This is the presentation of the Golden email marketing award in 2009 I won together with KLM and CloseContact

1. KLM BlueBiz life cycle 2.0 September 10 th 2009 from e-mail contacts to valuable relationships

3. Even voorstellen… Annemieke Bossen Hans Meijer Michael Straathof KLM Royal Dutch Airlines CloseContact MichaelStraathof.com

6. The communication itself was the same for everybody though…

7. Goals 2008-2009

8. BlueBiz life cycle strategy

9. Audience Traveler/booker Travel agency (secondary) Secretary/office manager Travel manager Secretary/office manager

11. BlueBiz life cycle 2.0 Strategy 1 2 3 4 More contextual communication through profiling More relevant communication through behavioral segmentation More dialogue oriented through interaction More value oriented communication through personal service campaigns

13. BlueBiz life cycle 2.0 Welcome Fast track Non-actives Ready to burn Profile check Anniversary Enrolment 2 nd Online Credit Statements / Seasonal events BlueBiz monitor New Contact person Birthday Personal Bluebook BlueBiz Break Company behavior cycle Personal relationship cycle

14. Examples

15. BlueBiz - Birthday the ‘make your own choice’ campaign

16. BlueBiz - Birthday the ‘make your own choice’ campaign

18. BlueBiz - Non actives the ‘sandwich’ campaign

20. BlueBiz - Non actives the ‘sandwich’ campaign

22. The overall effects…

24. > 80% of the BlueBiz members would recommend KLM

25. BlueBiz increases intention to recommend KLM

26. Benchmark by eVillage

28. Marketing results

30. Budget 01/05/2008 – 01/05/2009 Per country, with 63 countries and 11 languages (NL, UK, DE, IT, ES, FR, RU, CN sim, CN tra, JP, KR) € 2.777,78 € 4,86 / member with 36.000 members

33. KLM Royal Dutch Airlines - Annemieke Bossen [email_address] www.klm.com +31 (0)610 627 959 CloseContact - Hans Meijer hans@closecontact.nl www.closecontact.nl +31 (0)654 784 986 MichaelStraathof.com - Michael Straathof [email_address] www.michaelstraathof.com +31 (0)652 190 428