effectieve e-mailmarketing d.m.v. relevante dialogen michael straathof 13 december 2012

Effectieve e-mailmarketingd.m.v. relevante dialogen

Michael Straathof

13 december 2012

s t r a t e gy

o p t i m i ze

i n t e r i m

r e t u r n o n d i a l o g u e m a r k e t i n g

CRM is all about managing valuable relationships

3

Definition CRM:value for customer = value for the company

3 ways to increase revenue

@

Our view on RELEVANCE

Get to know your customer and serve them as individuals

The sub consciousness has a much greater impact on behaviour than your thoughts

10

Thoughts

Greed FearstatusSocial

Brand decision makers

Human behaviour predicted: Functional MRI measures brain activity

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Insights in which parts of the brains are positively or negatively stimulated is increasing.

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..

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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

Project X at Haren, Netherlands

Revolution, Egypt

Media, social influencing, humanization of content

Social influence/humanization of content in email

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Social influence/humanization of content in email.

‘relevance drives 60% of consumers who make immediate email purchases’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

‘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

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 relevance24

You are certain of only two things in life…

School

In love

Living together

MarriageStudy

First jobDivorce

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

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Product driven interaction between company and customer as guidance for relevance

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complaintsChange of conditions

Questions Status update

Usage

reviews

Summary: the bases of your customer contact strategy and email plan

1:1, trigger basedPersonal communication. Event driven emails based on individual real time behaviour. Continuous campaigns throughout the year.

1:few, segmentedCommunication 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, generiekPlanned communication to all customers. E.g. Newsletter.

tijd

newsletters

tijd

.

1

2

3

4

5

67

Prospect New

Active Inactive Lapsed

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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.vBevestigde aanmelding

Wel relatie, wel toestemming,Bijv. aanmelding via website

Wel klant (=betaalrelatie), geen toestemming

Wel relatie, geen toestemmingBijv. naamkaartje op beurs

Funnel optimization in email marketing

1. Inbox:Improve open rate• Sender• Subjectline,• Snippet,• Time

2. E-mail:Improve Click through rate• Design,• Call to action,• Copy

3. Landingpage:Improve conversion• Customer journey,• what’s in it for the customer,• Remove barriers

Key email metrics

1. # sent2. # en % delivered3. # en % bounced4. # en % opened5. # en % clicked6. # en % opted out

The inbox

sender subjectline Snippet or pre-header

Inbox heatmap

Send time optimization

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

Email marketing funnel optimization: the email

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

Make your emails 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

Think about how the email looks without visuals

Alt text

Use scanable text links and buttons

Click hereDownload brochure (pdf)

PrintPrint your voucher

Start questionnaire

Use images to direct the eyes of the recipients

2 hersenhelften

Rationeel versus emotioneel

Non scanable & scanable email

The power of words

Mobile us

The new mouse

Source: StyleCampaign.com, Litmus

Responsive design

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Tablet 768px Desktop 1600pxSmart-phone 320px

Laptop

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

1. Inbox:Improve open rate• Sender• Subjectline,• Snippet,• Time

2. E-mail:Improve Click through rate• Design,• Call to action,• Copy

3. Landingpage:Improve conversion• Customer journey,• what’s in it for the customer,• Remove barriers

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?

Thank you!

Michael Straathof

michael@borgersenstraathof.com

@streetcourt

+31652190428

www.linkedin.com/in/straathof

Borgers&Straathof references:

borgersenstraathof.com