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

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Presentation on theme: "Effectieve e-mailmarketing d.m.v. relevante dialogen Michael Straathof 13 december 2012."— Presentation transcript:

1 Effectieve marketing d.m.v. relevante dialogen Michael Straathof 13 december 2012

2 strategy optimize interim return on dialogue marketing

3 CRM is all about managing valuable relationships 3

4 Definition CRM: value for customer = value for the company

5 3 ways to increase

6

7 Our view on RELEVANCE

8

9 Get to know your customer and serve them as individuals

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

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

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

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14 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

15 Project X at Haren, Netherlands

16 Revolution, Egypt

17 Media, social influencing, humanization of content

18 Social influence/humanization of content in 18

19 19 Social influence/humanization of content in .

20

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

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

23 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

24 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

25 Another guidance for relevancy, the world of the customer 25

26 Product driven interaction between company and customer as guidance for relevance 26 complaints Change of conditions Questions Status update Usage reviews

27 Summary: the bases of your customer contact strategy and plan 1:1, trigger based Personal communication. Event driven s 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 Prospect New Active Inactive Lapsed 5

28 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

29 Funnel optimization in marketing

30 Key metrics 1. # sent 2. # en % delivered 3. # en % bounced 4. # en % opened 5. # en % clicked 6. # en % opted out

31 The inbox sender subjectline Snippet or pre-header

32 Inbox heatmap

33 Send time optimization

34 Inbox: improve open rate by using a recognisable sender name Sender:  Don’t use an 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

35 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

36 Effective and less effective use of the pre-header

37 marketing funnel optimization: the

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

39 Think about how the looks without visuals Alt text

40 Use scanable text links and buttons Click hereDownload brochure (pdf) PrintPrint your voucher Start questionnaire

41 Use images to direct the eyes of the recipients

42

43 2 hersenhelften

44 Rationeel versus emotioneel

45 Non scanable & scanable

46 The power of words

47 Mobile us

48 The new mouse

49 Source: StyleCampaign.com, Litmus

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

51 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 characters 5. The landing page should also be mobile ready

52 Funnel optimization in marketing: landing page

53 Flow between & landing page: manage expectations

54 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?

55 Thank you! Michael Borgers&Straathof references: borgersenstraathof.com


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