Email marketing forum april 2013 (2)
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Presentation given by Florent Diverchy, Bisnode at Email Marketing Forum, Brussels 25/4/2013
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Email marketing forum april 2013 (2)
- 1. EMAIL MARKETING FORUM SUBJECT LINE AS A SOCIAL CHOICE 25/04/2013 #EMForum @BisnodeBelgium
- 2. SUBJECT LINES DO YOU TEST THEM? FLORENT DIVERCHY DIGITAL BUSINESS CONSULTANT BISNODE (SINCE 2002) @THEFRENCHFLO
- 3. SUBJECT LINE IN THE EMAIL CREATION FLOW Marketing Idea 3
- 4. SUBJECT LINE IN THE EMAIL CREATION FLOW Marketing Idea Email content 4
- 5. SUBJECT LINE IN THE EMAIL CREATION FLOW Marketing Idea Email content Subject line: first draft 5
- 6. SUBJECT LINE IN THE EMAIL CREATION FLOW Marketing Idea Email content Subject line: first draft Subject line: final 6
- 7. SUBJECT LINE IN THE EMAIL CREATION FLOW Marketing Idea Email content Subject line: first draft Subject line: final 7 CREATIVE JOB
- 8. SUBJECT LINE IN THE EMAIL CREATION FLOW Marketing Idea Email content Subject line: first draft Subject line: final 8 CREATIVE JOB BEST PRACTICES PERSONALIZATION IMPORTANT ELEMENTS FIRST NOT TOO LONG UNICODE
- 9. SUBJECT LINE IN THE EMAIL CREATION FLOW Marketing Idea Email content Subject line: first draft Subject line: final 9 CREATIVE JOB BEST PRACTICES PERSONALIZATION IMPORTANT ELEMENTS FIRST NOT TOO LONG UNICODE
- 10. THAT’S A PITY BECAUSE 10 Sent Delivered Opened Clicks Opt-in Sales IF YOU WANT TO GENERATE SALES… … FIRST YOU NEED FOR PEOPLE TO SEE YOUR OFFER!
- 11. WICH EMAILS ARE OPENED ? 11 CHOICE MAKING IS STUDIED IN SOCIOLOGY DECIDING TO OPEN AN EMAIL = MAKING A CHOICE CAN SOCIOLOGY HELP US MAKE BETTER SUBJEC TLINES ? ARE A CHOICE?WHICH ELEMENTS TRIGGERING
- 12. ACCORDING TO SOCIOLOGY… 12 …THERE ARE 4 DIFFERENT CHOICE TRIGGERS VALUE SOCIAL + CHANGE SOCIAL - UNDERSTANDING FASHION CYCLES AS A SOCIAL CHOICE http://arxiv.org/abs/1009.2617 Rina Panigrahy Anish Das Sarma Sreenivas Li Zhang
- 13. VALUE WHAT’S IN IT FOR ME? FEATURES OF THE OFFER. PRICE, QUALITY, CONTENT …
- 14. SOCIAL + SOCIAL + ME, TOWARD THE ITEM, AS A FOLLOWER. POSITIVE SOCIAL INFLUENCE. ME, AS PART OF A GROUP.
- 15. SOCIAL - ME, TOWARD THE ITEM, AS AN INFLUENCER. I’M A PIONEER. I’M DIFFERENT.
- 16. CHANGE CHANGE REDUCE INDIVIDUAL BOREDOM. I WANT SOMETHING NEW!
- 17. 17 SO IF A CHOICE CAN HAVE 4 TRIGGERS…. CHOICE
- 18. 18 …WE SHOULD HAVE 4 ANGLES OF ATTRACK TO WRITE OUR SUBJECT LINES! CHOICE
- 19. 7 steps to improve your subject lines How can I use this for my Email Marketing?
- 20. 20 STEP 2: TEST THEM STEP 3: CREATE A KNOWLEDGE BASE STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES STEP 7: DO IT REALTIME STEP 1: CREATE 4 SUBJECT LINES OF YOUR EMAIL.SCAN THE TEXT OF THE TYPES.IDENTIFY ELEMENTS CREATE SUBJECT LINES BASED ON THESE. VALUE: Laugh, Emotions and Sensations at Samuel Pauwels Circus! SOCIAL- : Visit the Samuel Pauwels Circus as a VIP! SOCIAL+: nothing CHANGE: Discover the Samuel Opauwels Circus Brand New Show!
