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EMAIL MARKETING FORUMSUBJECT LINE AS A SOCIAL CHOICE25/04/2013#EMForum@BisnodeBelgium
SUBJECT LINESDO YOU TEST THEM?FLORENT DIVERCHYDIGITAL BUSINESSCONSULTANTBISNODE(SINCE 2002)@THEFRENCHFLO
SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing Idea3
SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail content4
SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draft5
SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final6
SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final7CREATIVE JOB
SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final8CREATIVE JO...
SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final9CREATIVE JO...
THAT’S A PITY BECAUSE10SentDeliveredOpenedClicksOpt-inSalesIF YOUWANT TOGENERATESALES…… FIRSTYOU NEEDFORPEOPLE TOSEE YOURO...
WICH EMAILS ARE OPENED ?11CHOICE MAKING IS STUDIED IN SOCIOLOGYDECIDING TO OPEN AN EMAIL = MAKING A CHOICECAN SOCIOLOGY HE...
ACCORDING TO SOCIOLOGY…12…THERE ARE 4 DIFFERENTCHOICE TRIGGERSVALUESOCIAL +CHANGESOCIAL -UNDERSTANDING FASHIONCYCLES AS A ...
VALUEWHAT’S IN IT FOR ME?FEATURES OF THE OFFER.PRICE, QUALITY, CONTENT …
SOCIAL +SOCIAL +ME, TOWARD THE ITEM, AS AFOLLOWER.POSITIVE SOCIAL INFLUENCE.ME, AS PART OF A GROUP.
SOCIAL -ME, TOWARD THE ITEM, AS ANINFLUENCER.I’M A PIONEER.I’M DIFFERENT.
CHANGECHANGEREDUCE INDIVIDUAL BOREDOM.I WANT SOMETHING NEW!
17SO IF A CHOICE CAN HAVE 4 TRIGGERS….CHOICE
18…WE SHOULD HAVE 4 ANGLES OF ATTRACKTO WRITE OUR SUBJECT LINES!CHOICE
7 steps to improve your subject linesHow can I use thisfor my EmailMarketing?
20STEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVI...
21STEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LI...
22STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVI...
23STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: ...
24STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIMESTEP 5: GIVE EVERY KNOWN INDIVIDUAL ...
25STEP 7: DO IT REALTIMESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 1: CREATE 4 SUBJECTLINESSTEP 2:...
26STEP 7: DO IT REALTIMESTEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPT...
CONCLUSIONS27METHODOLOGYSUBJECT LINE CATEGORIZATIONKNOWLEDGELONG-TERM OPTIMIZATIONUNDERSTANDING10,000%12,000%14,000%16,000...
QUESTIONSFlorent DIVERCHYFlorent.Diverchy@bisnode.be@thefrenchflolinkedin.com/in/florentdiverchy#EMForum@BisnodeBelgium
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Email marketing forum april 2013 (2)

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Presentation given by Florent Diverchy, Bisnode at Email Marketing Forum, Brussels 25/4/2013

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Transcript of "Email marketing forum april 2013 (2)"

