European Email Marketing Conference BoekVandaag.nl
•Download as PPTX, PDF•
0 likes•259 views
My presentation for the Email Marketing Conference 2010 in London about the segmentation of the BoekVandaag.nl database.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (8)
Similar to European Email Marketing Conference BoekVandaag.nl
Similar to European Email Marketing Conference BoekVandaag.nl (20)
Recently uploaded
Recently uploaded (20)
European Email Marketing Conference BoekVandaag.nl
- 1. Profound segmentation brings relevance and ROI Image by FreshMinds research
- 3. Mission: Relevant traffic for tour-operators & travel agents ImagebyCantronicsglobal
- 4. Mission: bring Inspirationto holiday seekers
- 5. PERFORMANCE based SALES generation with usual suspects Yahoo and Google plus two travel portals Imagebywallpaperpimper
- 6. Find A Trip Vindeenreis.nl, which translates as Find a Trip, makes it easy to find the right accommodation. You can do so by selecting icons and drag them to a toolbar
- 7. Boekvandaag (Book Today) offers one special travel deal EACH DAY! Unique in price or unique as a package deal.
- 8. Over 35 competitorswith daily offers
- 9. Move them up: keepsubscribers interested Get them in: generate new subscriptions Keep them in: prevent unsubscribes Convert them: increase conversion Life Cycle challenges
- 10. Step 1: Get them in
- 11. Views to subscriptions: 0.49% Dynamic banners that were linked to email platform Clang. While the average CTR on banners is 0.15%, our campaign gained…
- 12. Step 2: Move ‘em up Image: Brokendream.net
- 13. 13 Next step in the process: move them up, engage them, make them open our offers, make them click to find out more… But to engage members, we need to know more about them. Get more customer data to enrich profiles Because the only thing we have is an email address, and that’s not enough to keep your members engaged! HOW WE DO THIS?
- 14. Subscription
- 15. Confirmed opt-in
- 16. 16 You tell us Describe your ideal holiday What are your preferences Tell us what you like
- 17. Improved profiles: 42% Designing the campaign in Clang
- 18. 18 The second part of the data gathering is done by tagging as much of the content as possible. This allows us to build very narrow segments. Because we can now add a lot more information to a single link, than with other platforms And besides tagging a link with a few meta-tags, we can also add a certain weight to a tag. Tags at the bottom of an email are more important, because of you click on a link there, you saw the entire newletter, and you are typically more engaged. Tagging content and links in Clang…
- 19. Tagging content and links in Clang…
- 20. RESULTS: profiles from click behaviour +71%
- 21. Step 3: Convert them Image:Disney 21
- 22. Default profiles Round Trips Worldwide City Trips Amusement Parcs
- 23. Custom profiles
- 24. Mailing to full database: CTR 19.2%
- 25. Targeted email: CTR 28.6%
- 26. Step 4: Keep them in
- 27. Imageby:RoyalNavy Encourage people to unsubscribe: • Make it very easy to unsubscribe • Send them encouragement just before holiday season • Give alternatives: - Switch from daily to weekly - Unsubscribe temporarily
- 29. 29 Don’t want a dialogue? Don’t send email! If you do send email: -Handle all replies -Do not use a no-reply address
- 30. Image: UPS We handle all our responces to our newsletters. These replies hold valuable information. Especially out-of-office replies… Most travelled period Pre, post or high season Number of holidays Duration of holidays
- 31. open rate is indication for offer only tags help built profiles for segmentation Imgae:AustralianNationalUniversity Learnings
- 32. Be relevant Keep your customer in mind Use all insights and info Act like a retail store YOUR CUSTOMER IS ALWAYS IN CONTROL! TIPS!