- 21. 21 STEP 3: CREATE A KNOWLEDGE BASE STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES STEP 7: DO IT REALTIME STEP 2: TEST THEM STEP 1: CREATE 4 SUBJECTLINES PERFORM AN A/B/C/D TESTING ON SIMILAR POPULATIONS LAUCHED AT THE SAME TIME DON’T FORGET TO TEST BOTH LANGUAGES !
- 22. 22 STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES STEP 7: DO IT REALTIME STEP 3: CREATE A KNOWLEDGE BASE STEP 1: CREATE 4 SUBJECTLINES STEP 2: TEST THEM STORE USEFULL INFORMATION WHICH ADVERTISER ? WHICH TYPE OF CAMPAIGN ? WHICH SECTOR ? WHICH EVENT/DATE ? AUDIENCE COMPOSITION ?WHICH WHICH TRIGGER WON ? CREATE REPORTS!
- 23. 23 STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES STEP 7: DO IT REALTIME STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS STEP 1: CREATE 4 SUBJECTLINES STEP 2: TEST THEM STEP 3: CREATE A KNOWLEDGE BASE WHAT WORKED PREVIOUSLY? FOR THIS CLIENT ? FOR THIS SECTOR ? FOR THIS TYPE OF EVENT ? FOR THIS KIND OF AUDIENCE ? ANALYZE ! LEARN FROM SEASONAL EFFECTS VALENTINE’S DAY SOCIAL - HOLIDAYS CHANGE NEW YEAR’S EVE SOCIAL +
- 24. 24 STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES STEP 7: DO IT REALTIME STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE STEP 1: CREATE 4 SUBJECTLINES STEP 2: TEST THEM STEP 3: CREATE A KNOWLEDGE BASE STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS USE HISTORY AT INDIVIDUAL LEVEL VALUE SOCIAL + SOCIAL - CHANGE (never tested) (never tested) (never tested) (never tested) (never tested) VALUE SOCIAL + SOCIAL - CHANGE WHATEVER
- 25. 25 STEP 7: DO IT REALTIME STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES STEP 1: CREATE 4 SUBJECTLINES STEP 2: TEST THEM STEP 3: CREATE A KNOWLEDGE BASE STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE USE HISTORY AT POPULATION LEVEL POPULATION VALUE SOCIAL + SOCIAL - CHANGE SOCIO-DEMO WOMEN 55-60 YEARS OLD SOCIAL CLASS 3-4 RURAL TOWNS LIFESTYLE COUPON LOVERS ANIMAL LOVERS CRM BEST CLIENT NEW CLIENT PROSPECTS DECLARATIVE OWN A GARDEN PLAY TENNIS BUY COKE 3X/MONTH DRIVE A RENAULT USE THE DATA YOU HAVE. IF NOT ENOUGH…
- 26. 26 STEP 7: DO IT REALTIME STEP 1: CREATE 4 SUBJECTLINES STEP 2: TEST THEM STEP 3: CREATE A KNOWLEDGE BASE STEP 4: USE IT TO OPTIMIZE NEXT CAMPAIGNS STEP 5: GIVE EVERY KNOWN INDIVIDUAL WHAT THEY LIKE STEP 6: GIVE EVERY NEW INDIVIDUAL WHAT THEIR LOOK-A-LIKE LIKES NOW YOU SHOULD HAVE MORE STRUCTURE IN YOUR SUBJECT LINE CREATION PROCESS! INITIAL SEGMENTSCREATE LAUNCH YOUR CAMPAIGN IN REALTIMEMEASURE THE BEST TRIGGER FOR EACH POPULATION ADAPT IN REALTIME THE POPULATION OF EACH SEGMENT
- 27. CONCLUSIONS 27 METHODOLOGY SUBJECT LINE CATEGORIZATION KNOWLEDGE LONG-TERM OPTIMIZATION UNDERSTANDING 10,000% 12,000% 14,000% 16,000% 18,000% 20,000% 22,000% 24,000% 26,000% 1 9 17 25 33 41 49 57 65 73 81 89 97 105 113 121 129 137 145 153 161 169 177 185 193 201 209 217 225 233 241 249 257 265 273 281 289 297 305 313 321 329 337 345 353 361 369 377 385 393