Lifecycle Marketing

REQUEST: Profiling + Email personalization



More details

BRIEF

 

vacature.com (part of Persgroep) is active in one of the most competitive and disruptive industries today: job search. Vacature.com is obliged to differentiate and rethink their approach due to international pressure from LinkedIn, Stepstone and many others, 

Together we mapped a futureproof plan on how to maximize the lifetime value of each and every contact.

 

vacature progress graph

CHALLENGE

  • Loyalty and return visits
    Many users were leaving the service after having found a job. The challenge is to continue being relevant by which they turn into loyal users (and stay in contact!)
  • Segmentation
    At first sight, vacature.com's main target is somebody actively looking for a job. However, there are multiple personas to target differently...
  • Getting more job views and active profiles
    The challenge is to boost job post visibility as a result of upping the qualified website traffic. Direct marketing helps vacature.com in securing the bottomline traffic.
  • Being trustworthy
    Applying the lifetime content plan to direct marketing and linking to other persgroep owned media: social media, partner sites etc…

SOLUTION

vacature.com and R+S agency teamed up in providing personalised Email experiences to prospects in order to remain relevant throughout the full lifecycle. Meaning, we wanted automated lifecycle marketing to people looking-for-a-job ànd people in-between-jobs.

We will reach our different targets with different content to increase the newsletter’s open and engagement rates. According to the clicks of the prospect, we can define which kind of persona he is and send him the right content.

Defining the segments [click their heads on the left]

  • Valentin, the latent seeker who wants to be alerted of special opportunities
  • Maxime, the job seeker who is actively looking to change
  • Sophie, the career seeker who is interested in growing her current job

TECHNOLOGY

Using Selligent, we create consumer-first marketing. This marketing automation software is made for personalizing mass contact communication. We identify segments, taxonomy, scoring models… in the software and the outcome is personalized direct marketing.

 

R+S agency created a dynamic newsletter template in Selligent, conceptualised a scoring model based on the segmentation at vacature.com, and implemented the taxonomy. Doing so, the right articles are now being sent to the right profiles. And we track the evolving needs of our contacts throughout their lifecycle.

 

 

STRATEGY

R+S agency relies on 2 key steps for its strategy: segmentation & data capturing. The segmentation is the definition of different personas likely to be users of vacature.com.

Afterwards, the data capturing will classify contacts in different personas depending on their interests & characteristics. The data is explicitly collected through the golden question. And updated via the clicking behaviour. 

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