from massmailing to storytelling

From Mass Mailing

to Storytelling

For years, we relied on stereotypes.

They simplified our work

(and stock photos)

This is how we saw the average Mum.

19%Yet…

This is how we saw clients.

Yet…

This is how we positioned Quick.Yet…

Free WIFI Make the kids happy

Need for Fat! Close to Work

FastCheapTaste

So why using these stereotypes?

ROI optimizationmostly

They stayed relevant

A game changer: Marketing Automation

The last 20%Don’t ruin ROI anymore

More ProfilesMore StoriesMore CampaignsMore Links

For each personthe right story

1- Use the Data(all of it)

sociodemographic

1- Use the Data(all of it)

sociodemographicconsumer journey

1- Use the Data(all of it)

sociodemographicconsumer journeyinterests

1- Use the Data(all of it)

online behavior

sociodemographicconsumer journeyinterests

1- Use the Data(all of it)

motivations / triggers

Value Social+ Social- Change

1- Use the Data(all of it)

motivations / triggersproblems/blockers

Which problem are you trying to solve?

In which way my product offers you a UNIQUE way

to solve this problem?

1- Use the Data(all of it)

motivations / triggersproblems/blockersemotions

Why is this problem important for you?

What scares you?

What gives you a sense of pride?

2- Use Extended Persona

Persona

Woman60+New clientLikes being warmClicks on Promos

2- Use Extended Persona

Psychographic Persona

Likes to feel differentFinds your product elegantDoesn’t want to look old

Women60+New clientLike being warmClick on Promos

Follows recommendationsLikes the quality of your productWants to be comfortable

3- From Mass Mailing Content…

3- …to Relevant Content

3- Content that Converts

4- Context

Home On the road

Back Home In the shop

5- UX: Cross DeviceFor campaigns to convert well, the experience needs to be great across all devices

5- UX: remove pain-points

It is all about the user and his ‘reservoir of goodwill’good design and usability increase the reservoir

6- Automatize & ImproveBring together:• user needs• business objectives• value proposition

Create the ‘story’• collect data• improve UX• reiterate

Continuously!

7- Close the Loop

DATAThe reaction to

your story is also

Opened

Click

Subscribed

Bought

Shared

Reviewed

Progressive Impact Mass Mailing Irritates

StorytellingConverts

RelevanceOpt-Out

Opening

Clicks

Sharing

Opt Ins

Sells

ROI

@thefrenchfloFlorent.diverchy@bisnode.be

marcel.cramer@internetarchitects.be

Mass Mailing Irritates

StorytellingConverts

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