Golden Emma Case 20090910 BlueBiz Lifecycle 2.0
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![BlueBiz, how it works… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-4-2048.jpg?cb=1667999871)
![Starting points 2008 ,[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-5-2048.jpg?cb=1667999871)
![BlueBiz life cycle Toolbox ,[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-10-2048.jpg?cb=1667999871)
![[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-12-2048.jpg?cb=1667999871)
![BlueBiz - Non actives ,[object Object],[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-17-2048.jpg?cb=1667999871)
![BlueBiz - Non actives the ‘sandwich’ campaign Teaser mail Profile-based Follow-up mail Profile-based Follow-up mail Profile-based Follow-up mail Profile-based Follow-up mail Profile-based Follow-up mail Message: It has been a long time since we have heard of you ,[object Object],[object Object],[object Object],[object Object],Message: Based on the output of the phone call. All messages aims for a behavioural change Phone call](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-19-2048.jpg?cb=1667999871)
![[object Object],[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-21-2048.jpg?cb=1667999871)
![Marketing communication results Satisfaction ,[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-23-2048.jpg?cb=1667999871)
![What did we learn… ,[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-31-2048.jpg?cb=1667999871)
![There’s always room for improvement… ,[object Object],[object Object]](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-32-2048.jpg?cb=1667999871)
![KLM Royal Dutch Airlines - Annemieke Bossen [email_address] www.klm.com +31 (0)610 627 959 CloseContact - Hans Meijer hans@closecontact.nl www.closecontact.nl +31 (0)654 784 986 MichaelStraathof.com - Michael Straathof [email_address] www.michaelstraathof.com +31 (0)652 190 428](https://image.slidesharecdn.com/goldenemmacase2009100909bluebizlifecycle2-0-090913071342-phpapp01/75/golden-emma-case-20090910-bluebiz-lifecycle-20-33-2048.jpg?cb=1667999871)
Golden Emma Case 20090910 BlueBiz Lifecycle 2.0
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This is the presentation of the Golden email marketing award in 2009 I won together with KLM and CloseContact
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Golden Emma Case 20090910 BlueBiz Lifecycle 2.0
- 1. KLM BlueBiz life cycle 2.0 September 10 th 2009 from e-mail contacts to valuable relationships
- 3. Even voorstellen… Annemieke Bossen Hans Meijer Michael Straathof KLM Royal Dutch Airlines CloseContact MichaelStraathof.com
- 6. The communication itself was the same for everybody though…
- 8. BlueBiz life cycle strategy
- 9. Audience Traveler/booker Travel agency (secondary) Secretary/office manager Travel manager Secretary/office manager
- 11. BlueBiz life cycle 2.0 Strategy 1 2 3 4 More contextual communication through profiling More relevant communication through behavioral segmentation More dialogue oriented through interaction More value oriented communication through personal service campaigns
- 13. BlueBiz life cycle 2.0 Welcome Fast track Non-actives Ready to burn Profile check Anniversary Enrolment 2 nd Online Credit Statements / Seasonal events BlueBiz monitor New Contact person Birthday Personal Bluebook BlueBiz Break Company behavior cycle Personal relationship cycle
- 14. Examples
- 15. BlueBiz - Birthday the ‘make your own choice’ campaign
- 16. BlueBiz - Birthday the ‘make your own choice’ campaign
- 18. BlueBiz - Non actives the ‘sandwich’ campaign
- 20. BlueBiz - Non actives the ‘sandwich’ campaign
- 24. > 80% of the BlueBiz members would recommend KLM
- 25. BlueBiz increases intention to recommend KLM
- 30. Budget 01/05/2008 – 01/05/2009 Per country, with 63 countries and 11 languages (NL, UK, DE, IT, ES, FR, RU, CN sim, CN tra, JP, KR) € 2.777,78 € 4,86 / member with 36.000 members
- 33. KLM Royal Dutch Airlines - Annemieke Bossen [email_address] www.klm.com +31 (0)610 627 959 CloseContact - Hans Meijer hans@closecontact.nl www.closecontact.nl +31 (0)654 784 986 MichaelStraathof.com - Michael Straathof [email_address] www.michaelstraathof.com +31 (0)652 190 428