With the growth of social media social influencing is gaining importance driver for behaviour. 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% 14
‘relevance drives 60% of consumers who make immediate email purchases’ Jupiter Research ‘relevance drives 60% of consumers who make immediate email purchases’ Jupiter Research ‘relevant emails drive 16x more revenue than traditional broadcast mailings’ Jupiter Research ‘relevant emails drive 16x more revenue than traditional broadcast mailings’ Jupiter Research ‘alignment with consumer interests is the number one driver of email opens,’ Forrester Research ‘alignment with consumer interests is the number one driver of email opens,’ Forrester Research ‘non relevant mailings are the top reason why consumers opt out of email’ Forrester Research ‘non relevant mailings are the top reason why consumers opt out of email’ Forrester Research ‘Targeted emails generate on average over 4x the revenue of non targeted emails’ Forrester Research ‘Targeted emails generate on average over 4x the revenue of non targeted emails’ Forrester Research More reasons to personalize and focus on relevance?
Customer Life Cycle as guidance for relevancy. Information need differs per phase Source: Forrester Activation welcome Win back Loyalty Subscription Newsletters start
Customer Life Cycle as guidance for relevancy. Information need differs per phase ACQUISITIE WELKOM RETENTIE INACTIEF RE-ACTIVATIE OPNIEUW VERLEIDEN WIN BACK LOYALTY-PROGRAMMA 1 - PROSPECT 2 – CURRENT CUSTOMER 3 – LOST CUSTOMER
Human life cycle as guidance for relevance 24 You are certain of only two things in life… School In love Living together Marriage Study First job Divorce Buying house Sacked Retire Grand- children Birthday Although most of the below events will also occur
Another guidance for relevancy, the world of the customer 25
Product driven interaction between company and customer as guidance for relevance 26 complaints Change of conditions Questions Status update Usage reviews
Summary: the bases of your customer contact strategy and email plan 1:1, trigger based Personal communication. Event driven emails based on individual real time behaviour. Continuous campaigns throughout the year. 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 1:many, generiek Planned communication to all customers. E.g. Newsletter. tijd newsletters tijd. 1 2 3 4 5 6 7 Prospect New Active Inactive Lapsed 5
Email marketing is permission marketing SPAM Opt-out Opt-in Soft Opt-in Double Opt-in Geen relatie, geen toestemming Wel relatie, wel toestemming d.m.v Bevestigde aanmelding Wel relatie, wel toestemming, Bijv. aanmelding via website Wel klant (=betaalrelatie), geen toestemming Wel relatie, geen toestemming Bijv. naamkaartje op beurs
Inbox: improve open rate by using a recognisable sender name 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 effective subjectlines 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
Effective and less effective use of the pre-header
5 tips for mobile design Tips: 1. Design: a. Link to your text version b. Link to separate mobile design c. Redesign your designs and use flexible HTML 2. Increase the size of your font (min.14) 3. Keep the sender name and subject line short 4. Average screen size of a smartphone is 320x480px (iPhone). This implies max 50-60 characters 5. The landing page should also be mobile ready
Funnel optimization in email marketing: landing page
Flow between email & landing page: manage expectations
Flint McGlauglin about landing pages A good landing page answers three questions: 1. Where am I at? What is it about? 2. What’s in it for me? 3. What do I do about it?