5 Essentials to build strong and impactful emails

5 Essentials to build strong and impactful emails

The common thought about email marketing is that it always annoys people, and that it does not bring any great results to the company sending those emails. If we focus on the number shared by The DMA (UK) LTD 2018 in their paper called “MARKETER EMAIL TRACKER 2018” we can obviously understand the power of email marketing with its potential return on investment. In fact, their studies showed that for “1£ spent, the estimated average return on investment is £32.28”. However, if emails are well built, it will, for sure, bring a lot of value on your business. So here are 5 tips for you to bring value to your emails … and to your business!

Tip n°1 : Impactful subject line

With the name of the sender, the subject line will be the first thing people will see when receiving your email. It is key to attract people’s attention so they will open it. Do not make it too long because there is a limited number of characters for people to see in the preview of the email and it changes from desktop to mobile and also from an email provider to another. However, you can also play with it by, for example, start a sentence where people will want to know what is the end of the sentence, and the rest of the sentence is only viewable with the opened email. Make people curious about your email, the more curious they will be the more chance you will have to have a high open rate.

Tip n °2: A clear message

We know you have a lot to say to your customers, however, be careful not to lose their attention. In fact, if you are talking about too many subjects and too many different products in your email, you are going to make people feel overwhelmed by all the information you are sending. In each of your emails, try to focus on around 3 main information to focus on. Create different sections in your email for people to have a clear view of the different topics.

Tip n °3: Put some call-to-action

Sending information to your customers is great, nonetheless, to bring value to your business, you must lead your customers to your website. So, redirect people to specific pages of your website depending on what you are showing in your email. It could be product pages, section pages, articles or also informational pages.

Tip n °’4: Try to step into your customers’ shoes

Before being an email builder, you are a customer who receives tonnes of emails every day. There are things you really dislike in some brands’ newsletters? Write it down, and make a list of all the things you do not like about emails you receive as a customer. If you personally do not like some habit some brands have, it is likely that your own customers will not like it either. So go subscribe to the newsletter of brands you like, or which are known to send great emails, or even those of your competitors! Having a good vision of emailing trends can help you a lot in building yours. The idea is not to copy the ones of the others but to understand the trends to be able to become a proper email expert.

Tip n °5: Send your emails to the right people

Your emails must be sent to a specific audience. First, people who gave you to right to send them an email, following the GDPR rules. Then when you have your cleared list of email addresses, you have to section your customers in different audiences. Of course, it does depend on your company and in what you are selling as a product or a service. For example, if you are a company selling beauty products, you might send specific newsletters to men and different ones to women, because they will not have to same needs and wishes concerning beauty products. It will help you to send relevant information for most of your customers and make them feel understood and listened.

Bonus Tip :

« Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. » – Leo Burnett

There are many other tips which could be given to write impactful emails. Any idea of good tips? Please do not hesitate to share your insights on social media!

BIG DATA & CRM : Is Customer Data Plateform the new DMP ?

It’s a question that should have already arouse your interest as a marketer. Why ? These last few months have been fueled by discussions, talks and market moves around that technology stacks called Data Management Platform. There is a shift in the data-driven approach to collect, activate, and analyse data. Have you felt it coming ?
Indeed, lately at the Boston MarTech Conference (2-4th October), the question about « Finding success and efficiency from a centralized customer data center » so in other terms, the « rising of the Customer Data Plateform », has been one of the main focus. It directly relates to the DMP tool which has been mostly used until recently to maximise media audience activation by tracking user navigation. The today’s need is to get an holistic view of the customer in order to drive loyalty and enhance customer lifetime value at a larger scale. The AdTech and MarTech industry’s aim is to gather as qualitative PII and non PII data (Personal Identifiable Data or not) as possible and make a greater use of the DMP. So what about Customer Data Plateform, is it really new ? What has been done so far on the market ?And why as a marketer should I bother reading this whole article ? Well, there is no promises just facts to provide you with a close-up of the major challenges around data management which is impacting the entire digital ecosystem, including you !

A Data-driven perspective…

Let’s get a clear understanding of what a DMP is, its evolutionary applications and the avent of a « Data Customer Plateform » vision.

