Slides fra Markedu webinaret "Tips til bedre email markedsføring". Email marketing tips" på dansk. Præsentationen fokuserede på indhold, email frekvens og data hygiejne.
Email kommunikation handler om at opnå en balanceret OTS - Opportunity To See. Derfor skal frekvens øges.
http://www.michaelleander.me
Fra strategi til virkelighed: Få din contentkampagne og automationflows til a...Advice A/S
CBS lancerede i april 2017 en helt ny masteruddannelse - Master of Business Development. Frem for en traditionel print eller display-kampagne valgte CBS, sammen med Advice, at satse på en contentdrevet- og dialogbaseret marketingstrategi. Og det blev en overvældende succes! I dette dybdegående oplæg får du indsigt i udfordringen, strategien, taktikken, indholdet og udfordringerne undervejs. Vi deler vores erfaringer og vores performance, så du får et sammenligningsgrundlag og selv kan gøre de flotte strategier til virkelighed.
Customer centricity and marketing automation keynote presentation at Direct a...Michael Leander
Customer centricity and marketing automation in focus.
Michael Leander's presentation form Direct & Digital Marketing Conference in Lisbon, Portugal. Great conference organized by Mediapost Portugal.
Other marketing speakers at the conference included Drayton BIrd, Yonathan Dominitz and Nuno Costa.
Email marketing presentation delivered at Email Expo in Frankfurt. Presented to a small audience of email marketing interested brands and email marketing experts from attending exhibitors.
Videos are found at www.marketingtelly.com
Marketing automation for everyone - Mediarun Festival in Warsaw, PolandMichael Leander
Michael Leander's presentation to the concept of marketing automation for everyone. Presented to the audience at the Mediarun Festival CMO Congress in Warsaw, Poland.
Fixing your email- and data driven marketing - on demand contentMichael Leander
Email marketing ekspert Dr. Torsten Schwarz from Absolit interviews customer lifecycle marketing magement expert Michael Leander on email marketing and data driven marketing related issues.
Fra strategi til virkelighed: Få din contentkampagne og automationflows til a...Advice A/S
CBS lancerede i april 2017 en helt ny masteruddannelse - Master of Business Development. Frem for en traditionel print eller display-kampagne valgte CBS, sammen med Advice, at satse på en contentdrevet- og dialogbaseret marketingstrategi. Og det blev en overvældende succes! I dette dybdegående oplæg får du indsigt i udfordringen, strategien, taktikken, indholdet og udfordringerne undervejs. Vi deler vores erfaringer og vores performance, så du får et sammenligningsgrundlag og selv kan gøre de flotte strategier til virkelighed.
Customer centricity and marketing automation keynote presentation at Direct a...Michael Leander
Customer centricity and marketing automation in focus.
Michael Leander's presentation form Direct & Digital Marketing Conference in Lisbon, Portugal. Great conference organized by Mediapost Portugal.
Other marketing speakers at the conference included Drayton BIrd, Yonathan Dominitz and Nuno Costa.
Email marketing presentation delivered at Email Expo in Frankfurt. Presented to a small audience of email marketing interested brands and email marketing experts from attending exhibitors.
Videos are found at www.marketingtelly.com
Marketing automation for everyone - Mediarun Festival in Warsaw, PolandMichael Leander
Michael Leander's presentation to the concept of marketing automation for everyone. Presented to the audience at the Mediarun Festival CMO Congress in Warsaw, Poland.
Fixing your email- and data driven marketing - on demand contentMichael Leander
Email marketing ekspert Dr. Torsten Schwarz from Absolit interviews customer lifecycle marketing magement expert Michael Leander on email marketing and data driven marketing related issues.
Content marketing workshop in Athens with Michael Leander, part 2 of 2Michael Leander
Slide deck (part 2) from the content marketing workshop in Athens. Speaker and trainer Michael Leander shared his content marketing and inbound marketing experience with 33 top brand marketers and marketing agency folks.
