From sweepstakes to customer profile

[arzina221]

Translating the lessons of offline to online
"The human brain remains the same, so in principle it should work the same. In the folder, for example, we try to detonate, the offers on the page are not straight in a line but spread out, so that your eyes move over the page. Otherwise, at some point the reader no longer sees the offers and they are filtered.

We also opted for that in the newsletters. They now also seem a bit messy. With a different layout, so that you would think, is that right? But we notice that it works well, measured by the click behavior. The main offer of the mail is as a large banner at the top, that of course also gets the most attention.”


“Most data enrichments come from large campaigns: In the summer we did a sweepstakes. With every transaction you could win a Volkswagen with a scratch card, via a code that you can enter online. That is a very sympathetic campaign, which also generates direct traffic on the shop floor. The perfect campaign to enrich data and immediately collect new opt-in e-mail addresses.
Benefits_cp_2
An e-mail address is nice, but we want to be able to do more with it, gain more insight into the customer. The link between the e-mail address and customer behaviour is therefore very important. With us, that is possible with the discount card; in 60 to 70 percent of the cases an e-mail address is linked to a discount card.

The advantage card: don't make it too complicated
The discount card was introduced in 2005. The first two years were mainly 'construction years', building up scale and learning to work with the new tool that it was at the time. In 2009 I became spain phone data responsible for this. It has now been embedded in all parts of the organisation. The card is most concretely useful for actions and communication. But we also use the data for trend analysis, for example: whether a specific size of a specific range should be available in a DIY store that people in that region are interested in. That sounds very simple, but actually getting it done is still quite complex.

You can do a lot with that data, which is of course fun. But sometimes it is also just a matter of rolling up your sleeves: not making it more complicated than it is. For example, we send a good hook with an offer via e-mail. Then it is more about the offer and the creative content than the technical cleverness behind it. A recipient does not see anything of that.”

My advice is: don't make it too complicated. Make people curious, give the impetus to action, click, print and if possible conversion. Of course, all depending on the objectives."

If you would like to know more about email marketing, please view.