Yeni E-Ticaret Kanunu ve Double Opt-In ile tutkulu müşteriler yaratmak Jens Fischler - Optivo
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Jens Fischler | Dir. International | [email protected] Merhaba! Türkiye Yeni E-Ticaret Kanunu ve Double Opt-In ile tutkulu müşteriler yaratmak
Transcript of Yeni E-Ticaret Kanunu ve Double Opt-In ile tutkulu müşteriler yaratmak Jens Fischler - Optivo
Jens Fischler | Dir. International | [email protected]
Merhaba! Türkiye
Yeni E-Ticaret Kanunu ve
Double Opt-In ile tutkulu müşteriler yaratmak
Company
2001
Crosschannel
>1.000
Founded
Clients
4Member of industry organizations and initiativesx
>
Since June 2013 a Company of Deutsche Post DHL
Locations (Berlin, Warsaw, Amsterdam, Istanbul)
>130(E-Mail, SMS/Mobile, Social, Web, Fax, Print)
Employees
Electronic spamming is the use of
electronic messaging systems to send
unsolicited messages …*
Definition Of Spam* Source: Wikipedia
Spam Folder
► Mailbox Provider / ISPs
► Bad reputation
► Filtering software
► Bounce rate
► Complaint rate
► Spam trap rate
► Content
► And many more …
► User Engagement
► Spam is exactly, what the definition says, every unsolicited email
► It’s Spam, if the user thinks it’s Spam
Why User Consider It Spam
Sustainable
Email Marketing
Spam
Emails come
too frequently
I (think) I never
subscribed
I don‘t recognize
the sender
Offensive
content
I‘m (no longer)
interestedEmail was
delivered to
spam folderNewsletter
looks horrible
Deliverability Is Key
Return Path Email Intelligence Report Placement Benchmarks, 1H 2013
-6% YOY
20%
lost
optivo Deliverability
Recipients
Possible Opt-Ins
Single
Confirmed
Double
SOI
COI
DOI
Strong subscriber relationships always
begin with a strong permission.
Best Practises
Website Form DOIConfirmation Welcome
Website
Be visible
Form DOIConfirmation WelcomeWebsite
Website
Be visible
Activate
Form DOIConfirmation WelcomeWebsite
Website
Be visible
Activate
Explain
Form DOIConfirmation WelcomeWebsite
Sign Up Form
Keep it short
DOIConfirmation WelcomeWebsite Form
Keep it short
Be clear
What´s in for me?
Sign Up Form
DOIConfirmation WelcomeWebsite Form
Be short
Be clear
Whats in it for me?
Only ask what you need
DOIConfirmation WelcomeWebsite Form
Sign Up Form
DOIConfirmation WelcomeWebsite Form
Sign Up Form
Confirmation Page
Say „Thank you“
DOI WelcomeWebsite Form Confirmation
Say „Thank you“
Next step
Confirmation Page
DOI WelcomeWebsite Form Confirmation
Open ConfirmationEmail
Click on the Confirmation Link You have activated your Newsletter
Please check your Spam folder in your Email account.
Do you have any further questions? Please feel free to get in touch with us at + 0800 555 55 55 or send an email to [email protected].
Please add [email protected] to your address book.
These are the next steps…You should just have received an Email from us
Continue
Confirmation Page
Say „Thank you“
Next step
Inform
DOI WelcomeWebsite Form Confirmation
Double-Opt-In Email
WelcomeWebsite Form Confirmation DOI
Welcome Page
Website Form Confirmation DOI Welcome
Welcome Mail
Website Form Confirmation DOI Welcome
Pros & Cons of DOI
Pro
Only people who are truly interested will Double Opt-In
Response rates will be higher (up to 20%)
You’ll always have proof of the Double Opt-In
> Nobody can sue you for spamming
Con
Worry that people will never follow through the confirmation link
But: If someone is NOT willing to click a simple confirmation link, do
you think they’re really going to read your emails or respond to
them?
Quantity
Quality vs. Quantity
DOI
COI
SOI
Why Double Opt-In?
Legal obligation (e.g. in Germany)
Best practice for ISPs
Better deliverability
Strong permission
Passionate users with higher response rates
Because it’s included and default
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