According to Forrester Research, DMP is a « unified technology plateform that intakes disparate first-, second and third party datasets, provides normalization and segmentation on that data and allows a user to push the resulting segmentation into live interactive channels environment». This technology stack has been used for the past eight years to mine the data originating from Big Data. The flow streams stored is a combination of first party data, the most valuable assets including brand’s audience, media, browsing and mobile data (options, visited pages, clicked on banners,etc.). Second party data concerns partnering agreements and third party data are data collected and sold to other companies for audience targeting.The particularity of the DMP tool is that it gathers mostly non PII information and therefore differs from a data lake technology which is reserved for internal use (example of the Hadoop ecosystem).

In what extend are marketers concerned ?

As a marketer you certainly realize that data is a key financial asset that is at the center of your marketing strategy to get a competitive advance on the market.
Using data management technology has became a standard tool to score in real time users across every channels and touchpoints. In order to leverage your DMP you have to build actionable and valuables segments by collecting behavioral data. Your segment strategies will then serve different purposes : activation of new leads, use of look alike modelling for finding new customers, consolidation of data by user-matching, qualification of cookies and the performing of analytics.
Moreover, accepting to perform peer to peer data sharing with publishers can also contribute to maximise your media strategy targeting more high-end audiences. It will contributes to lower your CPA (marketing sales and costs for acquiring a new customer) which is a key indicator of a successfull marketing campaign.

Issues and challenges around Data Management

According to the study entitled « DMP Europe 2016 » led by Exchange Wire, Weborama and Stratégies, 37% of the companies equipped with a DMP technology complained about the few concrete marketing activation possibilities (sending emails, custom contents). The DMP tool is rather under-used because at its origins it was created to monetize data through programmatic display buying. Thus, people are undervaluing its scope of application. Moreover, the Converteo study highlights the fact that in France, the use of DMP is not totally common among companies.
Another issue about DMP concerns its scaling limits : if the plateform does not drives enough media buying volume, the DMP is not a « good value for money ».

The avent of the Customer Data Plateform vision

That is why there is a shift today on the market because agencies and brands want to fully embrace a data-driven strategy and converged toward a single plateform that integrate solutions : DMP behavior data with CRM data. They are building what we call « Consumer data Plateform » which is a unique solution relying on a single identifier for each customer to operate on a larger scale. The marketing Analyst David Raab introduced this trending acronym «Customer Data Plateform » back in 2013 to explain the need of global companies to link big data and data insights. The Customer Data Plateform is similar to marketing hubs and designed to centralize and store all type of customer’s data contrary to DMP solutions whose Data stored (First, second and third party data) is anonymous. According to Cyril Fekete, consulting director at a french specialist called Artefact, CDP corresponds to the following formula : « CDP = DMP + CRM + data lake ».

A broad application scope and a promising future

As Emily Macdonald, the head of programmatic at DigitasLBi said, there is a « march of martech » where big players in Saas are moving and acquiring DMP, CRM and automated marketing solutions : Salesforces with Krux DMP, Oracle with the Eloqua Marketing Solution or Adobe with the Neolane CRM tool (look here at the Gartner’s 2017 Magic Quadrant For Digital Marketing Hubs).
On the French market, different companies such as the Eularian or Makazi startups have already broaden the applications scope of the DMP with the activation of browsing information through emailing.
Another reason for using such technology stacks is that marketers and data owners want to better deep dive into data to get greater return on assets. They want to trigger purchases and increasing retention among their targeted audience by enhancing their customer knowledge.
However, it also means that data owners want to have a better control of their own data to optimize their marketing ROI and manage price setting with publishers and other ad tech players partners. In fact, their is a need for transparency around the use of data (what is shared) and its business model (fixed price, CPM,…) as in the past there were no clear rules (cf. AdExchanger article) and there is always a privacy risks around hijacked cookies.

But what about the impact of the GDPR’S Directive ?

All theses changes and need of transparency are linked to the General Data Protection Directive and Eprivacy Regulation that are coming into play in May 2018. They are going to sweep off the opaque layer of privacy and impose rules to protect users from data misuses coming from the entities responsible of personal data collection. The EU Commission wants to end cookies’ headbands displayed each time a user visits a website and replace them by a unique consent given directly through the browser settings. It means that a user can reject all cookies at once. That is why the draft regulation can have a huge negative impact on the advertising industry and might slightly change the game’s rules.

