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My presentation for the Email Marketing Conference 2010 in London about the segmentation of the BoekVandaag.nl database.
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Profound segmentation brings relevance and ROI
Image by FreshMinds research
Mission: Relevant traffic for tour-operators & travel agents
Image by Cantronics global
Mission: bring Inspiration to holiday seekers
PERFORMANCE based SALES generationwith usual suspects Yahoo and Google plus two travel portals
Image by w
allpaperpimper
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
Boekvandaag (Book Today) offers one special travel deal EACH DAY! Unique in price or unique as a package deal.
Move them up: keep subscribers interested
Get them in: generate new subscriptions
Keep them in: prevent unsubscribes
Convert them: increase conversion
Life Cycle challenges
Step 1: Get them in
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…
Step 2: Move ‘em up
Image: Brokendream.net
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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?
Subscription
Confirmed opt-in
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You tell us
Describe your ideal holiday
What are your preferences
Tell us what you like
Improved profiles: 42%
Designing the campaign in Clang
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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…
Tagging content and links in Clang…
RESULTS:profiles from click behaviour +71%
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Step 3: Convert them
Image: D
isney
Default profilesRound Trips
Worldwide
City Trips
Amusement Parcs
Custom profiles
Mailing to full database: CTR 19.2%
Targeted email: CTR 28.6%
Step 4: Keep them in
Image by: Royal N
avy
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
35% lessunsubscribers
5% temporarely unsubscriptions
Image by: Royal N
avy Results:
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Don’t want a dialogue? Don’t send email!
If you do send email:-Handle all replies -Do not use a no-reply address
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
open rate is indication for offer only
tags help built profiles for segmentation
Imgae: Australian N
ational UniversityLearnings
Be relevant
Keep your customer in mind
Use all insights and info
Act like a retail store
YOUR CUSTOMER IS ALWAYS IN CONTROL!
TIPS!
(Revenues-Costs) / Costs x 100
1560%
Oldpicture.com
http://nl.linkedin.com/in/royplatje
twitter.com/rplat (Dutch)
Thank you!Boekvandaag.nl
