Lien De Leenheer, J.Boye Aarhus 2014

Seduce a customerApplying dating best practices on email marketing

Lien De Leenheer, J.Boye Aarhus 2014

Seduce a customerApplying dating best practices on email marketing

• Lien De Leenheer

• digital native

• Gent, Belgium, Europe, World, Universe

• Freelance digital consultant since June 2014

• Digital specialist at ABB for nearly 7 years

• Internal & external comms in Benelux, CEUand Global (web, email marketing, social)

• Engineering, 5 divisions, 100 countries, 45languages, 20 million products

• Lien De Leenheer

• digital native

• Gent, Belgium, Europe, World, Universe

• Freelance digital consultant since June 2014

• Digital specialist at ABB for nearly 7 years

• Internal & external comms in Benelux, CEUand Global (web, email marketing, social)

• Engineering, 5 divisions, 100 countries, 45languages, 20 million products

Lien, c’est qui?Lien, c’est qui?

Take awaysTake aways

• Only 30 minutes

• Tips and tricks for good emailmarketing

• The business value of creatingpersonalised content

• How you can learn from yourcustomer and thus transformyour company

• Only 30 minutes

• Tips and tricks for good emailmarketing

• The business value of creatingpersonalised content

• How you can learn from yourcustomer and thus transformyour company

Why dating? (besides that it’s just fun)Why dating? (besides that it’s just fun)

For a new potential partner we make sure todo things right: Show our best side say the right things at the right moment Remember what triggers good emotions

from our ‘prospect’

The goal: create a quick and lastingemotional connection with someone

For a new potential partner we make sure todo things right: Show our best side say the right things at the right moment Remember what triggers good emotions

from our ‘prospect’

The goal: create a quick and lastingemotional connection with someone

As a company you are seducing customers We keep on bragging about how great

we are and that we are the best choiceof the pack.

We don’t listen to emotional cues Customers are people too ;)

This doesn’t help to build a relationship,so why are we communicating this way

with customers and employees?

As a company you are seducing customers We keep on bragging about how great

we are and that we are the best choiceof the pack.

We don’t listen to emotional cues Customers are people too ;)

This doesn’t help to build a relationship,so why are we communicating this way

with customers and employees?

It’s not B2CIt’s not B2BIt’s Human to HumanEnjoyable to end-customer

(B2B customers have feelings too, you know ;))

Look the partLook the part

Make templates beautiful and exciting

Challenge branding guidelines

Sketch on paper

Good quality images, action buttons & LINKS!

Logo left & responsive

B2B =/= boring

Email preview

Templates compatible with your target audience

Go for flexible modular templates, html for one offs

Don’t forget about data privacy and IT security!

Make templates beautiful and exciting

Challenge branding guidelines

Sketch on paper

Good quality images, action buttons & LINKS!

Logo left & responsive

B2B =/= boring

Email preview

Templates compatible with your target audience

Go for flexible modular templates, html for one offs

Don’t forget about data privacy and IT security!

--

Put the customer firstDon’t brag about how greatyou are, show what a greatadded value you are fortheir live, how you can solvetheir problems.

Bla bla bla bla…

In a society where time isvery precious, a companythat targets you withrelevant customisedcontent is very valuable.

61% of consumers are morelikely to buy fromcompanies that createcustom content, thatliterally “speak” to them atthe right moment.

In a society where time isvery precious, a companythat targets you withrelevant customisedcontent is very valuable.

61% of consumers are morelikely to buy fromcompanies that createcustom content, thatliterally “speak” to them atthe right moment.

Put thecustomer firstPut thecustomer first

Deliver the right content Be relevant

Deliver the right content (might be nerdy) to the right person,at the right moment in their buying cycle

Change according to changing segments (A/Btesting, discover triggers)

Personalise visuals

Name (prefilled forms)

Color

Content

Deliver the right content Be relevant

Deliver the right content (might be nerdy) to the right person,at the right moment in their buying cycle

Change according to changing segments (A/Btesting, discover triggers)

Personalise visuals

Name (prefilled forms)

Color

Content

This can be applied to internal communications too!

A/B testing

Hi Mr Peters,

Crappy visual example ;)Crappy visual example ;)

Sidenote: content in B2BSidenote: content in B2B

You don’t sell 190 million euro projects with a coupon ;)

Invested in solving customer problems

Relationship is key (=TRUST!)

Thought-leadership

You don’t sell 190 million euro projects with a coupon ;)

Invested in solving customer problems

Relationship is key (=TRUST!)

Thought-leadership

Listen, listen and listenListen, listen and listen

Question your content and copywritingALL THE TIME

Check the numbers

A/B test in small pilots (content, visuals,target groups, delivery times)

Figure out best practices (place linksbehind images, video works in EM, not onsocial)

Adapt regularly

Change templates if necessary

Question your content and copywritingALL THE TIME

Check the numbers

A/B test in small pilots (content, visuals,target groups, delivery times)

Figure out best practices (place linksbehind images, video works in EM, not onsocial)

Adapt regularly

Change templates if necessary

Keep in mind!Keep in mind!

Long term goal is the ongoing relationship

Treat it like a relationship, don’t be a jackass. Once people opt-out…

Use your data to stear strategy and business in the right direction(quality of data, opportunities)

Long term goal is the ongoing relationship

Treat it like a relationship, don’t be a jackass. Once people opt-out…

Use your data to stear strategy and business in the right direction(quality of data, opportunities)

How do you automate?How do you automate?

The aimThe aim

Upselling (Service)

Cross-selling

Confirmation of right choice (Thoughtleadership)

Nurturing the relationship

Upselling (Service)

Cross-selling

Confirmation of right choice (Thoughtleadership)

Nurturing the relationship

The triggersThe triggers

The Business (Project, product launch, event)

Behavior (visit on website, clicks, talks)

The environment (legislation, market trends, theweather)

The Business (Project, product launch, event)

Behavior (visit on website, clicks, talks)

The environment (legislation, market trends, theweather)

White paperWhite paper

Survival of the most agile, the newCMO & the digital customer journey

Write down your contact details andI’ll send you a copy!

Survival of the most agile, the newCMO & the digital customer journey

Write down your contact details andI’ll send you a copy!

How to get started?How to get started?

Have a vision

Involve likeminded influentials and key stakeholders

Start with a small pilot, showcase the ROI of this pilot to get bigger budgets

Deploy in an agile way: one country, one division, extend bit by bit

Don’t think big data, think smart data (80/20)

Accept that starting with MA requires change management

Rightsource or train train train (x10) your people: you need hybrid profiles

Evangelize within your organisation

Choose wisely: look for a partner! Use a flexible tool.

Have a vision

Involve likeminded influentials and key stakeholders

Start with a small pilot, showcase the ROI of this pilot to get bigger budgets

Deploy in an agile way: one country, one division, extend bit by bit

Don’t think big data, think smart data (80/20)

Accept that starting with MA requires change management

Rightsource or train train train (x10) your people: you need hybrid profiles

Evangelize within your organisation

Choose wisely: look for a partner! Use a flexible tool.

What could possiblygo wrong? Right?What could possiblygo wrong? Right?

That’s all folks!That’s all folks!

Lien De Leenheer

@lieneuh

www.franklyspeaking.be

lien@franklyspeaking.be

Lien De Leenheer

@lieneuh

www.franklyspeaking.be

lien@franklyspeaking.be