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 ja@nine.com 0 0

Name Email Shoes Sports

Janine ja@nine.com +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 ja@nine.com 26 22 12

Name Email Shoes Fashion Sports

John john@doe.com 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?