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Transcript

BEING AUTONOMOUS ON NP6

Session 1/4 remote

BEING AUTONOMOUS ON NP6

4 sessions REMOTELY

#1 : configure its account
#2 : import and segment
#3 : create and personalize a NP6' template
#4 : create and configure a NP6 email campaign

A training that mix good practices and NP6 handling

BEING AUTONOMOUS on NP6

SESSION 1 PROGRAM

• Round table - 20 min
• NP6 CM Global presentation – 10 min
• Challenges of the email channel – 20 min
• Quizz - 10 min
• Understand the field of the data structure – 30 min
• Pratical application – Fields creation – 25 min
• Key points to remember – 5 min

ROUND TABLE

  • Position, missions.
  • Why do you need to send emaing? To whom?
  • Familiarity with NP6 CM or any similar tool
  • Training expectation

NP6 CM Presentation

  • Connect to cm.np6.com

Challenges of emailing

channel

SOME key indicators

DMA STUDY (2019)

Reminder :

  • Mobility challenges,
  • Marketing pressure challenges,
  • Personnalization challenge.


"The right content at the right moment"

#1 Collection

  • Date and mode of the collection

  • Collection conformity

Social network

Web site

Partnership

Client registration

On site

Events

  • Clear and understandable subject during the registration,
  • Registration content,
  • Collect only needed data,
  • Legal notices clearly accessibles,
  • No checkboxes checked by default,
  • No additionnal consent by default.


  • Granularity of the subscription (profile management)

#2 segmentation

  • Segmentation depending the profil (preference, sending pace)
  • Segmentation depending selon l'appétence (open rate, click),
  • Segmentation depending reactivity (inactive vs active)

#3 Deliverability

Check your reputation on the Gmail Postmaster Tools

Déliverability :
Email deliverability is the ability to deliver emails to subscribers' inboxes.

  • Monitoring indicators,
  • Monitoring email sender
    reputation.

Content industrialization

Contents strategy :
Industrialize its contents allow to gain reactivity and also keep a consistent editorial and graphic policy.

  • Anticipate your sending planning,
  • Identify your emails type,
  • Create your own template library (list your blocks).

Don't forget to :

#5 cONTENT PERSONALIZATION

Goal:
Personalize the recipient's reading experience according to its profil, its liking, or his behavior, can generate more commitment for your marketing campaign.

  • Images,
  • Texts,
  • Links,
  • Blocks.

The whole email can be personalized:

It depends of the data quantity you have on your targets.

#6 HTML code

Control the length of your email

Standard :
Emailing is a channel that have many standards for an optimal displaying on all the messaging services.

If you don't use the templates suggested by NP6 CM, be sure to use a content which is coded by an email expert integrator.

  • HTML version,
  • Text version,
  • AMP version (new !)

An email have, at least, two versions :

#7 Mobility

of frenchs read their email on their phones.

58%

https://www.sncd.org

The arrival of the Z generation (born after 1997), which is mobile only, will generate a growth of this trend.

An optimal reading experience on desktop and phone

#8 test !

  • It exists some tools allowing you to made your rendering tests easier (Litmus on NP6).
  • Check what are the most used devices/messaging services by your targets and focus them.

Any questions?

QUIZZ !

Go on menti.com

FIELDS OF the DATA STRUCTURE

  • Connect on cm.np6.com
  • Gestion des données >> Structure fiche.
  • Fields presentation of the data structure,
  • Everyone share its screen and create a field

Reminder

  • Anticipate your data collection:
    • How ?
    • What format ?
    • Which data ?

  • Anticipate the sending program for the whole year:
    • Keep your promise,
    • Marketing pressure,
    • Personalization.

  • Prepare your segmentation criteria
    • CRM profile,
    • Appetency,
    • Reactivity.