So what’s next ?

Hence, there is a lot going on around Data Management ! The future of marketing stacks includes for sure the Customer Data plateform which is a reflexion encompassing a unified omnichannel vision with on and offline data.  DMP technologies are not finished yet as its applications have not be fully exploited on the market. Furthermore, advanced artificial intelligence, machine learning and cloud computing will play a great role in data provisioning, storing and analytics. So, whatever the name chosen to call your single data platform management, opt for a solution that merges all cross-device and cross-channel customer data and favour the individual’s customer journey. As Paul Graham said, your goal as a marketer is to « make something people want ». Let’s enrich and leverage your data in order to better engage your audience, increase conversion and maximize your customer lifetime value metric.

What is your viewpoint about this topic ? Share your thoughts with us right here .

E-commerce Lead Generation – Here are the steps!

The term lead is often used in a B2B context but throughout this article we will discuss the B2C sector. First things first, we need to differentiate a lead from a client. A lead is a prospect, who has never bought something from the given company before. While a client is a person who already bought something from this company, or a lead who transformed. In other words, a lead is a potential customer. It could be more or less qualified, depending on the information you have collected about your potential customers.

Why should we collect leads?

So collecting leads is basically doing acquisition. And in terms of acquisition, the reasons why an e-commerce website wants to collect leads for its data base could be multiple. And moreover, there are also different techniques for collecting leads. We will develop these two points here under. Lead management practices are often used when the sales process is long and / or complex. And finally, the aim is to turn your prospect into a customer and maybe even better: a regular customer!

Nowadays, companies have to constantly stimulate their prospects and customers with their services and products. A proper data base is a must have for every e-commerce website. Such a base will allows the company to keep in touch with their customers. The needs for collecting leads are different. It happens that companies only want to grow their data base in general. But lead generation techniques are sometimes a cheaper way to expand your base.

In general you get the customers’ contact details when he buys something at your company. It means that you often have already done some marketing actions of any kind (display, ad-words, RTG, voucher, etc.) before he buys. While with lead generation, the prospect hasn’t bought anything yet, but you directly get the lead. Another reason is to increase the volume of your data base when you send newsletters. And last but not least, you can collect leads during the period of lower commercial activity. In this way you will be able to communicate about your best-sellers or other type of offers during the intense period of the year.

How to collect leads?

As explained before, there are different techniques to collect leads. Let’s start with a simple techniques. One of them is the lead generation through emailing and landing page. Specific landing pages have a better conversion rate than classic home pages. Of course in the case of lead generation, your landing page must contain a form with a couple of field where you can get the data (name, gender, age, email, etc.) you want to collect. And please, don’t forget to add a call-to-action button! Then you can launch your emailing campaign and start collecting leads thanks to this landing page.

Another method is the co-registration. We suggest co-registration to a potential prospect, who just completed a form, to register to an extra offer (i.e. an offer from your company). Such a type of registration is often proposed on media websites during the subscription to a newsletter, when people take part into a contest or when you subscribe to a service. The efficiency of this method resides in the dynamic of the subscription and that the fields of the form are already completed – excepted if the company needs more information about the lead. With the co-registration, we consider the lead as “opt-in”. Which means that the prospect gave his/her authorization to receive promotional emails.

A third method is the lead-influence which consists of generating leads with influencers. During such an operation you can push a special offer or a contest. And the prospect will receive the offer or validation to the contest only after he registered. This technic is interesting because most of the time the leads will be pretty qualified. This is a couple of example of lead generation, but there are even more technic.

And then?

Nowadays, most of the companies already have CRM policies. With the prospect you just got it works the same way. In order to add value to your prospect you have to set up a Prospect Relationship Management (PRM) policy. You should do the first marketing action very shortly after the collect of the lead to have a personalised contact with the prospect. At the end, a number of your prospects should become customers to cover the cost of this operation. If you just wait and do nothing with your leads, it would have cost you some money and you will have almost no return on your investment. That’s why you regularly have to get in touch with your prospects and push to them special offers and newsletters.

