Customer Experiences Online Marketing
Personalization leads to growth
Initially Land Greenparks started using one of their newsletter templates for different countries and different target groups. Later on these templates have been made fully dynamic to get a better insight in the customer’s needs in the different countries and under the different target groups. These fully personalized mailings have lead directly to additional sales. In 2004 Landal became part of the American Wyndham organisation what has lead to an expansion of the different portals for whole Europe.
Starters
De Natuurwinkel Organisatie (NWO) recently started with marketing activities in co-operation with E-Village and their ICT-supplier. The primary goal was to "save on printing materials for consumers and to move to online communication", E-Village supported NWO on technical as well as on conceptual level. E-mails are initially static, but will become fully dynamic in a later stage. So completely adapted to the customer's profile.
Database expansion
Besides increasing loyalty and cost savings, Transavia wanted to expand their database significantly. Also by starting a viral marketing game, Transavia have gained spectacular results: more than 300.000 new members have been added to the database. With this, and other activities, Transavia won the E-Mail Marketing Award 2004. Recently they won the E-Mail Marketing Award 2007 for their campaign
"Your picture on our airplane".
Database enrichment
By using several connected channels in a smart way, the mobile operator accomplished a fantastic result with their enrichment campaign. To find out where the - till then unknown – prepaid customer group was existing of, the mobile operator asked them to leave their relevant details online. The reward for this action was a phone balance that could be activated with an unique code.
Optimize conversion
By using dynamic content also, bol.com succeeded in optimizing the conversion of their newsletters. With collected variables and datamine techniques, bol.com offers now tailor-made content. Besides the dynamic e-zines they also send on a regular basis, special offers by e-mail. Feedback is realized by online surveys. With their digimagazine BOMVOL they won this year the E-Mail Marketing Award 2007.
Cross selling
After the electronic reservation, the customer receives a confirmation by mail. This dynamic composed mail consists of data like date of arrival, departure, reservation number etc. Also information in relation to the destination will be given like hotel information, local car rental possibilities en language trainings.
Loyalty
Shell uses the web application E-Messenger for several loyalty programs in 11 European countries. One of the programs is ShellChallenge, where customers criticize fuel stations on their service level. Reviews will be given via internet and E-Messenger takes care of the online communication process. In the meantime ShellChallenge has proven itself and is used in different European countries by now.