The content marketing workshop was organized the The Institute of Communication and EDEE Greece.
Data driven marketing and email marketing conferenceMichael Leander
The DialogSummit is an important conference on data driven marketing and email marketing. Featuring two language tracks - English and German - you can meet acknowledged email marketing and data driven marketing experts such as Dietmar Dahmen, Kath Pay, Michael Leander, Dela Quist, Jordie van Rijn, Tamara Gielen, Gregor Wolf, Dr. Torsten Schwarz and many, many others.
It takes place in Frankfurt, Germany on 3rd May 2016. The day before you can attend a data driven marketing masterclass in English and several email marketing workshops in German.
More here http://www.dialogsummit.de
Customer centricity marketing masterclass in LisbonMichael Leander
These are slides from the Marketing Customer Centricity Masterclass in Lisbon, Portugal. Organized by Mediapost Portugal and presented by Michael Leander with Antoine Blanchys.
Managing the road to omnichannel for top marketing executivesMichael Leander
Managing the road for top marketing executives for greater emphasis on customer centricity.
Talk given by Michael Leander at an exclusive, invitation only breakfast briefing at Pestana Palace in Lisbon. Organized by Mediapost Portugal
5 Critical Skills for Digital Marketing CareersMichael Leander
These are 5 of the critical skills to succeed in a digital marketing career. From the Upgrad.com (India) webinar entitled #5 Critical Skills for Digital Marketing Careers".
Rapporten Salg med LinkedIn er udarbejdet af WLFM og Newsperience. Vi har undersøgt danske sælgeres anvendelse af LinkedIn og har fundet nogle spændende resultater. Du kan købe hele undersøgelsen via salgmedlinkedin.dk
Oplæg om Content Marketing. Få inspiration til hvodan du kan komme i gang med Content Marketing i dette oplæg. Fik lov til i samarbejde med Mypresswire at lave dette oplæg med Content Marketing som emne. De slides kan du nu finde her. Du finder henvisninger til cases og hjemmesider samt artikler og bøger, hvor du kan blive klogere på Content Marketing
Slides fra morgeninspiration hos Peytz & Co den 14. juni 2016. Første del er den strategiske tilgang ud fra et konkret eksempel. Anden del handler om det praktiske arbejde med at versionere historierne.
Hvordan griber man processen an - strategisk og praktisk. Morgeninspiration hos Peytz & Co den 21 marts 2017. Se de næste morgeninspirationer på peytz.dk/events
E-mail marketing og marketing automation Morgeninspiration 08.11.16Peytz & Co
Du ved garanteret, at e-mail er den mest effektive digitale kanal af dem alle. Den giver dig direkte kontakt, skaber trafik og øger loyaliteten. Hver gang.
Du ved også, at effekten bliver endnu højere, jo mere relevant budskabet er.
Men ved du, hvordan du gør i praksis?
Sådan arbejder du målrettet og resultatorienteret med dit indhold.
Slides fra morgeninspiration hos Peytz & Co 9. Marts 2017.
Formål. Målgrupper. Indholdsoverblik. Indholdsproduktion. Contentplan. Effekt-målinger. Og forfra ...
Inbound marketing for B2B – fra kold kanvas til varme leadsCasper Svoldgaard
Inbound Marketing er nemlig ikke blot det seneste buzz word fra amerikanske marketing-folk. Det er en strategi og en metode, der hjælper dig til at distribuere, udnytte og måle din content marketing-indsats og til at omsætte alt dit værdifulde indhold til konkrete leads – med andre ord; brandvarme ringeemner.
På Publicos seminar om Inbound Marketing får du en indføring i begrebet, hvilke kommunikationsdiscipliner, du bør sætte i spil, og hvilke redskaber, du har brug for.
Få leads gennem LinkedIn ved at hjælpe andreNochmal
Brug LinkedIn til at skabe leads. Brug content marketing-tankegangen så du skaber værdi for kunder og leads og på den måde får dem ind i salgstragten eller får andre til at agere ambassadør for dig.
