Effectieve e-mailmarketing
d.m.v. relevante dialogen
Michael Straathof
13 december 2012
s t r a t e g y
o p t i m i z e
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
3
CRM is all about managing valuable relationships
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
Thoughts
10
Brand decision makers
Greed
Fear
status
Social
The sub consciousness has a much greater impact
on behaviour than your thoughts
11
Insights in which parts of the
brains are positively or
negatively stimulated is
increasing.
Human behaviour predicted:
Functional MRI measures brain activity
Your brains decide, before you are conscious
about it, what you want to do.
12
All information we see has, without knowing it, an effect on
our brain and by this an effect on our behaviour..
People are imitating each other…

14

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%
With the growth of social media social influencing is
gaining importance driver for behaviour.
Project X at Haren, Netherlands
Revolution, Egypt
Media, social influencing, humanization of content
18
Social influence/humanization of content in email
19
Social influence/humanization of content in email.
‘non relevant mailings are
the top reason why
consumers opt out of email’
Forrester Research
‘relevant emails drive 16x more
revenue than traditional
broadcast mailings’
Jupiter Research
‘Targeted emails generate on
average over 4x the revenue of non
targeted emails’
Forrester Research
‘relevance drives 60% of
consumers who make
immediate email purchases’
Jupiter Research
‘alignment with consumer
interests is the number one
driver of email opens,’
Forrester Research
More reasons to personalize and
focus on relevance?
Subscription
Newsletters
Source:
Forrester
Win back
Activation
Loyalty
welcome
Customer Life Cycle as guidance for relevancy.
Information need differs per phase
2 – CURRENT CUSTOMER
LOYALTY-PROGRAMMA
RETENTIE
WELKOM
WIN BACK
INACTIEF
RE-ACTIVATIE
ACQUISITIE
OPNIEUW VERLEIDEN
1 - PROSPECT
3 – LOST CUSTOMER
Customer Life Cycle as guidance for relevancy.
Information need differs per phase
24
Human life cycle as guidance for relevance
You are certain of only two things in life…
Although most of the below events will also occur
In love
School
Birthday
Marriage
Study
Living
together
Retire
Buying house
Sacked
Divorce
First job
Grandchildren
25
Another guidance for relevancy,
the world of the customer
26
Product driven interaction between
company and customer as guidance for relevance
Summary: the bases of your customer contact
strategy and email plan
4
1:1, trigger based
Personal communication. Event driven
emails based on individual real time
behaviour. Continuous campaigns
throughout the year.
3
2
6
7
5
5
1
Prospect
New
Active
Inactive
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.
Lapsed
tijd
.
newsletters
tijd
Email marketing is permission marketing
Double
Opt-in
Wel relatie, wel toestemming d.m.v
Bevestigde aanmelding
Opt-in
Wel relatie, wel toestemming,
Bijv. aanmelding via website
Soft Opt-in
Opt-out
SPAM
Wel klant (=betaalrelatie),
geen toestemming
Wel relatie, geen toestemming
Bijv. naamkaartje op beurs
Geen relatie, geen toestemming
Funnel optimization in email marketing
1.
2.
3.
4.
5.
6.
# sent
# en % delivered
# en % bounced
# en % opened
# en % clicked
# en % opted out
Key email metrics
The inbox
sender
subjectline
Snippet or pre-header
Inbox heatmap
Send time optimization
Inbox: improve open rate by using a
recognisable sender name
Sender:
Sender

Don’t use an email address

Brand name as sender

Don’t use a no-reply

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
People first scan, then decide
to quit or read further.
They scan:
• Visuals
• Buttons
• Big of bold letters
• Numerations (bullet points)
• Text links
• movement
Make your emails scanable
Alt text
Think about how the email looks without visuals
Download brochure (pdf)
Print your voucher
Click here
Print
Start questionnaire
Use scanable text links and buttons
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
50
Smartphone
320px
Tablet 768px
Laptop
Desktop 1600px
Tips:
1. Design:
a.
b.
c.
2.
3.
4.
5.
Link to your text version
Link to separate mobile design
Redesign your designs and use flexible
HTML
Increase the size of your font (min.14)
Keep the sender name and subject line
short
Average screen size of a smartphone
is 320x480px (iPhone). This implies
max 50-60 characters
The landing page should also be
mobile ready
5 tips for mobile design
Funnel optimization in email marketing: landing page
Flow between email & landing page:
manage expectations
A good landing page answers three questions:
1.
2.
3.
Where am I at? What is it about?
What’s in it for me?
What do I do about it?
Flint McGlauglin about landing pages
michael@borgersenstraathof.com
www.linkedin.com/in/straathof
+31652190428
@streetcourt
borgersenstraathof.com
Thank you!
Borgers&Straathof references: