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Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.
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Copernica @ TFM&A 2011 - Dialogue Marketing that improves conversion.

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Copernica's Walter van der Scheer presented 'Dialogue Marketing that improves conversion. Instantly!' at TFM&A 2011. Based on several cases the presentation covers 5 tips on how to improve conversion …

Copernica's Walter van der Scheer presented 'Dialogue Marketing that improves conversion. Instantly!' at TFM&A 2011. Based on several cases the presentation covers 5 tips on how to improve conversion using dialogue marketing.

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  • Benoemen dat alle partners vandaag Copernica expert zijn
  • Benoemen dat alle partners vandaag Copernica expert zijn
  • Transcript

    • 1. www.copernica.com Dialogue marketing that improves conversion. Instantly! Walter van der Scheer @wvanderscheer March 2nd, 2011
    • 2. www.copernica.com Leading software for e-mail marketing, landing pages, mobile &amp; automated campaigns Copernica Marketing Software <ul><li>Powerful e-mail marketing </li></ul><ul><li>Elaborate campaign statistics </li></ul><ul><li>Customer life cycle campaigns </li></ul><ul><li>High e-mail deliverability and spam checking </li></ul><ul><li>Dynamic content in mailings </li></ul><ul><li>Split-run testing (A/B ) </li></ul>
    • 3. Topics <ul><li>E-mail marketing trends </li></ul><ul><li>Ready-to-use tips </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><li>Customer life cycle </li></ul></ul><ul><ul><li>Optimizing </li></ul></ul><ul><ul><li>Mobile </li></ul></ul>www.copernica.com These tips in your inbox? tfma.copernica.com
    • 4. Conversion www.copernica.com These tips in your inbox? tfma.copernica.com
    • 5. “ We don’t want customers, we want fans!” Frits van Eerd, CEO of Jumbo supermarkets and CEO of the year 2010 www.copernica.com Succes == Customer focus == Dialogue ENGAGEMENT These tips in your inbox? tfma.copernica.com
    • 6. Trends in e-mail marketing Intelligent &amp; social inboxes www.copernica.com <ul><li>Hotmail Sweep &amp; Active Views </li></ul><ul><li>Gmail Priority Inbox </li></ul><ul><li>Facebook Messages </li></ul><ul><li>Relevancy is essential! </li></ul>These tips in your inbox? tfma.copernica.com
    • 7. www.copernica.com Trends in e-mail marketing Effect of the economic situation These tips in your inbox? tfma.copernica.com
    • 8. www.copernica.com Trends in e-mail marketing It’s all in the mix These tips in your inbox? tfma.copernica.com
    • 9. Trends in e-mail marketing Small investment, maximum ROI These tips in your inbox? tfma.copernica.com
    • 10. 1. Relevancy www.copernica.com These tips in your inbox? tfma.copernica.com 56 % of all companies point delivery of relevant content to customers (both B2B &amp; B2C) out as this years challenge. MarketingSherpa (2010)
    • 11. www.copernica.com Source: e-Dialog Centre for Digital Marketing Excellence 1. Relevancy These tips in your inbox? tfma.copernica.com
    • 12. www.copernica.com 1. Relevancy These tips in your inbox? tfma.copernica.com
    • 13. <ul><li>Harvest data </li></ul><ul><ul><li>Preferences </li></ul></ul><ul><ul><li>Order history </li></ul></ul><ul><ul><li>Campaign results </li></ul></ul><ul><li>Integrate Google Analytics </li></ul><ul><li>Enrich profiles </li></ul><ul><li>Add dynamic content </li></ul>www.copernica.com 1. Relevancy Listen! These tips in your inbox? tfma.copernica.com
    • 14. www.copernica.com Share-to-Social 2. Social media These tips in your inbox? tfma.copernica.com
    • 15. www.copernica.com 2. Social media Share-to-Social These tips in your inbox? tfma.copernica.com
    • 16. <ul><li>Extends the reach of your campaign </li></ul><ul><li>Creates brand awareness </li></ul><ul><li>Increases site traffic </li></ul><ul><li>Provides insights in influentials </li></ul>www.copernica.com Share-to-Social 2. Social media These tips in your inbox? tfma.copernica.com
    • 17. 2. Social media Further integration <ul><li>Website – social shopping </li></ul><ul><li>E-mail signature </li></ul><ul><ul><li>Corporate branding </li></ul></ul><ul><ul><li>Personal branding </li></ul></ul>www.copernica.com These tips in your inbox? tfma.copernica.com
    • 18. 3. Customer life cycle Power to the customer! <ul><li>Manage data </li></ul><ul><li>Preference centre </li></ul><ul><li>‘ My-community’ </li></ul>These tips in your inbox? tfma.copernica.com
    • 19. <ul><li>Event driven e-mail </li></ul><ul><ul><li>Right timing </li></ul></ul><ul><ul><li>Personal touch </li></ul></ul><ul><ul><li>Relevant content </li></ul></ul><ul><ul><li>Improves CTR up to 400%! </li></ul></ul>www.copernica.com 3. Customer life cycle Marketing automation 1/3 These tips in your inbox? tfma.copernica.com
    • 20. www.copernica.com <ul><li>Re-targeting </li></ul><ul><ul><li>Abandoned shopping carts </li></ul></ul><ul><ul><li>Winback (The untouchables) </li></ul></ul><ul><li>Cross &amp; upsell </li></ul>3. Customer life cycle Marketing automation 2/3 These tips in your inbox? tfma.copernica.com
    • 21. <ul><li>Birthday (The usual suspect) </li></ul><ul><li>End-of-Guarantee </li></ul><ul><li>Retention </li></ul><ul><li>Check-up reminder </li></ul>www.copernica.com 3. Customer life cycle Marketing automation 3/3 These tips in your inbox? tfma.copernica.com
    • 22. 4. Optimization Testing is just a means to reach your goal. Sounds easy, doesn’t it? www.copernica.com These tips in your inbox? tfma.copernica.com
    • 23. www.copernica.com <ul><ul><li>Define your KPI </li></ul></ul><ul><ul><li>Automate the rest </li></ul></ul>4. Optimization A/B Testing These tips in your inbox? tfma.copernica.com
    • 24. Type of test: abandoned shopping cart e-mail, call-to-action ‘ click here to see your movies’ vs. ‘save 5 dollars on your order’ ‘ Save’ : 36% more orders &amp; 59% more products sold per order ‘ Your Movies’: 2% more clicks www.copernica.com 4. Optimization A/B Testing These tips in your inbox? tfma.copernica.com
    • 25. € 5,- coupon € 10,- coupon Downloads: 2379 Scanned in store:1329 (56%) Downloads: 2019 Scanned in store: 1237 (61%) www.copernica.com 4. Optimization A/B Testing These tips in your inbox? tfma.copernica.com
    • 26. Source: MarketingSherpa 2009 4. Optimization A/B Testing These tips in your inbox? tfma.copernica.com
    • 27. <ul><ul><ul><li>SPF </li></ul></ul></ul><ul><ul><ul><li>SenderID </li></ul></ul></ul><ul><ul><ul><li>DKIM </li></ul></ul></ul><ul><ul><ul><li>HTML check </li></ul></ul></ul><ul><ul><ul><li>SPAM check </li></ul></ul></ul><ul><ul><ul><li>Blacklisting </li></ul></ul></ul><ul><ul><ul><li>Renderability </li></ul></ul></ul>www.copernica.com 4. Optimization Deliverability These tips in your inbox? tfma.copernica.com
    • 28. 5. Mobile <ul><ul><ul><li>Some figures on mobile: </li></ul></ul></ul><ul><ul><li>40% of consumers with access to mobile internet first look for information on mobile before searching on PC </li></ul></ul><ul><ul><li>41% of time spent on mobile internet is focused on e-mail </li></ul></ul><ul><ul><li>Every month: 50.000 extra consumers online via mobile </li></ul></ul>These tips in your inbox? tfma.copernica.com
    • 29. 5. Mobile Challenges 2011 <ul><ul><li>Edit and optimize for mobile devices (website, e-mails, apps) </li></ul></ul><ul><ul><li>68% of companies doesn’t use a mobile version of their website </li></ul></ul><ul><ul><li>Automated campaigns (cross-channel) </li></ul></ul><ul><ul><li>Development of mobile applications linked to central database </li></ul></ul>These tips in your inbox? tfma.copernica.com
    • 30. www.copernica.com <ul><li>Be relevant! </li></ul><ul><li>Integrate social </li></ul><ul><li>Harvest data </li></ul><ul><li>Improve by testing every single touchpoint </li></ul><ul><li>Optimize your campaign for every device </li></ul>Wrap-up These tips in your inbox? tfma.copernica.com
    • 31. www.copernica.com Leading software for e-mail marketing, landing pages, mobile &amp; automated campaigns Copernica Marketing Software <ul><li>Powerful e-mail marketing </li></ul><ul><li>Elaborate campaign statistics </li></ul><ul><li>Customer life cycle campaigns </li></ul><ul><li>High e-mail deliverability and spam checking </li></ul><ul><li>Dynamic content in mailings </li></ul><ul><li>Split-run testing (A/B ) </li></ul>Plugins available for: These tips in your inbox? tfma.copernica.com
    • 32. www.copernica.com Walter van der Scheer Sales manager T: +31 (0)23 – 75 10 500 E: walter.vanderscheer@copernica.com http://www.linkedin.com/in/waltervanderscheer @wvanderscheer Question? Leave your business card &amp; you will be the first to receive the presentation , our exclusive whitepaper on optimizing your marketing campaigns + an offer to start testing with Copernica! These tips in your inbox? tfma.copernica.com

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