Email marketing for
webshops:
tips & tricks
Copernica Marketing Software
Powerful email marketing
Follow up of abandoned shopping carts
Customer lifecycle campaigns
H...
 Developments in the market
 Tips
 Summary
Program
Developments in the market
Marketing automation
“Using marketing automation we were able to convert 40% of our Marketing
Qualified Leads to Sales Qua...
M-commerce & mobile
Bron: Litmus, 2013
“According to statistics, nearly 48% of all emails are now opened on mobile devices...
M-commerce & mobile
Bron: Litmus, 2013
“In the first half year of 2013, over 2,3 million people purchased an item online u...
Relevance
“Relevant, targeted and personal emails generate up to 18 times more revenu than regular bulk mailings”
Capgemin...
Tips you can apply tomorrow!
Tip 1: Database management
Data is relevance!
Tip 1: Database management
Use 1 centralized database
Extensive possibilities to segment
Selections for each campaign
Cons...
Tip 1: Database management
DATA!
Timely & relevant
communication to
Your visitor
Visitor
Tip 1: Database management
DATA = RELEVANCE = EVENT DRIVEN MARKETING
“Open rates of triggered event driven emails are up t...
Tip 2: Smart use of your data
Segmenting based on different data
Case Agradi.nl
Segmenting & sending specific mails based ...
Tip 2: Smart use of your data
Case: KPN
Customers who contact the
callcenter want to see the
device in the store
How:
Call...
Tip 2: Smart use of your data
Different contact moments within the customer life cycle
What does your customer lifecycle look
like?
Tip 3: Turning a hot lead into a customer
How do I apply this to my webshop?
Visitor comes to your website
Creates an account: +1
Clicks in your welcome mail: +2
Cl...
Do you know how many orders aren’t
completed within your webshop?
Tip 3: Abandoned shopcart campaigns!
“67% of all clients bought a product in a store because of a promotion or action. Of ...
Tip 4: Abandoned shop cart campagnes
Case: Bax-shop.nl
Goal: Converting abandoned
shopcarts
How: Automated email after
aba...
Tip 4: Abandoned shop cart campagnes
Case: Manchester United - Nike
Goal: Converting abandoned
shopcarts
How: Automated em...
Tip 5: Stimulating repeat purchases
Case: IPhone2Day
Doel: Cross- and upsell based
on known customer data
How: Targeted an...
Tip 5: Stimulating repeat purchases
Case: Vliegtickets
Goal: Better results from existing
customers
How: Cross-selling aft...
Tip 6: Reactive sleeping customers!
Case: Kleertjes.com
Goal: Triggering inactive
customers into making a
new purchase
How...
Who’s planning on optimizing their channels for mobile in 2014?
“The number of recipients who open their email on mobile devices will
grow by 28% in 2014 and by 23% in 2015”
The Radicati...
Tip 7: Responsive design!
Responsive design offers an
optimal rendability per client
Sequence
Navigation
Colors
Layout
Image size
Padding
Hiding content
Tip 7: Responsive design
What can you change by using ...
Example Crocs:
Tip 7: Responsive design
Static mobile vs. Desktop mail vs. Responsive
Highest conversion was obtained by u...
Example Crocs:
Tip 7: Responsive design
Desktop mail vs. responsive
Responsive generated
+7,6% CTOR
ROI via responsive was...
Tip 8: Video in email
Mobile email clients support HTML5 better and more often
Promotional emails with video generate 278%...
Tip 8: Video in email
Why?
Original: attracts attention a lot faster
Creates a higher engagement with your brand
Viral asp...
Tip 9: Don’t forget your preheader!
Attract attention in that inbox!
Tip 10: Optimizing deliverability
1 in 5 emails are not delivered
Tip 10: Optimizing deliverability
Taking care of unsubscribers
Helps you maintain good data quality:
Automated process
Lis...
Tip 10: Optimizing deliverability
Email checks before sending
HTML code
Spamrating
Blacklist
Rendering
Summary
twitter.com/Copernica_DE
Copernica BV
T: +49 211 / 417414-0
E: info@copernica.com
W: www.copernica.com
Questions?
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De - Shopware Community day - E-Mailmarketing: tips & tricks

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Am 16. Mai hat Ruben Cooler auf dem Shopware Community Day 2014 in Ahaus eine Präsentation mit 10 Tipps und Tricks für professionelles E-Mail-Marketing für Shopbetreiber und Agenturen gehalten.

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De - Shopware Community day - E-Mailmarketing: tips & tricks

  1. 1. Email marketing for webshops: tips & tricks
  2. 2. Copernica Marketing Software Powerful email marketing Follow up of abandoned shopping carts Customer lifecycle campaigns High email deliverability Several integrations available Split run testing (A/B)
  3. 3.  Developments in the market  Tips  Summary Program
  4. 4. Developments in the market
  5. 5. Marketing automation “Using marketing automation we were able to convert 40% of our Marketing Qualified Leads to Sales Qualified leads in only 4 months time” Jeroen Ederveen, Exact Software
  6. 6. M-commerce & mobile Bron: Litmus, 2013 “According to statistics, nearly 48% of all emails are now opened on mobile devices, 33% on a desktop and 19% in webmail” Litmus - (2013)
  7. 7. M-commerce & mobile Bron: Litmus, 2013 “In the first half year of 2013, over 2,3 million people purchased an item online using a smartphone or tablet. That’s an increase of 53% compared to the second half of 2012” Thuiswinkel.org (2013)
  8. 8. Relevance “Relevant, targeted and personal emails generate up to 18 times more revenu than regular bulk mailings” Capgemini (2012) “45% of questioned organizations said relevance is a key factor when it comes to improving email deliverability” Econsultancy, Email Marketing Industry Census (2013)
  9. 9. Tips you can apply tomorrow!
  10. 10. Tip 1: Database management Data is relevance!
  11. 11. Tip 1: Database management Use 1 centralized database Extensive possibilities to segment Selections for each campaign Constant, automated profile enrichment Mind the quality of your data!
  12. 12. Tip 1: Database management DATA! Timely & relevant communication to Your visitor Visitor
  13. 13. Tip 1: Database management DATA = RELEVANCE = EVENT DRIVEN MARKETING “Open rates of triggered event driven emails are up to 75,1% higher and click through rates are up to 114,8% higher than those of normal emails” Epsilon Email Trends and Benchmarks (2012) “More than 60% of our event driven emails are opened compared to 30% of our regular bulk mailings” Oskar van Straaten, director Agradi.nl
  14. 14. Tip 2: Smart use of your data Segmenting based on different data Case Agradi.nl Segmenting & sending specific mails based on: Actions via Facebook Clicking behaviour Interest of participants/subscribers Results: 6.000 subscriptions Conversion had an increase of 300% for these BUCAS-blankets
  15. 15. Tip 2: Smart use of your data Case: KPN Customers who contact the callcenter want to see the device in the store How: Callcenter employee sends a personalized email with special offer based on conversation and location Results: 28% Click through rate 20% went to store and became customer
  16. 16. Tip 2: Smart use of your data Different contact moments within the customer life cycle
  17. 17. What does your customer lifecycle look like?
  18. 18. Tip 3: Turning a hot lead into a customer
  19. 19. How do I apply this to my webshop? Visitor comes to your website Creates an account: +1 Clicks in your welcome mail: +2 Clicks on an offer: +5 Purchases something: +10 Makes a second purchase: +5 Lead nurturing helps you increase conversion and loyalty Tip 3: Turning a hot lead into a customer
  20. 20. Do you know how many orders aren’t completed within your webshop?
  21. 21. Tip 3: Abandoned shopcart campaigns! “67% of all clients bought a product in a store because of a promotion or action. Of those clients, more than half of them made the purchase due to an email promotion” eMarketer (2013) “Only 8 of the 150 researched webshops sends an abandoned shopcart email” Copernica Marketing Software research (2013)
  22. 22. Tip 4: Abandoned shop cart campagnes Case: Bax-shop.nl Goal: Converting abandoned shopcarts How: Automated email after abandoning shopcart Results: 60% Open rate 34% Click through rate
  23. 23. Tip 4: Abandoned shop cart campagnes Case: Manchester United - Nike Goal: Converting abandoned shopcarts How: Automated email campaign after abandoning shopcarts Results: 15% sales comes from emails 85% increase in conversion via mobile emails Overall sales increased with 20%
  24. 24. Tip 5: Stimulating repeat purchases Case: IPhone2Day Doel: Cross- and upsell based on known customer data How: Targeted and personalized emailings based on customer data Results: 48% Open rate 17% Click through rate 40% more transactions
  25. 25. Tip 5: Stimulating repeat purchases Case: Vliegtickets Goal: Better results from existing customers How: Cross-selling after an online booking Results: Car rental increased by 20% Obtained highest customer satisfaction in the branche: 8,3
  26. 26. Tip 6: Reactive sleeping customers! Case: Kleertjes.com Goal: Triggering inactive customers into making a new purchase How: Personalized email after predetermined amount of time incl. discount Results: 27% Open rate 21% Click through rate
  27. 27. Who’s planning on optimizing their channels for mobile in 2014?
  28. 28. “The number of recipients who open their email on mobile devices will grow by 28% in 2014 and by 23% in 2015” The Radicati Group (2013) “Mobile purchases are affected by email campaigns 71% of the time. Only advice given by friends has a higher rate of influence (87%)” Adobe (2013) Tip 7: Responsive design
  29. 29. Tip 7: Responsive design! Responsive design offers an optimal rendability per client
  30. 30. Sequence Navigation Colors Layout Image size Padding Hiding content Tip 7: Responsive design What can you change by using responsive design?
  31. 31. Example Crocs: Tip 7: Responsive design Static mobile vs. Desktop mail vs. Responsive Highest conversion was obtained by using responsive
  32. 32. Example Crocs: Tip 7: Responsive design Desktop mail vs. responsive Responsive generated +7,6% CTOR ROI via responsive was higher than desktop version Higher engagement by using responsive email
  33. 33. Tip 8: Video in email Mobile email clients support HTML5 better and more often Promotional emails with video generate 278% more ROI than normal promotional emails
  34. 34. Tip 8: Video in email Why? Original: attracts attention a lot faster Creates a higher engagement with your brand Viral aspect Numerous possibilities: How-to’s Product demonstrations Testimonials Etcetera
  35. 35. Tip 9: Don’t forget your preheader! Attract attention in that inbox!
  36. 36. Tip 10: Optimizing deliverability 1 in 5 emails are not delivered
  37. 37. Tip 10: Optimizing deliverability Taking care of unsubscribers Helps you maintain good data quality: Automated process List-unsubscribe header Double opt-out  Unsubscribe me  Do not unsubscribe me  Do not unsubscribe me, change frequency Always offer an opt-out!
  38. 38. Tip 10: Optimizing deliverability Email checks before sending HTML code Spamrating Blacklist Rendering
  39. 39. Summary
  40. 40. twitter.com/Copernica_DE Copernica BV T: +49 211 / 417414-0 E: info@copernica.com W: www.copernica.com Questions?
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