“In an age of mass information, time constrains and immediate gratification the key lies in offering something truly relevant. Not just once but each time you send an email.

Such relevance not only improves campaign results such as opens and clicks but also fosters loyalty and trust and reduces unsubscribe rates and SPAM complaints.”

1

MarketingProfs - Kimberly Smith

Best Practice TrainingNewsletters - January 2014

Agenda

• Changes & New Structure

• Best Practice – Newsletters

• Actions for you / Next Steps

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Changes and new structure

4

Changes

• Simplified subscription structure / Focus on NewslettersLess subscription options / Same sendout types

• More centrally provided contentWe will publish more central content for you to localise and use in your sendouts. Newsletter articles that you can re-use will be published in the internal publications . Call-to-action and Information mails will be published and communicated separately.

• No more approval rounds Make sure to follow the check list provided at this training. We will review sent mails and get back to you if you need to change something.

• Best Practice TrainingsBi-montlhy Best Practice trainings to share and improve the common knowledge on how to make great email communication

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Changes

• All questions should be sent to corporate.identity@globalblue.com New contact for support on content, layout, images etc. (apsis@ will be removed 31/1)

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Newsletters = Relationship

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New subscription structure – Sendout Types

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Sendout Types (internal description)

•Newsletter (subscription list )

•Information Mail (all email contacts /targeted if needed)

•Call-to-action mails (targeted to subscription list)

Same as before

Sendout Types (internal description)

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Newsletters

- Used to build loyalty amongst recipients

- Focus on recipient value not on how great we are.

- Share information rather than sell > Get the trust first – sell second

- Content to use: mainly locally produced or localised centrally provided content

- Important in the step to build a relationship with the recipient

- Should be sent frequently

- Should go out to all in the subscription list.

- Possible to target per article

Information Mails

- To inform about something specific.- More formal and ”dry” communication.- Ok with more text than usual.- Always include a link for more information- Content to use: mainly local content in some cases

localised centrally provided content

- OK with personal sender e.g. Country Manager (remember to include contact details)

- Target when possible- Can be sent to all contacts in CRM (not only

Newsletter subscribers) - Separate list on your apsis account.

Call-to-Action mails- Sales driven or Sales supporting activity- Crucial with a planned follow-up- A series of sendouts or a one off with reminders

- Know what you want to achieve and focus on one thing.

- Should go out to a target group of people from the Newsletter subscription list.

Subscriptions

•Local Newsletters (local subscription list)

•Intelligence (Central list)

•Visitors Newsletter (Central list)

•Barometer Newsletter (Media contacts only)

New subscription structure - simplified

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Only onelocal subscription

Subscriptions

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Local Newsletters- Managed by local marketing

- Needs to follow GB best practice

- Content according to value proposition

- Subscription by default in CRM (checkbox)

- New contacts as ”Apsis contact XX” in CRM

- List in Apsis updated automaticly from CRM

Intelligence communication- Centrally managed

- Includes of bi-monthly newsletters and content marketing (call-to-action mails)

- Separate subscription through corporate web

- Sent to all with checkbox marked in CRM

Visitors Newsletter- Centrally managed

- Includes of preview and review mails around each visitor issue

- Separate digital and paper subscription through corporate web

- Sent to all with checkbox marked in CRM

Barometer Newsletter - Centrally managed and published to PR countries for local distribution.

- Sent to all Media and PR contacts

New subscription structure - Additional sendouts

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Central or local content to targeted groups

Additional Sendouts

•Information Mails (locally managed)

•Call-to-Action series (Centrally published/locally executed)

•Automated Transactional Mails (Central / with Merchant Portal )

Additional Sendouts

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Information Mails

- One subject at the time.

- Local Content

- Use Filter to target recipient group when applicable

- Mandatory ”additional info” link

- No subscription needed / opt-in should not be required (check local regulations)

- One additional list on your account. To begin with this list wont be updated automatically.

Call-to-Action series - Centrally published call-to-action mails

(invitations excluded)

- Product / service specific

- Sales oriented communication

- Optional to use for local distribution

- Translation and localisation done by local marketing

- Should be sent targeted ( with filter) to ”Subscription XXXX” list

Automated Transactional Mails

- Coming soon...

- Centrally managed automated sendouts

- These will be connected to phase 2 of My Service Center on the website

- Sent according to activity that the merchant does on the portal. e.g. Order business statistics

- Localised to some extent

Call-to-action mail Information mailNewsletter

Subscriptions

•Local Newsletters (locally managed)

•Intelligence (centrally managed)

•Visitors Newsletter (centrally managed)

•Barometer Newsletter (centrally managed)

Subscription structure

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Additional sendings

•Information Mails (locally managed)

•Call-to-Action series (centrally published & local managed)

•Automated Transactional Mails (centrally managed)

Best Practice – Newsletters

18

April 21, 2023 19

Newsletters

- Used to build loyalty amongst recipients

- Focus on recipient value not on how great we are

- Share information rather than sell > Get the trust first – sell second

- Content to use: mainly locally produced or localised centrally provided content

- Important in the step to build a relationship with the recipient

- Should be sent frequently

- Should go out to all in the subscription list

- Possible to target per article

April 21, 2023 20

Frequent Sendings To build a long term

relationship and become the top of the

mind brand.

Relevant ContentRelevant and valuable

content is the key to get them and keep them

April 21, 2023 21

To build a long term relationship and become the top of the mind brand.To build a long term relationship and become the top of the mind brand.