- 33. (Revenues-Costs) / Costs x 100 1560% Oldpicture.com
Editor's Notes
- Welcome everybody… before we start this presentation I would like to introduce myself…. I’ve been working on internet projects from 1996. A brief introduction of myself and the agency I co-founded: RED Online Marketing, This is the agency behind BoekVandaag (the award winning website) After that, the story of BoekVandaag and after all introductions are made… Its number sharing time! Rock-solid ROI
- RED Online Marketing’s mission is… Relevant traffic for tour-operators and travel agents Our Vision: Inspired by holidays
- Performance based sales generation: SEA: Google AdWords and Yahoo Search campaigns Performance based campaign management (Google Certified Company) No cure No pay 2009: € 18 million revenue BoekVandaag.nl Email marketing support
- The second travelportal is boekvandaag (translated Book Today) Book today offers one special travel deal EACH DAY! Unique in price or Unique as a package Within 9 months after launch we won a Dutch Homeshopping Award… The dutch public voted us number 1 in the Travel category. A sign that the idea appeals to a lot of people But not only the public liked our approach… At the Dutch Email marketing awards we were awarded for having the best Retrun on Investment… and I’m going to show you how we do this (because we still do)
- How many of you receive daily (travel) offers? Boekvandaag competes for attention, like everybody else… Klik: nu verschijnen 1 voor 1 de logo’s but at this moment we have to compete with 35 ‘ONE DAY OFFER’ websites, and new ones are being started every week…
- Keeping the competition at bay, we need solutions to fight challenges… all of which concern our members… and all of which are Life Cycle challenges… Get them in Move them up Convert them Keep them in The result of this process, because that’s what it is… everyday process Won us an award as I said earlier… and is mainly fuelled by email
- Getting ‘em in. this is were it all begins. Getting people to join your ‘movement’. One of the aquisition tools was old-skool favorite: the banner. But because the goal was not creating traffic to the website but generating subscribers, we designed a banner that allowed the whole process to take place within that specific banner…
- Dynamic banners that were linked to email platform Clang. Normal CTR: 0.15%
- Next step in the process: move them up, engage them, make them open our offers, make them click to find out more… But to engage memebrs, we need more about them: Get more customer data… enrich profiles Because the only thing we have is an email address, and that’s not enough to keep your members engaged! HOW… We have two simple methods of data collection. Survey, click behaviour to further finetune our offers The survey part
- The whole process goes from Subscription To confirmed opt-in To survey
- As you can see, the survey is part of the subscription process, and we designed this in Clang’s campaign designer, a standard feature of the application.. Results of this additional step in the process? 42% takes part in the survey and tell us what their preferences are… not bad!
- Time to put the data to use! Time to convert them… from interested members to clicks and eventually to paying customers
- When sending a news letter we use profiles. We have a lot of default profiles like Round Trips, Wellness, Citytrips or Amusement parcs….
- But for every offer we can easily build a unique profile with the given preferences by customers, and the tags we’ve collected. And use those profiles for very segmented new offers… A city trip to barcelona that departs from new york, targeted at maried couples To all women (we all know that women decide where to go) Who are married from New York And LIKE Barcelona (tags… remember) For example
- RESULTS from: Mailing on a daily bases to our full database yields a CTR of around 19.2 percent
- Targeted mailing based on personal profiles: almost 50% increase… 28.6%
- Last but certainly not least! Keeping them in! We all know that keeping customers is a lot cheaper than getting new customers. So this last phase is defenately an important one.
- Surprisingly we do this by encouraging people to UNSUBSCRIBE. Yes we do! We don’t want to bother our customers with irrelevant content. So when the holiday season was coming, we send them an email ‘Holidays are coming, please unsbscribe’. But of course that was not all. We offered our members an alternative to their unsubscrption… to switch to a weekle edition, instead of a daily one To temperarily suspend their subscription… and reavctivating them afdter their holiday. Not only this, but we asked them when they were about to leave on holiday. That information was added to the profile, and gave us an extra point of contatc: Happy Holidays, and enjoy your trip!
- We do this for out-of-office replies as well (on klik komt de eerste This gives insight into holidays of your members, and we unsubscribe them for the duration of their holiday. Now they won’t be bothered with 21 expired offers after they return from their holiday We integrated our helkpdesk system with our email platform so we can unsubscribe memebers with a single click and temporarily unsusbcribers with 2 clicks. After we’ve done so, we send them an email explaining what we did. Fully automated of course. Why we process all these replies? INFORMATION and insight Travel period (family holidays) Pre, post or high season Number of vacations a year Type of vacation (short, long) Insights in timing of messages We also learned that our customers usually take 2 days off before going on a holiday. We used to send an upselling “Have a nice vacation” one day before the vacation started, now we do this 4 day’s in advance.
- Learnings Pre header text or snippet: open rate is indication for offer only, not for the entire newsletter Adding tags and weights to tags, helps us built an extremely powerfull set of profiles
- Conclusion.. My last tips and tricks Be relevant Keep the target in mind. What advantage does the customer have? Use all knowledge, act like a retail store! Let the member be in control
- Finally, We were here to learn what things yield, What’s the ROI? My costs are: Platform costs (a fee and cost per 1000 transactions), must sound familiar Cost of my staff… which believe it or not is 1.5 FTE! Calculating the roi, Revenues minus Costs Divided by Total cost Multiplied by 100
- Tot slot…