eTravel Europe 2016 - Keep you communications personal and create more conversion - Ad Walraven -...
Transcript of eTravel Europe 2016 - Keep you communications personal and create more conversion - Ad Walraven -...
Keep your communications
personal and increase your conversion
With less effort !
founded in 1999 originated in the
Netherlands
5.000.000.000 emails annualy
250 employees a flexible, young and dynamic organization
9 offices in 5 countries
Client turnover thru email
Approx 28 B (2014)
Our objective is to surpass conversion targets by automatically creating highly personalized e messages, based on various parameters.
With the goal to increase relevancy, engagement and last but not least conversion.
Implement, Learn, Improve
Goals, challenges and issues
Issues Goals Challenges
• Subscriber Churn • Increase relevancy • Data from various sources
• CTR Decline • Increase conversion • Audience is tired of “the
daily newsletter” concept
• Staffing Challenges • Decrease manual effort • Limited HR/ Knowledge
The “Route”
Step 1 + Step 2 = Result
Database needs to be
analyzed and segmented to
allow a systematical increase
of the relevancy level.
Implement profile scoring.
Additional data crunching
(other sources) is used to
further define personal
interest.
Every subscriber receives
newsletters with most relevant
content “above the fold”,
based on their profile.
ANWB
The Royal Dutch Touring Club ANWB looks after best the interests of its members in terms of mobility, travel and leisure. It is an association with a unique blend of influence, service and assistance to their members.
• founded in 1883 • 4.3 million members, largest club in the Netherlands • publisher of the largest spread magazine in NL with 3.5M magazines • 89 shops, 7 fully owned tour operators • owner of medium-sized insurance company • franchise company for 48 driving schools throughout the country • Roadside assistance with for towing and replacement vehicles
About ANWB
ANWB & Webpower Business Activities and Consumer touchpoints
Different subscriptions Customers can indicate their interests
(My newsletters)
Different Newsletters
Promotions
Activities
Toll badge
Web shop
Abandoned cart
Who Wants What? = Profiles Enrichment Increasing relevance & conversion
(Change newsletter profile)
Profile enrichment Manual choice of interests
Name Email Shoes Sports
Janine [email protected] 0 0
Name Email Shoes Sports
Janine [email protected] +2 0
Profile enrichment
Every click is associated with an interest and a trigger score.
Profile scoring based on clicks
Communicate what we prefer: ANWB Cockpit Adjusting preferences
ANWB has the possibility to edit the trigger scores, rules, weight and whether or not to show the interest in the newsletter/campaign.
Subject line & content segmentation Based on individual interest scores
Name Email Shoes Fashion Sports
Janine [email protected] 26 22 12
Name Email Shoes Fashion Sports
John [email protected] 10 36 6
Newsletter personalization
• When producing the newsletter, the subject line, content items and the order of the items are determined by the weight factor of profile scoring in combination with manual interests. The most relevant content items will be shown “above the fold”.
• As interests/propositions are seasonal, this can be adjusted anytime.
Result Increased average CTO by 119% & an automated e-mail production and distribution procedure.
Content arranged by relevance
Any questions?