from massmailing to storytelling
TRANSCRIPT
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
Mass Mailing Irritates
StorytellingConverts
Did this story convert you?