550 likes | 632 Views
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. @.
E N D
Effectievee-mailmarketing d.m.v. relevantedialogen Michael Straathof 13 december 2012
strategy optimize interim return ondialogue marketing
@ 3 ways to increaserevenue
Thoughts Brand decision makers Greed Fear status Social The sub consciousness has a much greater impact on behaviour than your thoughts
Insights in which parts of the brains are positively or negatively stimulated is increasing. Human behaviour predicted: Functional MRI measures brain activity
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.
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.
‘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?
Subscription Newsletters start Source: Forrester Win back Activation Loyalty welcome Customer Life Cycle as guidance for relevancy. Information need differs per phase
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
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
Usage complaints Change of conditions Questions Status update reviews Product driveninteractionbetweencompany and customer as guidanceforrelevance
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
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
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
# sent • # en % delivered • # en % bounced • # en % opened • # en % clicked • # en % opted out Key email metrics
sender Snippet or pre-header subjectline The inbox
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
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
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
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
Alt text Thinkabouthow the email looks without visuals
Download brochure (pdf) Click here Print your voucher Print Start questionnaire Usescanabletext links and buttons
Responsive design Smart-phone 320px Laptop Desktop 1600px Tablet 768px