Grey or Great?Prevent your emails from becoming just another grey newsletter
Erwin MoojenOprichter 22 Times
Today we’ll have a look…
• into the mirror and
• at the world of our customers
• at some interesting new developments
• and how we can use these
for our own benefit
If we would look into a mirror,
what would we see?
An email marketing
nerd?
Or an email guru?
We don’t like legislation
We don’t like to fuss around with bounces and opt-outs…
We do like to send out newsletters
though!
The more,
the merrier!
We like to think that one size fits all!
And that this one extra campaign can help us obtain our bonus…
Sometimes we do try
to experiment a little…
With a viral campaign or video in
email…
We love to fantasize
about event triggered
campaigns
but hardly ever actually execute those
plans…
Let’s look to see what our
customers actually want
and like…
Currently their daily
media consumption
looks as follows…
Source: Nielsen
Newsletters &special offers
50%
Updates from social media
17%
Groups & re-lated info
9%
Shops6%
Real Persons14%
Other email2%
Real spam2%
Source: Microsoft Hotmail.com
and their inbox
looks like this:
They do not just dislike spam,
they hate it…
Source: Microsoft Hotmail.com
Still: 75% of reported spam actually is Grey Mail…
Real SpamUnsollicited
Fraudulous sourceIllegal content
About 2% reaches inbox
Grey MailIndirect/soft opt-in
Reliable source, possible to opt-outValuable content
80% reaches inbox
VS
Who isn’t sending
grey mail? Please raise your hand!
So, what do customers like?
So what does this mean in practice?
- What are the socio demographics of your customer
(such as age, gender, income, address, etc.)
- What is your customer mostly interested in?
- How do you write about the stuff they’re interested in?
- How often do you send out your various newsletters?
Nice example of innovative
use of content
But there is more to
relevance: timing!
Relevant timing: how does that work out?
- How often do you send out your various newsletters?
- Do they relate to current activity of your customers?
- When do they have time to read your email?
- When do they have time to act upon it?
- When do your customers receive their wages?
Nice example of good timing
Content and timing
relevancy combined, make for a
powerful mix!
What new developments
can help us with sending
more relevant newsletters?
First, let’s look at what already exists:1. Event triggered2. Behavioural
targeting3. Dynamic content4. Preferences5. EmailVideo
Who is applying
two or more of these tactics?
PersuasionAPI by Science Rockstars!
- New tool using persuasion profiling at an individual level
- People are persuaded by authority, commitment &
consistency, liking, reciprocity, scarcity and social proof.
- Every person has it’s own personal persuasion profile
- This profile is independent of a type of product or service
- Through testing and optimization each profile will
improve its estimates
- Used in personalizing conversion driving elements
- Currently amongst others Jaludo (casual gaming) testing
the BETA version.
PersuasionAPI by Science Rockstars!
PersuasionAPI by Science Rockstars!
• For sending a reminder email, Philips used 3 persuasion tactics: Authority, Social Proof and Scarcity
• Philips sent out a total of 5 emails, also to build up a profile
• Resulting in 100% increased click through and 25% increased conversion
Nieuwsbrief.nl by 22 Times
- People can sign up and
unsubscribe, with just a
single click
- Or pause a newsletter,
should they go on holiday
With nieuwsbrief.nl you’ll know exactly what
your reader Likes and Loves
You’ll also get excellent
deliverabilityand perfect data
quality
What do you think? Which new
development will help you
most?
So how will all this
help YOU?
Adding relevance is KEY to making your newsletter GREAT These new tools will help you building a relevant newsletter
How do you measure relevance?
There are basically 3 options:- Build up profiles and use
these for creating dynamic content and timing
- Set up dedicated campaigns for individual segments
- Build automated event-triggered campaigns
Keep it manageable:- Build up learnings before you
create personas or segments- Don’t create too many
versions - Be realistic about building
profiles: people don’t like to provide personal data unless they get value in return!
Do it good and you’ll be able to amaze your
audience!
Your newsletter on nieuwsbrief.nl? Give me your business card or drop me an
email: [email protected]