Præsentationen indholder både overordnede pointer og helt konkrete fif at arbejde med.
Content marketing workshop in Athens with Michael Leander, part 2 of 2Michael Leander
Slide deck (part 2) from the content marketing workshop in Athens. Speaker and trainer Michael Leander shared his content marketing and inbound marketing experience with 33 top brand marketers and marketing agency folks.
The content marketing workshop was organized the The Institute of Communication and EDEE Greece.
Data driven marketing and email marketing conferenceMichael Leander
The DialogSummit is an important conference on data driven marketing and email marketing. Featuring two language tracks - English and German - you can meet acknowledged email marketing and data driven marketing experts such as Dietmar Dahmen, Kath Pay, Michael Leander, Dela Quist, Jordie van Rijn, Tamara Gielen, Gregor Wolf, Dr. Torsten Schwarz and many, many others.
It takes place in Frankfurt, Germany on 3rd May 2016. The day before you can attend a data driven marketing masterclass in English and several email marketing workshops in German.
More here http://www.dialogsummit.de
Customer centricity marketing masterclass in LisbonMichael Leander
These are slides from the Marketing Customer Centricity Masterclass in Lisbon, Portugal. Organized by Mediapost Portugal and presented by Michael Leander with Antoine Blanchys.
Managing the road to omnichannel for top marketing executivesMichael Leander
Managing the road for top marketing executives for greater emphasis on customer centricity.
Talk given by Michael Leander at an exclusive, invitation only breakfast briefing at Pestana Palace in Lisbon. Organized by Mediapost Portugal
5 Critical Skills for Digital Marketing CareersMichael Leander
These are 5 of the critical skills to succeed in a digital marketing career. From the Upgrad.com (India) webinar entitled #5 Critical Skills for Digital Marketing Careers".
Rapporten Salg med LinkedIn er udarbejdet af WLFM og Newsperience. Vi har undersøgt danske sælgeres anvendelse af LinkedIn og har fundet nogle spændende resultater. Du kan købe hele undersøgelsen via salgmedlinkedin.dk
Oplæg om Content Marketing. Få inspiration til hvodan du kan komme i gang med Content Marketing i dette oplæg. Fik lov til i samarbejde med Mypresswire at lave dette oplæg med Content Marketing som emne. De slides kan du nu finde her. Du finder henvisninger til cases og hjemmesider samt artikler og bøger, hvor du kan blive klogere på Content Marketing
Slides fra morgeninspiration hos Peytz & Co den 14. juni 2016. Første del er den strategiske tilgang ud fra et konkret eksempel. Anden del handler om det praktiske arbejde med at versionere historierne.
Hvordan griber man processen an - strategisk og praktisk. Morgeninspiration hos Peytz & Co den 21 marts 2017. Se de næste morgeninspirationer på peytz.dk/events
E-mail marketing og marketing automation Morgeninspiration 08.11.16Peytz & Co
Du ved garanteret, at e-mail er den mest effektive digitale kanal af dem alle. Den giver dig direkte kontakt, skaber trafik og øger loyaliteten. Hver gang.
Du ved også, at effekten bliver endnu højere, jo mere relevant budskabet er.
Men ved du, hvordan du gør i praksis?
Sådan arbejder du målrettet og resultatorienteret med dit indhold.
Slides fra morgeninspiration hos Peytz & Co 9. Marts 2017.
Formål. Målgrupper. Indholdsoverblik. Indholdsproduktion. Contentplan. Effekt-målinger. Og forfra ...
Inbound marketing for B2B – fra kold kanvas til varme leadsCasper Svoldgaard
Inbound Marketing er nemlig ikke blot det seneste buzz word fra amerikanske marketing-folk. Det er en strategi og en metode, der hjælper dig til at distribuere, udnytte og måle din content marketing-indsats og til at omsætte alt dit værdifulde indhold til konkrete leads – med andre ord; brandvarme ringeemner.
