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Profound segmentation brings relevance and ROI Image by FreshMinds research

European Email Marketing Conference BoekVandaag.nl

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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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Page 1: European Email Marketing Conference BoekVandaag.nl

Profound segmentation brings relevance and ROI

Image by FreshMinds research

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Mission: Relevant traffic for tour-operators & travel agents

Image by Cantronics global

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Mission: bring Inspiration to holiday seekers

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PERFORMANCE based SALES generationwith usual suspects Yahoo and Google plus two travel portals

Image by w

allpaperpimper

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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

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Boekvandaag (Book Today) offers one special travel deal EACH DAY! Unique in price or unique as a package deal.

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Over 35 competitors with daily offers

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Move them up: keep subscribers interested

Get them in: generate new subscriptions

Keep them in: prevent unsubscribes

Convert them: increase conversion

Life Cycle challenges

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Step 1: Get them in

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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…

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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?

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Subscription

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Confirmed opt-in

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You tell us

Describe your ideal holiday

What are your preferences

Tell us what you like

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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…

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Tagging content and links in Clang…

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RESULTS:profiles from click behaviour +71%

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Step 3: Convert them

Image: D

isney

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Default profilesRound Trips

Worldwide

City Trips

Amusement Parcs

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Custom profiles

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Mailing to full database: CTR 19.2%

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Targeted email: CTR 28.6%

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Step 4: Keep them in

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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

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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

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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

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open rate is indication for offer only

tags help built profiles for segmentation

Imgae: Australian N

ational UniversityLearnings

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Be relevant

Keep your customer in mind

Use all insights and info

Act like a retail store

YOUR CUSTOMER IS ALWAYS IN CONTROL!

TIPS!

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(Revenues-Costs) / Costs x 100

1560%

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