This document discusses using technology and data to improve marketing efforts. It advocates for increasing customer contact points through personalized, automated marketing campaigns across channels. Specifically, it presents a case study showing how transitioning from traditional newsletters and direct mail to a more dynamic approach with higher frequency personalized messages could increase annual revenue from €1.3 million to €6 million by lifting conversion rates. The key message is that marketing professionals should think in templates and use technology to move from static to dynamic campaigns that stand out and remain relevant to customers.

1. @hanssmellinckx

2. Google & tweet me!
Become 1 of the 25,000:
@hanssmellinckx

3. WHY

4. 1 Goal | Marketing
Grow revenu by retaining & attracting profitable customers

5. Many challenges
Omni-channel
Budgets
Resources

6. Technology is key!
Even for the traditional marketing pro

7. DATA
Business Intelligence

8. Time to think in templates

10. ROI Traceability
Talk to your colleagues!

11. 90% automated
10% manual
 It’s about contact points,
not a weekly newsletter
 Stand out in the crowd
 Be relevant!
 You influence every step of
the sales funnel
Source: Acumen Studio

12. Beyond the pretty
pictures!

13. A fully personalised DM in your inbox
24 hours after you clicked a
promotion on the website

14. An ordinary Direct Mail…
Fancy image
Call to action
Promotion & text
The best wintersport
is years!
Dear Hans Smellinckx
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Pellentesque vel ipsum
faucibus, blandit eros sed, pretium nibh.
Integer venenatis malesuada sem
tincidunt luctus. Suspendisse nec ex sed
lorem vestibulum pellentesque.
CALL TO ACTION
Donec vestibulum tortor et blandit
sodales. Ut lobortis lectus sit amet
vestibulum vulputate. Donec a lectus
molestie, aliquet diam a, imperdiet ex.
Best pormotion
ever: -100%

16. Header image
The best wintersport
is years!
Dear Hans Smellinckx
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Pellentesque vel ipsum
faucibus, blandit eros sed, pretium nibh.
Integer venenatis malesuada sem
tincidunt luctus. Suspendisse nec ex sed
lorem vestibulum pellentesque.
CALL TO ACTION
Donec vestibulum tortor et blandit
sodales. Ut lobortis lectus sit amet
vestibulum vulputate. Donec a lectus
molestie, aliquet diam a, imperdiet ex.
Best pormotion
ever: -100%

17. IMAGES
<age>
<location>
<theme>
Hourly update of images through FTP

18. Text
The best wintersport
is years!
Dear Hans Smellinckx
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Pellentesque vel ipsum
faucibus, blandit eros sed, pretium nibh.
Integer venenatis malesuada sem
tincidunt luctus. Suspendisse nec ex sed
lorem vestibulum pellentesque.
CALL TO ACTION
Donec vestibulum tortor et blandit
sodales. Ut lobortis lectus sit amet
vestibulum vulputate. Donec a lectus
molestie, aliquet diam a, imperdiet ex.
Best pormotion
ever: -100%
Variable promo header text
Variable body tekst or tekst blocks
Variable promotion or promotion blocks

19. A simple process…
Background process:
Images
Content lists
Promo lists

20. From static to dynamic

21. DIGITALMARKETINGOFFLINEMARKETING
AVERAGE CONVERSION
< 1 %
AVERAGE CONVERSION
< 5 %
JAN DEC

22. DIGITALMARKETINGOFFLINEMARKETING
AVERAGE CONVERSION
< 1 %
AVERAGE CONVERSION
+ 5 %
JAN DEC

23. Increase contact points !
Source: Alchemy Workx – Dela Quist, CEO

24. Business case
• DB: 50.000 contacts (80% offline / 20% online)
• 52 newsletters with 0.5% conversion online (AOV: 500€):
• 52 x 50.000 x 20% x 0.5% x 500€ = 1.300.000 €
• 4 DM campaigns with 3% conversion (AOV: 750€):
• 4 x 50.000 x 80% x 3% x 750€= 3.600.000 €
• New style:
• Newsletters = same!
• Probably 20 to 30% of your DB will convert in a year
time: lift of 6 million €!

25. First moving
advantage

26. Think fast and act
now!

27. OUR EVERY DAY BUSINESS!
www.artoos.be

28. Thank you!
Twitter: @hanssmellinckx
www.emailmarketing2015.com