails and get back to you if you need to change something. • Best Practice TrainingsBi-montlhy Best Practice trainings to share and improve the common knowledge on how to make great email communication

  6. Changes • All questions should be sent to corporate.identity@globalblue.com New contact for support on content, layout, images etc. (apsis@ will be removed 31/1)

  7. Newsletters = Relationship

  8. New subscription structure – Sendout Types Same as before

  9. Sendout Types (internal description)

  10. New subscription structure - simplified Only onelocal subscription

  11. Subscriptions

  12. New subscription structure - Additional sendouts Central or local content to targeted groups

  13. Additional Sendouts

  14. Subscription structure Information mail Call-to-action mail Newsletter

  15. Best Practice – Newsletters

  16. Frequent Sendings To build a long term relationship and become the top of the mind brand. Relevant Content Relevant and valuable content is the key to get them and keep them

  17. Frequent Sending's To build a long term relationship and become the top of the mind brand.

  18. Frequent Sendings - Why?

  19. Frequent Sendings - How? • Monthly newsletters are recommended (minimum bi-monthly) • Share & re-usecontent We will provide more content centrally and make sure to re-post info from earlier information mails. Re-post from corporate Social Media. • Minimum 4 – max 7 stories per Newsletter • Scheduling for early mornings or end of the week.

  20. Good Planning Get an overview of Merchant benefits. Minimum time spent on creation.

  21. Good Planning • Make a sendout plan for 6-12 months at the time • Reserve time for proofruns and ad-hoc changes • Aim on having the newsletter ready a week before sendout • That way you´ll have time for final improvements if needed • You´ll have time to send to colleagues in advance • You can easily schedule the sendings for a specific time • Reserve time to measure results and take corrective actions when needed!

  22. Good Planning • Plan the content ahead – get planning template here • Use e.g International Holiday Calendar as a source • Get you local team involved – ask for tips on stories • Get your readers involved – ask what they want to know • Reserve time to measure results and take corrective actions when needed!

  23. 8 seconds The average attention span in 2013 9 seconds The average attention span of a gold fish http://www.statisticbrain.com/attention-span-statistics/

  24. Relevant Content Relevant and valuable content is the key to get them and keep them

  25. “Customers don't buy from people they don't trust” 1. Be yourself. 2. Value the relationship. 3. Be curious about people. 4. Be consistent. 5. Seek the truth. 6. Keep an open mind. 7. Have a real dialog. 8. Be a professional. 9. Show real integrity. Jerry Acuff and his book on Strategic influence and Success stories.

  26. Content - Value proposition “Get the latest from the experts on foreign travellers shopping and spending” • Latest news  Newsletters should include latest international and local news around globe shopping and international travellers • Specific insights Newsletters should include insights that affects your merchants area – specific nationalities, seasonal, trendand habits, new airlines/flights. • Activities in the regionNewsletters should include information about events , shop openings, new shopping districts in the merchants area. • Updates in services, laws or regulationsNewsletters should give first-hand information about new legislations around TFS, DCC, international shopping, travelling or updates in Global Blue Services, payment solutions etc. that affect our merchants

  27. Content – ideas on generating content • Get your sales team involved to give you tips on subjects • Link to article on our website • Link to article on external pages (blogs, newspapers, magazines etc.) • Re-post central content • Re-use earlier information mails • Create ”ask us” section in the Newsletter • Do a survey and post the response • Create stories around International Holiday Calendar. • Re-write (!) article from PTM Weekly News • Re-post and link to a social media post • Collaborate with merchant associations & tourism organisations • Look at good examples from our LinkedIn group • Ask what your recipients want to read about!

  28. Content – not to post • Greeting or summary from Country manager/ sales manager or similar • Information on new employees – send a targeted info mail to those affected • More than one story per newsletter that focuses on Global Blue offerings • 3rd party promotions

  29. Content – good example general new

  30. Sendout Basics Recognisable sender and format. Readability and deliverability assured.

  31. Sendout Basics – How? • Follow correct setup for your sendout type • Make sure texts are divided, shortened and easy for the viewer to take in • Optimise your sender Info – sendername, email, subjectline and preheading • Follow Best Practice for newsletters – Find check list here

  32. Example – sendout types Newsletter Information mail Call-to-action mail

  33. Sendout Basics – Bad Example

  34. Sendout Basics – Improvement 1

  35. Sendout Basics – Improvement 2

  36. Sendout Basics – Improvement 3

  37. Sendout Basics – Bad Example

  38. Sender info Subjectline, preheading, sender name, sender address

  39. 2 seconds The average lifetime of a mail in an inbox50% decide to delete it in 2 seconds time

  40. Sendout Basics – Sender info + Marie Bergfelt from Global Blue values my opinion as a reader. With this infographic from Global Blue Intelligence department I will learn something about how brazilians shop abroad. Preheader: Infographic from Brazilian dossier Global Blue Visitors Magazine lets me know the latest news about travelling shoppers. Apperantly in this issue they are writing abot how I can build my brand in China. Preheader: Latest news on travelling shoppers.

  41. Sendout Basics – Sender info - Repetetitive - Global Blue is sending me a newsletter. Repetetitive - Global Blue is sending me a newsletter in october with information from Global Blue. Too little and repetitive info - Its Q2 in 2013 and Global Blue is sending me a newsletter...And yes, i get the latest insights about globeshoppers.

  42. Sendout Basics – Check list

  43. 2. Good Planning 1. Frequent Sendings 3. Relevant Content

  44. Next steps

  45. E-marketing trip to fabulous Sweden! Beginning of August we will announce who have shown best results with Newsletters. We will measure overall success rate (active subscribers, click rates, opt outs) compared to frequency of the newsletter sendouts and recipient value (follows value proposition) of the content. Best performer will receive: • Ticket to Emarketing Evolved event hosted by Apsis in Stockholm • Flight and hotel cost covered by Central Marketing In the end of June we will announce who have shown best results with Newsletters. We will measure overall success rate (active subscribers, click rates, opt outs) compared to frequency of the newsletter sendouts and recipient value of the content. Best performer will receive: • Ticket to Emarketing Evolved event hosted by Apsis in Stockholm (DTA) • Flight and hotel cost covered by Central Marketing

  46. Next Steps • Make a plan for the coming 12 months. Monthly or bi-monthly sendings. • Pre-plan content as much as possible. Makes it easier to execute! Use this template • Follow the Check list! Download it here • More central content to come during the year. (next internal publication end of jan) • Next Best Practice training in March/April . Subject to be announced • Post-sending feedback will be given during the year if needed.

  47. Attachments Check list for Newsletters: http://www.globalblue.com/specials/upload/Corporate/BestPracticeTraining/BestPractice_CheckListNewsletter.docx Content planning document: http://www.globalblue.com/specials/upload/Corporate/BestPracticeTraining/Example_ContentPlan.xlsx Internal Publicationshttp://www.anpdm.com/archive/0/414B5E407442475E4471/4243504B7941445A4271 International Holiday Calender http://www.globalblue.com/specials/upload/Sweden/International_Holiday_Calendar%202014.pdf

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