To sum up, a lead is a prospect for the company. There are many reasons for collecting leads and many ways of doing it. But at the end your prospects will have no value if you don’t do any actions in such a way so that your prospects become your customers.

Why Twitter is key for providing an outstanding customer support…

Why Twitter is key for providing an outstanding customer support…

… and 20 simple tips to use Twitter as customer support in your company.

With more than 650 million users in the world, Twitter has become one of the inescapable social media. It is no coincidence that politicians grabbed the tool for their own communication and promotion.

Because Twitter is a hotbed of customer complaints, concerns, questions, frustrations and ask for help, it is logically a terrific place to give customers an outstanding support, a new way to understand and engage with them. And by doing that, companies can show the world how responsive they are and how customers matter to them.

But, let start from the one who is at the center of our concerns: the customer.

What do customers want?
Customers ask for individualized relation and instantaneousness.

– Customers want to be treated differently from the others.
– Customers do not want to get lost in a complex website to look for any information, document or contact they need.
– Customers do not want to be treated as an open case or a file number, by an anonymous customer support.
– Customers do not want to seek for FAQ anymore, which they maybe wrongly believe they don’t befit their needs.
When available and known, customers get used to ask to the community of users through forum and blogs because they know where the knowledge is, but it’s the consequence of a veritable deficiency from the companies.

Customers don’t accept to wait anymore.
Google and Wikipedia brought instantly knowledge in daily life. Mobile phones allow doing everything at any time.
“You will be called back” is not bearable anymore.
Customers ask for easiness and because time is money, the less time is spent with the company to solve an issue or answer to his question, the better is the experience.

In a nutshell, customers want all and want it now!

And it has always been.
It’s only because tools are now available that customers are more demanding than before.
There is maybe something new: customers want other users to be aware of the issue they are facing.
With social media, customers know that they regain power. They know, probably unconsciously that, by exposing their issue on a public place, they are putting a kind of pressure on company to take care of them.
“Please, take care of me, otherwise…”

Because of those two implicit customer needs, Twitter became more effective than other traditional channels: calls and emails. Long gone are the days when we could send a letter to claims department.

– Individualized.
Twitter allows to personalize the experience, comparable to a face-to-face interaction.

– Instantaneousness.
Twitter allows being fast in responding, the brand is there for people, exactly when they ask for it.

Twitter Customer Support Cisco Twitter Customer Support Salesforce Twitter Customer Support Azure Twitter Customer Support Orange


Others customer-care exemples:


The following are few rules to set-up a customer support Twitter account:

1- Hire and train the right people. Those team members will have to get all the soft skills of a community manager: customer-oriented, curious, stress-resistant, diplomatic, responsive, and adaptable and above all, know the peoples who know.
2- Customer care support should have a specific twitter account created to separate individual issues and the corporate communication. But get sure that both teams remain connected.
3- The name should be meaningful and easy to find, but not too long: each character of the account name will be in deduction of the 140-characters allowed.
4- Personalize the twitter bio to give your company a more human face. You can also add pictures of the team.

Twitter Customer Support OVH


5- End the tweets with your name, it makes the brand approachable.
6- Use DM (direct messages) when the topic become more personal, but make all people aware that you did so.

Twitter Customer Support Nest DM


7- Answer to your entire customers messages, it fosters their likelihood to renew, their likelihood to recommend and their likelihood to buy another product.
8- Of course, answer to people that are not your customer yet. 77% of twitter users get a better image of the brand if they receive an answer to their tweet, fostering the brand loyalty.
9- If not available 24/7, state the opening hours should be stated in the bio.
10- The 140-characters limit should not obliterate the polite form of address in the messages: Hello, thanks, bye.
11- Permanently follow tweets quoting the company and Direct Messages
12- Also follow actions that are in progress internally to be able to give feedback to customer. Build an escalation track with commitments to guarantee short answering time.
13- Publish proactive tweets, in case of temporary degradation of service for example. It prevent for massive customer complaints.

