Grey or Great?Prevent your emails from becoming just another grey newsletter

Erwin MoojenOprichter 22 Times

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

If we would look into a mirror,

what would we see?

An email marketing

nerd?

Or an email guru?

We don’t like legislation

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

We do like to send out newsletters

though!

The more,

the merrier!

We like to think that one size fits all!

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

Sometimes we do try

to experiment a little…

With a viral campaign or video in

email…

We love to fantasize

about event triggered

campaigns

but hardly ever actually execute those

plans…

Let’s look to see what our

customers actually want

and like…

Currently their daily

media consumption

looks as follows…

Source: Nielsen

Newsletters &special offers

50%

Updates from social media

17%

Groups & re-lated info

9%

Shops6%

Real Persons14%

Other email2%

Real spam2%

Source: Microsoft Hotmail.com

and their inbox

looks like this:

They do not just dislike spam,

they hate it…

Source: Microsoft Hotmail.com

Still: 75% of reported spam actually is Grey Mail…

Real SpamUnsollicited

Fraudulous sourceIllegal content

About 2% reaches inbox

Grey MailIndirect/soft opt-in

Reliable source, possible to opt-outValuable content

80% reaches inbox

VS

Who isn’t sending

grey mail? Please raise your hand!

So, what do customers like?

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?

Nice example of innovative

use of content

But there is more to

relevance: timing!

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?

Nice example of good timing

Content and timing

relevancy combined, make for a

powerful mix!

What new developments

can help us with sending

more relevant newsletters?

First, let’s look at what already exists:1. Event triggered2. Behavioural

targeting3. Dynamic content4. Preferences5. EmailVideo

Who is applying

two or more of these tactics?

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

- 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.

PersuasionAPI by Science Rockstars!

PersuasionAPI by Science Rockstars!

• For sending a reminder 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

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

With nieuwsbrief.nl you’ll know exactly what

your reader Likes and Loves

You’ll also get excellent

deliverabilityand perfect data

quality

What do you think? Which new

development will help you

most?

So how will all this

help YOU?

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

How do you measure relevance?

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

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!

Do it good and you’ll be able to amaze your

audience!

Your newsletter on nieuwsbrief.nl? Give me your business card or drop me an

email: erwin@22times.com