With Social Media on the rise and newsletters increasingly being filtered as 'Grey Mail', having just a newsletter simply isn’t good enough anymore. In this seminar we’ll be looking at a number of fundamental new developments which will change the way you communicate via your newsletter. Analyzing the importance of relevance from all angles, we'll conclude with tips which will help you make your newsletter great for everybody involved, your readers as well as you and your company.

1. Grey or Great?
Prevent your emails from becoming
just another grey newsletter
Erwin Moojen
Oprichter 22 Times

2. Today we’ll have a look…
• into the mirror and
• at the world of our customers
• at some interesting new developments
• and how we can use these
for our own benefit

3. If we would look
into a mirror,
what would we
see?

4. An email
marketing
nerd?

5. Or an
email
guru?

6. We don’t like legislation

7. We don’t like
to fuss around
with bounces
and opt-outs…

8. We do like
to send out
newsletters
though!

9. The
more, th
e
merrier!

10. We like to
think that
one size
fits all!

11. And that this one extra campaign
can help us obtain our bonus…

12. Sometimes
we do try
to experiment
a little…

13. With a viral
campaign
or video in
email…

14. We love to
fantasize
about event
triggered
campaigns

15. but hardly
ever actually
execute those
plans…

16. Let’s look to
see what our
customers
actually want
and like…

17. Currently
their daily
media
consumption
looks as
follows…
Source: Nielsen

18. and
their Other email
Real spam
Real Persons 2%
2%
inbox 14%
Newsletters &
special offers
looks like Shops
6%
50%
this: Groups &
related info
9%
Updates from
social media
17%
Source: Microsoft Hotmail.com

19. They do
not just
dislike
spam,
they hate
it…

20. Still: 75% of reported spam
actually is Grey Mail…
Real Spam VS Grey Mail
Indirect/soft opt-in
Unsollicited
Reliable
Fraudulous source
source, possible to
Illegal content
opt-out
About 2% reaches
Valuable content
inbox
80% reaches inbox
Source: Microsoft Hotmail.com

21. Who isn’t
sending
grey mail?
Please raise
your hand!

22. So, what do customers like?

23. So what does this mean
in practice?
- What are the socio demographics of your customer
(such as age, gender, income, address, etc.)
- What is your customer mostly interested in?
- How do you write about the stuff they’re interested in?
- How often do you send out your various newsletters?

24. Nice example
of innovative
use of content

25. But there is
more to
relevance:
timing!

26. Relevant timing:
how does that work out?
- How often do you send out your various newsletters?
- Do they relate to current activity of your customers?
- When do they have time to read your email?
- When do they have time to act upon it?
- When do your customers receive their wages?

27. Nice example
of good timing

28. Content and
timing
relevancy
combined, ma
ke for a
powerful mix!

29. What new
developments
can help us
with sending
more relevant
newsletters?

30. First, let’s look at
what already exists:
1. Event triggered
2. Behavioural
targeting
3. Dynamic content
4. Preferences
5. EmailVideo

31. Who is
applying
two or more
of these
tactics?

32. PersuasionAPI
by Science Rockstars!
- New tool using persuasion profiling at an individual level
- People are persuaded by authority, commitment &
consistency, liking, reciprocity, scarcity and social proof.
- Every person has it’s own personal persuasion profile
- This profile is independent of a type of product or service

33. PersuasionAPI
by Science Rockstars!
- Through testing and optimization each profile will
improve its estimates
- Used in personalizing conversion driving elements
- Currently amongst others Jaludo (casual gaming) testing
the BETA version.

35. PersuasionAPI
• For sending a reminder
by Science Rockstars!
email, Philips used 3 persuasion
tactics: Authority, Social Proof
and Scarcity
• Philips sent out a total of 5
emails, also to build up a profile
• Resulting in 100% increased
click through and 25% increased
conversion

36. Nieuwsbrief.nl by 22 Times
- People can sign up and
unsubscribe, with just a
single click
- Or pause a
newsletter, should they go
on holiday

38. With nieuwsbrief.nl
you’ll know exactly what
your reader Likes and Loves

39. You’ll also get
excellent
deliverability
and perfect data
quality

40. What do
you think?
Which new
development
will help you
most?

41. So how will
all this
help YOU?

42. Adding relevance is KEY to
making your newsletter GREAT
These new tools will help you
building a relevant newsletter

43. How do you measure relevance?

44. There are basically 3 options:
- Build up profiles and use
these for creating dynamic
content and timing
- Set up dedicated campaigns
for individual segments
- Build automated event-
triggered campaigns

45. Keep it manageable:
- Build up learnings before you
create personas or segments
- Don’t create too many
versions
- Be realistic about building
profiles: people don’t like to
provide personal data unless
they get value in return!

46. Do it good and
you’ll be able
to amaze your
audience!

47. Your newsletter on nieuwsbrief.nl?
Give me your business card or drop me an
email: erwin@22times.com