På Publicos seminar om Inbound Marketing får du en indføring i begrebet, hvilke kommunikationsdiscipliner, du bør sætte i spil, og hvilke redskaber, du har brug for.
Få leads gennem LinkedIn ved at hjælpe andreNochmal
Brug LinkedIn til at skabe leads. Brug content marketing-tankegangen så du skaber værdi for kunder og leads og på den måde får dem ind i salgstragten eller får andre til at agere ambassadør for dig.
Præsentationen indholder både overordnede pointer og helt konkrete fif at arbejde med.
Morgeninspiration hos Peytz & Co den 31 maj 2017. Christian Hjorth og Kristina Vehn delte praktiske erfaringer og overvejelser om at få effekt gennem mange kanaler.
Se alle vores gratis morgeninspirationer på peytz.dk
Digital Marketing Omnichannel Training in DubaiMichael Leander
Training in Dubai: Digital Marketing & Omnichannel Marketing Training delivered by Michael Leander. Contact to get more information about this Dubai Training program.
Boost your email marketing and marketing automation results by over 17%. Work with Michael Leander one-on-one. He is one of the earliest email marketing pioneers
His email marketing experience started in 1996. He has been using marketing automation back before the term became popular.
With his extensive background in anything to do with direct marketing and digital marketing, he can assist your organization on many levels. From strategy over creation to execution and measurement.
Find his contact details in the slides.
Innowave Summit Keynote Presentation Michael LeanderMichael Leander
Michael Leander keynote speaker presentation at Innowave Summit in Varna, Bulgaria.
Martech and innovation conference attended by around 3.000 attendees. #innowavesummit #michaelleander
State of Email Marketing Europe - Email marketing and marketing automation re...Michael Leander
Report for the state of email marketing and marketing automation in Europe. Includes comparative data between several countries in Europe.
Includes expert tips and suggestions from leading email marketing and marketing automation practitioners including Dave Chaffey, Drayton Bird, Dela Quist, Michael Leander and other great practitioners.
Published by Markedu with support from GIDMA
Digital Business Transformation Workshop in RwandaMichael Leander
Digital Business Transformation Workshop in Kigali, Rwanda. A one-day event for executives.
Attend this workshop in Kigali to fuel high ROI growth for your business.
Digital Business Transformation Workshop in KigaliMichael Leander
The Executive Digital Business Transformation Workshop in Kigali is designed to help executives plan their digital transformation.
The rise of digital will most certainly impact your business. The question is not if, but when.
This workshop is aimed at leaders who want to stay ahead of the curve. Attending the Executive Digital Business Transformation workshop will give you the insight, tools and strategies you need to craft a winning digital business transformation plan.
Invitation til marketing automation netværksmøde i Danmark. Mød ligesindende, der arbejder med at få succes med marketing automation, email marketing og data-driven marketing.
Gruppen mødes 6 gange årligt.
EDDM Awards - Email marketing and data driven marketing awards EMEAMichael Leander
The rules, categories and deadlines for the EDDM Awards - Email Marketing and Data-Driven Marketing Awards for EMEA.
The EDDM Awards is organized by Markedu. Brands and agencies from all over Europe, Africa and the Middle East are eligible to participate.
Email Marketing Assessment Template for SuccessMichael Leander
Use this template for email marketing assessment and marketing automation assessment to evaluate your email marketing and marketing automation programs.
Developed by Michael Leander for GIDMA - data-driven marketing and marketing automation experts.
Contact us if you want to learn how GIDMA can help you accelerate your email marketing and marketing automation efforts.
NOTE: This template covers many relevant areas related to email marketing and marketing automation, but is not exhaustive. The full template is only available to paying clients.
Social media and analytics masterclass in Mumbai and Delhi. Delivered by Michael Leander, organized by Programic Asia. Learn how to achieve high ROMI on social media.