  1. 1. EMAIL MARKETING FORUMSUBJECT LINE AS A SOCIAL CHOICE25/04/2013#EMForum@BisnodeBelgium
  2. 2. SUBJECT LINESDO YOU TEST THEM?FLORENT DIVERCHYDIGITAL BUSINESSCONSULTANTBISNODE(SINCE 2002)@THEFRENCHFLO
  3. 3. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing Idea3
  4. 4. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail content4
  5. 5. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draft5
  6. 6. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final6
  7. 7. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final7CREATIVE JOB
  8. 8. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final8CREATIVE JOBBEST PRACTICESPERSONALIZATIONIMPORTANT ELEMENTS FIRSTNOT TOO LONGUNICODE
  9. 9. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final9CREATIVE JOBBEST PRACTICESPERSONALIZATIONIMPORTANT ELEMENTS FIRSTNOT TOO LONGUNICODE
  10. 10. THAT’S A PITY BECAUSE10SentDeliveredOpenedClicksOpt-inSalesIF YOUWANT TOGENERATESALES…… FIRSTYOU NEEDFORPEOPLE TOSEE YOUROFFER!
  11. 11. WICH EMAILS ARE OPENED ?11CHOICE MAKING IS STUDIED IN SOCIOLOGYDECIDING TO OPEN AN EMAIL = MAKING A CHOICECAN SOCIOLOGY HELP US MAKE BETTER SUBJEC TLINES ?ARE A CHOICE?WHICH ELEMENTS TRIGGERING
  12. 12. ACCORDING TO SOCIOLOGY…12…THERE ARE 4 DIFFERENTCHOICE TRIGGERSVALUESOCIAL +CHANGESOCIAL -UNDERSTANDING FASHIONCYCLES AS A SOCIAL CHOICEhttp://arxiv.org/abs/1009.2617Rina PanigrahyAnish DasSarma SreenivasLi Zhang
  13. 13. VALUEWHAT’S IN IT FOR ME?FEATURES OF THE OFFER.PRICE, QUALITY, CONTENT …
  14. 14. SOCIAL +SOCIAL +ME, TOWARD THE ITEM, AS AFOLLOWER.POSITIVE SOCIAL INFLUENCE.ME, AS PART OF A GROUP.
  15. 15. SOCIAL -ME, TOWARD THE ITEM, AS ANINFLUENCER.I’M A PIONEER.I’M DIFFERENT.
  16. 16. CHANGECHANGEREDUCE INDIVIDUAL BOREDOM.I WANT SOMETHING NEW!
  17. 17. 17SO IF A CHOICE CAN HAVE 4 TRIGGERS….CHOICE
  18. 18. 18…WE SHOULD HAVE 4 ANGLES OF ATTRACKTO WRITE OUR SUBJECT LINES!CHOICE
  19. 19. 7 steps to improve your subject linesHow can I use thisfor my EmailMarketing?
  20. 20. 20STEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIMESTEP 1: CREATE 4 SUBJECT LINESOF YOUR EMAIL.SCAN THE TEXTOF THE TYPES.IDENTIFY ELEMENTSCREATE SUBJECT LINES BASEDON THESE.VALUE: Laugh, Emotions and Sensations at Samuel Pauwels Circus!SOCIAL- : Visit the Samuel Pauwels Circus as a VIP!SOCIAL+: nothingCHANGE: Discover the Samuel Opauwels Circus Brand New Show!
  21. 21. 21STEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIMESTEP 2: TEST THEMSTEP 1: CREATE 4 SUBJECTLINESPERFORM AN A/B/C/D TESTINGON SIMILAR POPULATIONSLAUCHED AT THE SAME TIMEDON’T FORGET TO TEST BOTH LANGUAGES !
  22. 22. 22STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIMESTEP 3: CREATE A KNOWLEDGE BASESTEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTORE USEFULL INFORMATIONWHICH ADVERTISER ?WHICH TYPE OF CAMPAIGN ?WHICH SECTOR ?WHICH EVENT/DATE ?AUDIENCE COMPOSITION ?WHICHWHICH TRIGGER WON ?CREATEREPORTS!
  23. 23. 23STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIMESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASEWHAT WORKED PREVIOUSLY?FOR THIS CLIENT ?FOR THIS SECTOR ?FOR THIS TYPE OF EVENT ?FOR THIS KIND OF AUDIENCE ?ANALYZE !LEARN FROM SEASONAL EFFECTSVALENTINE’S DAY SOCIAL -HOLIDAYS CHANGENEW YEAR’S EVE SOCIAL +
  24. 24. 24STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 7: DO IT REALTIMESTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSUSE HISTORY AT INDIVIDUAL LEVELVALUE SOCIAL + SOCIAL - CHANGE  (never tested)  (never tested) (never tested)  (never tested) (never tested)   VALUESOCIAL +SOCIAL -CHANGEWHATEVER
  25. 25. 25STEP 7: DO IT REALTIMESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESSTEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKEUSE HISTORY AT POPULATION LEVELPOPULATION VALUE SOCIAL + SOCIAL - CHANGESOCIO-DEMOWOMEN 55-60 YEARS OLD  SOCIAL CLASS 3-4 RURAL TOWNS LIFESTYLECOUPON LOVERS ANIMAL LOVERS CRMBEST CLIENT NEW CLIENT PROSPECTS DECLARATIVEOWN A GARDEN PLAY TENNIS  BUY COKE 3X/MONTH DRIVE A RENAULT USE THEDATA YOUHAVE.IF NOTENOUGH…
  26. 26. 26STEP 7: DO IT REALTIMESTEP 1: CREATE 4 SUBJECTLINESSTEP 2: TEST THEMSTEP 3: CREATE A KNOWLEDGE BASESTEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNSSTEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKESTEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKESNOW YOUSHOULDHAVE MORESTRUCTUREIN YOURSUBJECT LINECREATIONPROCESS!INITIAL SEGMENTSCREATELAUNCH YOUR CAMPAIGNIN REALTIMEMEASURE THE BEST TRIGGER FOR EACH POPULATIONADAPT IN REALTIME THE POPULATION OF EACH SEGMENT
  27. 27. CONCLUSIONS27METHODOLOGYSUBJECT LINE CATEGORIZATIONKNOWLEDGELONG-TERM OPTIMIZATIONUNDERSTANDING10,000%12,000%14,000%16,000%18,000%20,000%22,000%24,000%26,000%191725334149576573818997105113121129137145153161169177185193201209217225233241249257265273281289297305313321329337345353361369377385393
  28. 28. QUESTIONSFlorent DIVERCHYFlorent.Diverchy@bisnode.be@thefrenchflolinkedin.com/in/florentdiverchy#EMForum@BisnodeBelgium

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