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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

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

Published in: Business, Technology

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  • 1. EMAIL MARKETING FORUMSUBJECT LINE AS A SOCIAL CHOICE25/04/2013#EMForum@BisnodeBelgium
  • 2. SUBJECT LINESDO YOU TEST THEM?FLORENT DIVERCHYDIGITAL BUSINESSCONSULTANTBISNODE(SINCE 2002)@THEFRENCHFLO
  • 3. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing Idea3
  • 4. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail content4
  • 5. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draft5
  • 6. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final6
  • 7. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final7CREATIVE JOB
  • 8. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final8CREATIVE JOBBEST PRACTICESPERSONALIZATIONIMPORTANT ELEMENTS FIRSTNOT TOO LONGUNICODE
  • 9. SUBJECT LINE IN THE EMAIL CREATION FLOWMarketing IdeaEmail contentSubject line: first draftSubject line: final9CREATIVE JOBBEST PRACTICESPERSONALIZATIONIMPORTANT ELEMENTS FIRSTNOT TOO LONGUNICODE
  • 10. THAT’S A PITY BECAUSE10SentDeliveredOpenedClicksOpt-inSalesIF YOUWANT TOGENERATESALES…… FIRSTYOU NEEDFORPEOPLE TOSEE YOUROFFER!
  • 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. 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. VALUEWHAT’S IN IT FOR ME?FEATURES OF THE OFFER.PRICE, QUALITY, CONTENT …
  • 14. SOCIAL +SOCIAL +ME, TOWARD THE ITEM, AS AFOLLOWER.POSITIVE SOCIAL INFLUENCE.ME, AS PART OF A GROUP.
  • 15. SOCIAL -ME, TOWARD THE ITEM, AS ANINFLUENCER.I’M A PIONEER.I’M DIFFERENT.
  • 16. CHANGECHANGEREDUCE INDIVIDUAL BOREDOM.I WANT SOMETHING NEW!
  • 17. 17SO IF A CHOICE CAN HAVE 4 TRIGGERS….CHOICE
  • 18. 18…WE SHOULD HAVE 4 ANGLES OF ATTRACKTO WRITE OUR SUBJECT LINES!CHOICE
  • 19. 7 steps to improve your subject linesHow can I use thisfor my EmailMarketing?
  • 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. 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. 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. 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. 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. 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. 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. CONCLUSIONS27METHODOLOGYSUBJECT LINE CATEGORIZATIONKNOWLEDGELONG-TERM OPTIMIZATIONUNDERSTANDING10,000%12,000%14,000%16,000%18,000%20,000%22,000%24,000%26,000%191725334149576573818997105113121129137145153161169177185193201209217225233241249257265273281289297305313321329337345353361369377385393
  • 28. QUESTIONSFlorent DIVERCHYFlorent.Diverchy@bisnode.be@thefrenchflolinkedin.com/in/florentdiverchy#EMForum@BisnodeBelgium