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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
11
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..
12
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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19
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
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.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
Mobile us
The new mouse
Source: StyleCampaign.com, Litmus
Responsive design
50
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
@streetcourt
+31652190428
www.linkedin.com/in/straathof
Borgers&Straathof references:
borgersenstraathof.com