Twitter Customer Support Nest issue

14- Promote you Customer support Twitter address in all your contents.
15- Provide links to content by using short-URLs (tiny URL).
16- Take the opportunity of customer questions to write Frequently Asked Questions you will be able to refer to afterwards.
17- Make the team evangelist of the Voice Of Customer. There are so much that the company can learn by listening their customers.
18- Then publicly quote customers who thank you.
19- Suggest customers to follow the corporate twitter account.
20- And finally, invite customers to fill a satisfaction survey…

…for a seamless Digital Customer Experience.

For all those reasons, I embraced the motto written by Auguste Detoeuf in 1930, long time ago before Twitter:

“Take care of non-demanding customers, they make you live.
Take care of demanding customers, they make you progress.”

Feel free to contact me @laurentlnpro

Why Twitter is key for providing an outstanding customer support…

Can Data Onboarding be the key to a 360° marketing strategy?


Data onboarding is a way of gathering different type of datas on the same boat, to be able to have a complete overview of your customer.

How was it then?

Before the Internet existed, marketing campaigns were run in very different ways. The marketing tools were numerous but often inaccurate, and the direct results were not easy to measure. The big difference between now and then, is in the use of the information that is in the brand’s hands, and the time it takes to the advertiser to measure and optimize the impact of its advertising campaigns. Brands have a lot more information at their disposal and they can use it to make a big difference.

For a long time, a brand could only get information on its clients’ behaviour in-store thanks to the fidelity card for example. The direct actions towards those consumers were mailing, emailing or in-store promotions for example. This « offline data » is part of a company’s CRM (Consumer Relationship Management) and is proprietary data, which means that this is an information that is free and coming from direct clients’ interactions with the brand.


Go further with digital

With the rise of digital, the advertising world has completely changed. The company now has more precise information on its users and consumers thanks to what we call first, second and third party data.

First Party Data

A brand can now easily gather proprietary online data: the consumers’ behaviour on the brand’s website, the time spent on each page, the articles they have been looking at, at what point it left the website and so on. That cookie-based data, or first party data, is basically the information about your already-existing users and consumers and is considered as extremely qualified information as you know this person is interested in your products. This data is thus very useful for brands’ advertising campaign through retargeting with personalized recommendations, there are so many different ways marketers can use it.

Second Party Data

To enrich its client knowledge and reach potential new clients, a company can also buy another company’s first party data: the second party data can be seen as a complementary partnership. For example, as Danone does not have an e-commerce website, it decided to get second party data from Carrefour. This partnership with this e-commerce retailer allows Danone to get information about the users that bought Danone’s products on Carrefour’s website. Danone can also know what other products they have purchased or seen, and thus can adapt its message in further marketing campaign, push one product more than another to a particular audience, etc.

Third Party Data

It is also now possible to buy data from a data provider: you would like to reach a very particular audience (males from 25-49 that like fishing in rivers for instance), it is possible with what we call third party data. But everyone has access to this data, so it is considered as less qualified information.


The important thing in a marketing strategy now, is to address the right message to the right person at the right moment. An ad that is effective is a relevant ad. According to survey conducted by Yahoo! and Interscope Research in 2014 « People spend 25% more time fixating on ads that are personally relevant to them versus those that are not ».

People would think that all the online information gathered here and there could help find the right message. It is true, however, as said Bob Intarakumhang, senior manager for digital analytics at Allstate, “relying purely on an online signal to inform how (…) marketing efforts are driving business for [a company] is a very incomplete picture”. In response to this insight, the solution is called Data On-Boarding.


How does Data Onboarding work?offline to online data

Data on-boarding is a way to gather and match all online data (first, second and third party) to offline data that a brand holds. In the process of on-boarding the offline data, there is an anonymizing process that removes all personal identifiable information (PII). This allows brands to get closer to their consumers, in real-time with a more than ever client-based marketing strategy. The brand can recognize a client from the moment of research online, to the purchase moment and back to the website to leave a review for example.

The technology of data on-boarding actors can now follow the entire consumer journey, including the Zero Moment Of Truth.


Key for a 360° marketing strategy

Knowing your client is now the best way to increase your ROI as you can directly address the right person with the right message. Thus, activating offline data digitally allows marketers to have a holistic view of their customers which will allow them to take smarter marketing decisions, less silo-ed and more user-centric.