Marketing & E-commerce | idéelisation

Le processus de désabonnement de la newsletter easyJet est compliqué, autrement dit, easyJet fait tout pour empêcher ton départ. Une chose bizarre: le mot NEWSLETTER n’apparaît même pas dans le processus de désabonnement entier!

1. Identification demandée. Voici la landing page si l’on clique sur DESABONNER de la newsletter. Il faut s’indentifier pour être désabonné, loin d’un-click-désincription suivi d’un formulaire de raisons de départ.

2. Le wording est très flou. Voilà, on est identifié, quoi? Il n’y a même pas de choix pour la newsletter. Attends, tout en bas, “préférences de contact” me paraît ce que je cherche.

3. Blablabla. “Désincription de la newsletter” suffit pour résumer ce que ces 2 paragraphes veulent s’exprimer.

Vu que la simplicité de la désinscription aide à augmenter la satisfaction de clients, le choix d’easyJet n’est pas sage.

[UPDATE] Après mon désabonnement, j’ai reçu encore une ecard sonore, OMG! BASTA!

Finalement, un conseil pour le choix de numéro de téléphone, il faut mettre en avant la phrase soulignée en rouge, puis lister les cas possibles de contact.

What’s your opinion?

Pour le marketing multi-canal ou cross-canal, identifier le canal de la clientèle, et puis adopter la stratégie correspondante est essentiel. Certaines entreprises (comme Walmart) ont choisi de rediriger les Facebook fans, via un lien raccourci, vers une page du site, que ce soit SAV, Returning Pocily, etc. En revanche, ideeli a choisi de réserver une adresse email pour ses Facebook fans. Les avantages sont two-way:

• Pour les fans – le feeling d’être privilégié, un canal de communication directe avec la marque
• Pour l’annonceur –  un message de bienvue, une attitude d’écoute, plus de transparence, sincérité.

Quel est votre avis?

Well, I’m a heavy user of Groupon, here are my suggestion for this famous group buying site. Besides the problem of call to action button and cities’ list, the Facebook sharing function is not that perfect, neither. Every time, when I’d like to share a deal of Groupon on Facebook, I failed, because the description of the mentionned deal is not complete. So I have to add the remaining part by myself. Look at the following example:

Result: you can’t even see the percentage of discount, which is most interesting part for this site !

How can we make appear the price and deep discount percentage appear?

SOLUTION:

1. Make the description shorter

2. Put the number at the beginning part

What do you think?

Well, when I was eating on-the-go on Friday, this juggler @Bouvelard Saint-Denis has attracted all my attention.

Here is the video:

Here are your takeaways:

• He chooses the place – It’s absolutely not a coincidence that this 20-second-green-light-and-45-second-red-light trafic stop has been chosen radomly. What’s more, there is not so many passengers on the zebra crossing, so his show will not be disturbed.
• He begins by welcoming – to make a complete show, like to say: Hey, I’m going to market you.
• He konws the trafic light interval – so he can control the rhythm of his show. In addition, his audience, willing or not, has to make a decision in 45 seconds, that’s an Impulsive Buying.
• He controls the show time – to make sur he has enough time to receive his gains.
• He doesn’t perform at every stop – he did estimate and choose the quality of his audience, in order not to make a no-return show.
• He practises – whenever it’s green light, he prectises! And practice makes perfect !
• He gets a Hat – instead of other recipient. That’s easier to hold the money along the fast-moving cars.
• He gets the MONEY! –   That’s THE most important thing. Well, let’s make an assumption that he gets at least €1 per performance, and he repeats that 100 times a day, that will bring him €3,000 a month, Hourrey!

BONUS:

A similar campaign from Movistar Peru.

What do you think?

MarketingExperiments is one of my favourite marketing sources. Besides its precious and priceless research reports, its subscription form is effective, too. Here’s the take-away.

1. It’s FREE
2. 4 advantages for subscribers
3. A just 2-line subscription form
4. Privacy policy
5. Selected testimonials on the right
6. Other testimonials with the key words/expressions on bold

7. A channel on Scribd with Quarterly Research Journal
8. Printer-friendly PDF
9. Smartphone version – iPhone, iPad, Android
10. Cross-view of the past issues

Are you convinced by this form of subscription?