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Email Marketing EvolvedHow we will send +1.000.000 unique and relevant mails every day!
NORDJYSKE Medier is…
Founded january 2nd 1767.
2 daily newspapers27 weekly newspapers2 radio channels1 TV-channel100+ websites
Turnover per Year: appr. 1.2 billion dkr.No. of employees: appr. 2.400
First to integrate radio, TV, print, web and mobile services in one combined content-production… in the world!
Some volume statistics…
NORDJYSKE Medier have:
• 50+ Newsletters
• Several flows using triggermails and Marketing Automation
• More than 1.000.000 unique and active mail-addresses
• We have more than 84.2 mio. pageviews every month on +100 websites…
• … E-mails generate appr. 8-12% of the traffic
Scratching the Surface…
We need to identify peoples interests!
1
Expanding features
We need to do it for them…!2
Psychographics
• We have implemented Cxense on all major websites
• Cxense map users interests through a (pre-)defined taxonomyie. ‘Denmark beat Sweden 2-0’- Keywords: Football, Denmark, Sweden, Zlatan, Lord Bendtner… etc.
• These keywords is rated on each user, and can be queried
What if we dont have what they want?
The paradox in lead-rating taxonomy
10 exposures on keyword ‘Football’ 2 exposures on keyword ‘Giraffe’
2 were read 2 were read
Hitrate = 20%Hitrate = 100%
Should we increase our volume in stories about giraffes,instead of football?
Map content themes from market, not content
- Cars Lamborghini or Lada? Insurance or Racing?
- Animals Dogs or cats? LOL or animal rights?
- Fitness Running or boxing? News or equipment?
- HomeIndoor or outdoor? Economy or soft news?
- Sport Handball or Football Where?
Automated taxonomies – in my experience – work best…
Channel Profiling Resolution
Children
wear
Womens
wear
Mens wear
Other
Childrens
Wear
Womens
wear
Mens wear Other
Children
wear
Womens
wear
Mens Wear
Other
Children
wear
Womens
wear
Mens wear
Other
FEMALE MALE
ABOV
E 40
YE
ARS
BELO
W 4
0 YE
ARS
- Channel format is defined byaccumulated interest – Point
Clouds
Content independency
Permission Channel
• NORDJYSKE
• JSL• Jubii• Bazoom• …
Demographics / Psychographics • Age
• Sex• Location
• Interests
Content providers
• NORDJYSKE
• Vi med Hund
• Jubii• BilGalleri• …
Example
- NORDJYSKE newsletter have a defined format and profile (constraints)
- Of ‘these available’ stories which should we deliver – Ask Cxense
- Cxense tells us User is interested in dogs… NORDJYSKE may not have content about dogs… ‘Vi med Hund’ does.
- Deliver suggested ‘Vi med Hund’ content in NORDJYSKE newsletter seemlessly (if the story fits in the defined format and profile - brand).
… uh oh…!
We need them to allow us to do it…!
Få mere at vide i PowerPoint Getting Started Center
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Permission complexity…
- Marketing laws (DK: Markedsføringsloven §6)
- Data Protection Directive (DK: Persondataloven §6)
- Cookie regulative (consent NOT implied)
A user could revoke one permission, and not the other… What is our fallback?
Questions?Online Marketing ManagerJesper JohansenPhone: +45 2897 8250Mail: [email protected]: dk.linkedin.com/in/jkmjdk
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