Whitepapers

By the end of 2008, KLM launched the ‘Boost Project’, targeted towards the ‘sleeping’ BlueBiz traveler. It turns out that every inactive company still has knowledge and a positive attitude towards the program. The only problem is the behavior. With every booking made by the company, for some reason they were not using their membership, so there were no new flyer points added to their account. The main objective of this award winning campaign: activating at least 10% of the inactive group. Read more »

There are many ways to segment your e-mail database, for example based on style or stage of life, fields of interest or family situation. RFM (Recency, Frequency, Monetary) is a segmentation technique which enables you to send out better-aimed e-mail campaigns, increasing conversion. Read on to find out how this works and to use it in your campaigns. Read more »

In 2009, bol.com was awarded an EMMA for its campaign ‘the world of bol.com’, in which the customer received a virtual tour through the world of bol.com. The tour served two purposes. The first was to have new customers get to know bol.com in a friendly way, and entice them into a followup order. This included receiving the required opt-in, acquire customer information and educate the customer on the operational side and customer support of bol.com. Second goal was to deploy the campaign as retention strategy towards existing customers (reactivation, upsell, gathering customer insights, among others). This meant that 4.5 million customers and 700 thousand prospects received the invitation for the virtual tour. Read more »

The campaign had both qualitative and quantitative objectives. On the qualitative side, Robeco sought to pass on knowledge about the company and at the same time gain knowledge and insights about these leads, in order to communicate more directly in the future. On the quantitative side, Robeco wanted to stimulate at least 10% of the contact group to request more information. Read more »