Digital Marketing Masterclass Nairobi in KenyaMichael Leander
Digital Marketing Masterclass in Nairobi, Kenya. Two days of digital marketing tips and tips. Delivered by experts.
The workshop format is highly engaging with emphasis on sharing methodologies, tips and tricks attendees can implement right away.
The second cohort cna join The Chartered Marketing Analyst Course taking place in Nairobi, Kenya. The 5 day marketing course promises to be intensive, highly engaging and lots of fun.
Mobile and Digital Marketing Masterclass in Nairobi, KenyaMichael Leander
The Mobile marketing and digital marketing masterclass is a 2 day, highly interactive and engaging marketing masterclass. It takes place in Nairobi, Kenya. The masterclass is delivered by Michael Leander and organized by A.B.M.C International.
The Marketing Analyst Course is a 5 day chartered marketing analyst course taking place in Dubai. Check brochure for more information and learn why you should attend this course
Digital and mobile marketing masterclass TanzaniaMichael Leander
2 day digital marketing and mobile marketing masterclass in Dar es Salaam in Tanzania. Organized by ABCM International and delivered by marketing speaker Michael Leander.
The masterclass caters to professionals wishing to get results with digital marketing and mobile marketing. Hands-on exercises and lots of attendee interactions during the masterclass.
Kenya Chartered Marketing Analyst Certificate CourseMichael Leander
The Chartered Marketing Analyst Executive Certificate Course takes place in Nairobi, Kenya from June 13th to June 17th.
The course is delivered by Michael Leander and organized by A.B.M.C. International.
See the course brochure for more information and contact details.
This course is also offered in Accra, Ghana from 20th June to 24th June.
Marketing Trends Think Tank for Retailers in ChinaMichael Leander
Program for Marketing Trends Think Tank for Retailers in China - Data-collection & Utilization for Customer Loyalty.
Organized by Ignite - part of Messe Frankfurt China.
Retail marketing strategies from Middle East Retail ForumMichael Leander
Clipping from coverage of the Middle East Retail Forum Marketing Conclave in Dubai. Mentioning Michael Leander (speaker), Leonard Otto, retail expert Simon Hathaway, Shawn Sipman, Natasha Rockstrom, Nandakumar Vijayan, Kritika Rawat and others.
5. From
wasted
to
wanted
Messaging
Customer
intelligence
Mass
Communica+on
Demographic
data
Customer
history
Contact
data
Personalized
Communica+on
Segmented
Communica+on
Transac+onal
Communica+on
Customer
transac+on
Inten+on/
behaviour
Data
source
Integrated
Web
analy+cs
Behavioral
/
web
sales
Mailing
list/
database
CRM
system
Enhanced
profiling
Customer
value
Poten+al
benefit
=
Tailored
promo+ons
(sales)
Loyalty
Informa+on
Relevant
offers
Behavioral
Communica+on
Poten+al
benefit
=
Up-‐sales/
promo+ons
Triggers
based
on
behavior
Trigger
on
transac:on
Newsleers,
surveys
&
one-‐size-‐fits-‐all
promo:ons
Lifecycle
emails
Targeted
email
campaigns/
offers
90%
her
6. Michael Leander @michaelleander / michaelleander.me /
Globale
email
marke:ng
udfordringer
• Irrelevant indhold
• Indsigt om publikum
anvendes ikke
• Øget kamp om
opmærksomhed i
indboksen
• Kortsigtet tilgang
• Resource knaphed
7. No more sex on
the first date !
Gennemsnitligt
interagerer
en
person
med
11
indholdselementer
før
der
træffes
en
købsbeslutning
How
engaging
and
relevant
is
your
content?
9. Meet
the
new
AIDEA
A
=
A<en=on
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
Ac=on
Engage
me
10. Effective marketing = Increase OTS
Opportunity
to
see.
Find
your
number
through
experimenta=on.