Frequent Sending's Frequent Sending's

Frequent Sendings - Why?

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Frequent Sendings - How?

• Monthly newsletters are recommended (minimum bi-monthly)

• Share & re-use content We will provide more content centrally and make sure to re-post info from earlier information mails. Re-post from corporate Social Media.

• Minimum 4 – max 7 stories per Newsletter

• Scheduling for early mornings or end of the week.

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Good PlanningGood Planning

Get an overview of Merchant benefits. Minimum time spent on creation.Get an overview of Merchant benefits. Minimum time spent on creation.

Good PlanningGood Planning

• Make a sendout plan for 6-12 months at the time

• Reserve time for proofruns and ad-hoc changes Aim on having the newsletter ready a week before sendout That way you´ll have time for final improvements if needed You´ll have time to send to colleagues in advance

• You can easily schedule the sendings for a specific time

• Reserve time to measure results and take corrective actions when needed!

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Good PlanningGood Planning

• Plan the content ahead – get planning template here

• Use e.g International Holiday Calendar as a source

• Get you local team involved – ask for tips on stories

• Get your readers involved – ask what they want to know

• Reserve time to measure results and take corrective actions when needed!

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8 seconds The average attention span in 2013

9 seconds The average attention span of a gold fish

http://www.statisticbrain.com/attention-span-statistics/

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Relevant Content Relevant Content Relevant and valuable content is the key to Relevant and valuable content is the key to getget them and them and keepkeep them them

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“Customers don't buy from people they don't trust”

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Content - Value proposition

“Get the latest from the experts on foreign travellers shopping and spending”

•Latest news Newsletters should include latest international and local news around globe shopping and international travellers

•Specific insights Newsletters should include insights that affects your merchants area – specific nationalities, seasonal, trend and habits, new airlines/flights.

•Activities in the regionNewsletters should include information about events , shop openings, new shopping districts in the merchants area.

•Updates in services, laws or regulationsNewsletters should give first-hand information about new legislations around TFS, DCC, international shopping, travelling or updates in Global Blue Services, payment solutions etc. that affect our merchants

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Content – ideas on generating content

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Content – not to post

• Greeting or summary from Country manager/ sales manager or similar

• Information on new employees – send a targeted info mail to those affected

• More than one story per newsletter that focuses on Global Blue offerings

• 3rd party promotions

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Content – good example general new

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Recognisable sender and format. Readability and deliverability assured.Recognisable sender and format. Readability and deliverability assured.

Sendout BasicsSendout Basics

Sendout Basics – How?

• Follow correct setup for your sendout type

• Make sure texts are divided, shortened and easy for the viewer to take in

• Optimise your sender Info – sendername, email, subjectline and preheading

• Follow Best Practice for newsletters – Find check list here

April 21, 2023 37

Example – sendout types

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Newsletter Information mail Call-to-action mail

Sendout Basics – Bad Example

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Sendout Basics – Improvement 1

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Sendout Basics – Improvement 2

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Sendout Basics – Improvement 3

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Sendout Basics – Bad Example

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Sender info Subjectline, preheading, sender name, sender address

2 seconds The average lifetime of a mail in an inbox

50% decide to delete it in 2 seconds time

April 21, 2023 45

Sendout Basics – Sender info +

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Marie Bergfelt from Global Blue values my opinion as a reader.

Preheader: Infographic from Brazilian dossier

With this infographic from Global Blue Intelligence department I will learn something about how brazilians shop abroad.

Preheader: Latest news on travelling shoppers.

Global Blue Visitors Magazine lets me know the latest news about travelling shoppers. Apperantly in this issue they are writing abot how I can build my brand in China.

Sendout Basics – Sender info -

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Repetetitive - Global Blue is sending me a newsletter.

Repetetitive - Global Blue is sending me a newsletter in october with information from Global Blue.

Too little and repetitive info - Its Q2 in 2013 and Global Blue is sending me a newsletter...

And yes, i get the latest insights about globeshoppers.

Sendout Basics – Check list

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1. Frequent Sendings

3. Relevant Content

2. Good Planning

Next steps

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E-marketing trip to fabulous Sweden!

April 21, 2023 51

Beginning of August we will announce who have shown best results with Newsletters.

We will measure overall success rate (active subscribers, click rates, opt outs) compared to frequency of the newsletter sendouts and recipient value (follows value proposition) of the content.

Best performer will receive:

-Ticket to Emarketing Evolved event hosted by Apsis in Stockholm -Flight and hotel cost covered by Central Marketing

Next Steps

1. Make a plan for the coming 12 months. Monthly or bi-monthly sendings.

2. Pre-plan content as much as possible. Makes it easier to execute! Use this template

3. Follow the Check list! Download it here

4. More central content to come during the year. (next internal publication end of jan)

5. Next Best Practice training in March/April . Subject to be announced

• Post-sending feedback will be given during the year if needed.

April 21, 2023 52

Attachments

Check list for Newsletters: http://www.globalblue.com/specials/upload/Corporate/BestPracticeTraining/

BestPractice_CheckListNewsletter.docx

Content planning document: http://www.globalblue.com/specials/upload/Corporate/BestPracticeTraining/Example_ContentPlan.xlsx

Internal Publicationshttp://www.anpdm.com/archive/0/414B5E407442475E4471/4243504B7941445A4271

International Holiday Calender http://www.globalblue.com/specials/upload/Sweden/International_Holiday_Calendar%202014.pdf

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Thank you

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