This is the presentation I gave on the Email Marketing Forum in Brussels on the 30/11/13. I covers three usage of data in your email campaigns, and shows an easy and free solution to validate that the people that replied to your email are a representative panel of the belgian population.

1. EMAIL MARKETING FORUM
WHAT CAN DATA TEACH YOU ABOUT YOUR
EMAIL CAMPAIGNS?
#EMForum
@BisnodeBelgium

2. DATA
EMAIL
The Theory
3 Ways To Use
Data
The Practice
The Generali Case
Profile Insights
FLORENT DIVERCHY
DIGITAL BUSINESS CONSULTANT
BISNODE
@THEFRENCHFLO
Florent.Diverchy@bisnode.com

3. DATA
EMAIL
DATA & EMAIL

4. DATA
EMAIL
TARGETING

5. DATA
EMAIL
BUSINESS INTELLIGENCE

6. DATA
EMAIL
CAMPAIGN VALIDATION

7. DATA
EMAIL
CAMPAIGN VALIDATION

8. THE CASE GENERALI
Consumer Survey
Insurance Behavior
Input Strategy 2014
Validation Score Models

9. THE CONSTRAINTS
2.000 forms
Honest answers
Representative sample
of the Belgian population

10. Constraint 1
2.000 FORMS
KPI Bank & Insurance Prospection
Open Rate
15,93%
Click/Open Rate 13,97%
CTR
2,23%
Estimate: 50% forms filled
2.000 answers
= 4.000 visits
= 14.316 openers
= 89.870 sent
3.882 answers
= 5.025 visits
= 16.760 openers
= 57.632 sent
Effective: 77.25% forms filled
Generali Survey
Open Rate
29,08%
Click/Open Rate 30,21%
CTR
8,71%

11. Constraint 2
HONEST ANSWERS
Cross Questions

12. Constraint 2
HONEST ANSWERS
Cross Questions
Patterns

13. Constraint 2
HONEST ANSWERS
Cross Questions
Patterns
Fill In Time
113 forms rejected
On 3882 (2,91%)
Rejected

14. Constraint 3
CAMPAIGN VALIDATION
Profile Insight Online
www.bisnode.be
 Online Services
Self-Service
FREE

15. PROFILE INSIGHT

16. WHO REPLIED?

17. ARE THEY REPRESENTATIVE?

18. EXAMPLE - AGE

19. EXAMPLE - AGE
X 2.000
240
160
160
160
180
180
180
160
140
120
100
80
120
Age
We need more:
18-25:
87
76-80:
74
81-99: 120

20. MISSING POPULATIONS
18-25:
76-80:
81-99:
Age
87
74
120
Presence of Garden
10-15%:
7
16-19%:
2
Presence of Home
Owners
00-05%:
6
10-15%:
4
16-19%:
8
20-25%:
11
26-29%:
11
Median Income
0-14.500€: 29
Province
Ok
Presence of
Unemployed
30-35%: 1
36-39%: 7
Gender
Ok
Presence of Highly
Educated People
Ok
Language
Ok

21. SECOND WAVE
18-25:
76-80:
81-99:
Age
87  111
74  60
120  0
Presence of Garden
10-15%:
7 14
16-19%:
2 5
Presence of Home
Owners
00-05%:
6  12
10-15%:
4 6
16-19%:
8  11
20-25%:
11  12
26-29%:
11  14
Median Income
0-14.500€: 29  37
Province
Ok
Presence of
Unemployed
30-35%: 1  3
36-39%: 7  10
Based on Missing Profiles
345 new respondants
Gender
Ok
Presence of Highly
Educated People
Ok
Language
Ok

22. FROM RESULTS
TO BUSINESS INTELLIGENCE
TO STRATEGY!

23. CONCLUSION
Profile Insight Online
www.bisnode.be
 Online Services
DATA
EMAIL
Self-Service
Target
Analyze
FREE
Validate
Strategy
Impact
On
KPI
ROI
Test it
Ask me!
FLORENT DIVERCHY
DIGITAL BUSINESS CONSULTANT
BISNODE
@THEFRENCHFLO
Florent.Diverchy@bisnode.com

24. QUESTIONS ?
24