Don’t
trust
your
intui=on
11. Michael Leander @michaelleander / michaelleander.me /
Historier
(content)
er
fantas=ske,
hvis
de
er
relevant
for
dit
publikum
12. Michael Leander @michaelleander / michaelleander.me /
Skie
dit
mål
fra
“sign-‐ups”
:l
“lang
livs:d”
på
en
ak:v
abonnent
Start
with
a
compelling
promise
Deliver
consistently
Long
life=me
of
average
subscriber
13. Dine
mål
Publikums
mål
Dit
Content
Concept
Email
value
proposi=on
Akkvisi=on
Engage
audience
Mål
effekt
og
reagér
First
30
days
Sign-‐up
tac+cs
Automate
Email
Marke+ng
Roadmap
17. Øg
din
frekvens
-‐
OTS
• Start
med
at
fordoble
din
frekvens
• Sortér
din
email
list
i
to
grupper
• Har
været
ak=v
sidste
3
måneder
• Har
ikke
været
ak=v
• Forny
rela=onen
med
dem,
der
ikke
har
været
ak=ve
–
eller
Tern
dem!
• EVer
nogle
måneder,
forøg
igen
frekvensen
hos
de
ak=ve
Frekvens
18. Michael Leander @michaelleander / michaelleander.me /
Vær
krea:v
–
brug
forskellige
formater,
budskaber
osv.
Langt
nyhedsbrev
Kort
nyhedsbrev
Èn
historie
ak:on
Engagement
ak:on
Segmenteret
kommunika:on
19. Michael Leander @michaelleander / michaelleander.me /
Brug
incen=ves,
gamifica=on
eller
lignende
=ltag,
der
er
“sjove”
for
modtageren
at
være
med
i
22. Michael Leander @michaelleander / michaelleander.me /
For
at
kunne
:lføre
værdi
:l
nogen
skal
du
vide
>
hvem
hun
er,
>
hvad
hun
er
interesseret
i,
>
hvilke
behov
hun
har
23. Michael Leander @michaelleander / michaelleander.me /
Hvis
du
kun
kender
hendes
email
adresse,
ved
du
intet
om
hende!
75-‐80%
af
sign-‐up
forms
i
Danmark
kræver
kun
email
adressen.
Men
derfor
er
det
stadig
forkert!
24. Michael Leander @michaelleander / michaelleander.me /
Når
du
planlægger
indhold
–
så
tænk
i
profiler,
“winners
&
fillers”
og
adressering
af
“pain
points”
26. Michael Leander @michaelleander / michaelleander.me /
Skabe
indhold
:l
nyhedsbreve
–
hvad
leder
dit
publikum
eeer?
Pain
points
Viden/behov
Få
bevis
Oplevelse
27. Michael Leander @michaelleander / michaelleander.me /
Profilering
og
indholdet
Hvad
:ltrækker
:l
dit
nyhedsbrev?
1
2
3
4
ATTRACTORS
Hvad
får
dem
:l
at
blive
1
2
3
4
RELATIONSHIP
BUILDERS
Hvad
overbeviser
:l
“ac:on”
1
2
3
4
CONVERTERS
28. Free
giV
mul=plies
conversion
rates
Benefits
+
content
concept
Re-‐confirm
Value
proposi=on
and
USPs
Customize
-‐>
show
care
about
relevancy
Landing
page
Unique
Email
marke=ng
Proposi=on
31. 2
links
–
one
soV
and
one
hard
call
to
ac=on
Why
is
the
balance
between
soZ-‐
and
hard
promo+on
important
to
your
email
marke+ng?
32. Smart profiling existing subscribers
32
Working
areas:
Heating
systems
Water supply
(Ground waster,
pressure
boosting)
Waste water
(Disposal
solutions)
Cooling
systems
Fire
protection
(Sprinkler
systems)
Frequently 77% 14% 18% 18% 3%
Occasionally 16% 74% 62% 53% 43%
Never 7% 12% 20% 29% 54%
Info. wants: Energy
saving
pumps
Time saving
pump
selection tools
Product
news
Technical
product
info.
