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

Effectieve e-mailmarketing d.m.v . relevante dialogen Michael Straathof 13 december 2012. strategy. optimize. interim. return on dialogue marketing. CRM is all about managing valuable relationships. Definition CRM: value for customer = value for the company. @.

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

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  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

  6. Our view on RELEVANCE

  7. Get to knowyourcustomer and serve them as individuals

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

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

  10. 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.

  11. 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.

  12. Project X at Haren, Netherlands

  13. Revolution, Egypt

  14. Media, social influencing, humanization of content

  15. Social influence/humanization of content in email

  16. Social influence/humanization of content in email.

  17. ‘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?

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

  19. 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

  20. 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

  21. Anotherguidanceforrelevancy, the world of the customer

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

  23. 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

  24. 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

  25. 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

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

  27. sender Snippet or pre-header subjectline The inbox

  28. Inboxheatmap

  29. Send time optimization

  30. 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

  31. 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

  32. Effectiveandlesseffectiveuse of the pre-header

  33. 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

  34. 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

  35. Alt text Thinkabouthow the email looks without visuals

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

  37. Use images to direct the eyes of the recipients

  38. 2 hersenhelften

  39. Rationeel versus emotioneel

  40. Non scanable & scanable email

  41. The power of words

  42. Mobile us

  43. The new mouse

  44. Source: StyleCampaign.com, Litmus

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

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