GFOS
seminar
info.
Case
stories
Very
interested
84% 76% 70% 64% 42% 24%
Quite
interested
14% 21% 29% 33% 49% 60%
Not
interested
2% 3% 1% 4% 9% 17%
33. En
historie
kan
gentages
mange
gange
i
email
nyhedsbreve
• Husk
at
hovedparten
af
kliks
kommer
fra
indhold,
der
er
placeres
i
den
øverste
tredje
del
af
emailen
• 80-‐20
regelen
gælder
næsten
al=d
• Brug
dine
historier
igen
og
igen
34. Michael Leander @michaelleander / michaelleander.me /
Video
content
should
be
part
of
your
value
add
Video
plays
inside
email
without
clicking
35. Michael Leander @michaelleander / michaelleander.me /
Spørgsmål
:l
at
formulere
dit
indholdskoncept
1. Hvad
vil
dit
publikum
opnå?
2. Hvad
vil
du
opnå
og
hvornår?
3. Hvilke
historier
kan
s=mulere
dit
publikum
=l
at
tage
“ac=on”?
4. Hvilke
historier
er
generiske
og
hvilke
kan
du
skrive,
der
er
målre<et
en
specifik
gruppe?
5. Hvilke
historier
kan
du
skrive,
der
er
super
nemme
for
målgruppen
at
engagere
sig
i?
36. Hvad
interesserer
publikum
sig
for?
Publikum
• Hvilket
problem
skal
løses?
• Hvilke
=lbud
har
interesse?
• Hvilke
områder
vil
de
lære
mere
om
eller
forstå
bedre?
• Hvordan
vil
de
inspireres?
Dit
svar
• Beskriv
løsningen
på
problemet
og
levér
historier,
der
understø<er
din
løsning
• Målret
=lbud
baseret
på
profilering
• Skab
en
serie
af
historier,
der
underviser
og
overbeviser
37. Michael Leander @michaelleander / michaelleander.me /
Beslutninger
om
profilering
-‐ Decide
the
basic
profile
info
-‐ Build
profile
progressively
-‐ Leverage
all
touch
points
38. Profiling
–
glem
ikke
dine
klik-‐data
38
Data
fra
publikum
Adfærd
(klik-‐data)
Transak+oner
(on/offline)
70-‐100%
korrekt
50-‐100%
korrekt
95-‐99%
trustworthy
41. Fjern
inak+ve
–
eller
isolér
inak+ve
i
én
gruppe
• Typisk
email
list:
60%
har
ikke
været
ak=ve
seneste
seks
måneder
• Act
on
your
findings
–
it
is
important
Measure
Period
Number
of
Subscribers
%
of
list
total
Never
Open
All
=me
48,000
16.0%
Last
6
Months
168,000
56.0%
Never
Click
All
=me
96,000
32.0%
Last
6
Months
144,000
48.0%
Never
Bought
All
=me
48,000
16.0%
Last
6
Months
192,000
64.0%
Never
Bought
Online
All
=me
96,000
32.0%
Last
6
Months
216,000
72.0%
42. Michael Leander @michaelleander / michaelleander.me /
Hur:ge
:ps
:l
bedre
data
hygiejne
-‐ Vedligehold
data
ét
sted
-‐ Markér
(tag)
nye
abonnenter,
der
kommer
fra
akkvisi=ons
kampagner
-‐ Hold
øje
med
din
“deliverability
rate”.
-‐ Test
en
alterna=v
ESP
én
gang
om
året
-‐ Sikre
dig
at
sælgere,
for
eksempel,
forstår
hvad
en
permission
er
og
hvordan
den
behandles
43. Michael Leander @michaelleander / michaelleander.me /
Det
vig=gste
er
at
finde
ud
af
hvad
dit
publikum
interesserer
sig
for
–
og
så
levere
det