30 minutes of best-practices create a lifetime of effective e-marketing campaignsThursday, October 22ndWalter van der ScheerSales manager

cDialogue marketing: Your challenges

cHow do I create real-time measurable campaigns?Dialogue marketing: Your challenges

cDialogue marketing: Your challenges How do I setup a central marketing database?

cWhich customer touchpoints can I automate?Dialogue marketing: Your challenges

cHow do I target my content for each individual recipient?Dialogue marketing: Your challenges

cHow do I collect data on my relations?Dialogue marketing: Your challenges

ContentsWhat is Copernica Marketing Software? The three steps in creating an effective e-mail marketing campaign

What is Copernica Marketing Software?

The three steps in creating an effective e-mail marketing campaign

What is Copernica Marketing Software? Copernica is the most complete software forcampaignswith:- E-mail- Webpages- Mobile messaging- PDF

Copernica Marketing SoftwareComplete software-as-a-service to execute campaigns yourself E-mail, web, mobile, pdf, surveys Multiple languages: Dutch, English, French Real-time campaign tracking Powerful personalization tools Excellent deliverability 1800+ marketeers / 150+ partners SOAP APISpecial reseller license available

E-mail, web, mobile, pdf, surveys

Multiple languages: Dutch, English, French

Real-time campaign tracking

Powerful personalization tools

Excellent deliverability

1800+ marketeers / 150+ partners

SOAP API

Special reseller license available

To name just a few...

How to create an effective e-mail marketing program?

How to create an effective e-mail marketing program?The three steps Step 1: Database ManagementCreate a centraldatabase Step 2: Document Management Make your newsletter relevant for each & every recipient Step 3: Response ManagementList hygiene & dialogue marketing

Step 1: Database Management

Step 2: Document Management

Step 3: Response Management

Fourdecisionpoints in e-mailingsHow do I optimizemye-mailing? E-mail newslettersgenerate a lot of usefulinformation (ifperformedwell).Informationyoucanuse in follow-up campaigns.Ane-mailing is an instrument, not a goal.(The realworktakesoffaftersending!)

E-mail newslettersgenerate a lot of usefulinformation (ifperformedwell).

Informationyoucanuse in follow-up campaigns.

Ane-mailing is an instrument, not a goal.

Step 1: Database ManagementWho is my target group and do I have valid data?Collectyour data - Link up with other databases - Create subscription opportunities - Offer whitepapers Check your data - Check e-mail addresses - Process opt-out and bounces Enrich your data- Product history - Clicks - Enrich profile web forms - Bounces

Collectyour data

Check your data

Enrich your data

Step 2: Document ManagementHow to send out a relevant e-newsletterinterestingforeachrecipient?

Step 2: Document managementFourdecisionpoints in e-mailings 1: Who'sitfrom? 2: Does the preview appeal to me? 3: Is the content relevant? 4: Do I want to click-through?

1: Who'sitfrom?

2: Does the preview appeal to me?

3: Is the content relevant?

4: Do I want to click-through?

Step 2: Document ManagementStep A: Sender and subject Make use of a real and familiar sender Be consistent so you get recognized Personalize your sender name and subject Make the subject a teaser (“newsletter 68” has no spice, “free” doesn't either) Keep it brief and simple

Make use of a real and familiar sender

Be consistent so you get recognized

Personalize your sender name and subject

Make the subject a teaser (“newsletter 68” has no spice, “free” doesn't either)

Keep it brief and simple

Step 2: Document ManagementStep B: Previewpane

Step 2: Document ManagementStep B: Previewpane Provide a webversion

Provide a webversion

Step 2: Document ManagementStep B: Previewpane Provide a webversion Create a strong header

Provide a webversion

Create a strong header

Step 2: Document ManagementStep B: Previewpane Provide a webversion Create a strong header Personalize your message

Provide a webversion

Create a strong header

Personalize your message

Step 2: Document ManagementStep B: Previewpane Provide a webversion Create a strong header Personalize your message Your intro must be short

Provide a webversion

Create a strong header

Personalize your message

Your intro must be short

Step 2: Document ManagementStep B: Previewpane Provide a webversion Create a strong header Personalize your message Your intro must be short Make use of an index

Provide a webversion

Create a strong header

Personalize your message

Your intro must be short

Make use of an index

Step 2: Document ManagementStep C: Relevant content Adjust your content

Adjust your content

Step 2: Document ManagementStep C: Relevant content Adjust your content Personalize your message

Adjust your content

Personalize your message

Step 2: Document ManagementStep C: Relevant content Adjust your content Personalize your message Create interaction, follow-up actions

Adjust your content

Personalize your message

Create interaction, follow-up actions

Step 2: Document ManagementStep C: Relevant content Adjust your content Personalize your message Create interaction, follow-up actions Make use of external content (HTML of RSS)

Adjust your content

Personalize your message

Create interaction, follow-up actions

Make use of external content

Step 2: Document ManagementStep C: Relevant content Adjust your content Personalize your message Create interaction, follow-up actions Make use of external content (HTML of RSS)

Adjust your content

Personalize your message

Create interaction, follow-up actions

Make use of external content

Step 2: Document ManagementStep C: Relevante content through productfeeds

Step 2: Document ManagementStep D: Clicks Call to action!

Call to action!

Step 2: Document ManagementStep D: Clicks Call to action! Enrich your profiles

Call to action!

Enrich your profiles

Step 2: Document ManagementStap E: Clicks Call to action! Enrich your profiles Personalize as much as possible (Hyperlinks, titles, etc.)Link: Check your offer, PeterPersonal offer for Peter

Call to action!

Enrich your profiles

Personalize as much as possible

Step 2: Document ManagementChecklist A: Optimizesender data, subject B: Utilize the preview screen withclear content, personalization and webversion C: Offer relevant content: articlestuned to the recipient, suitable images D: Generate clicks: Callto action, makeeverything clickableOk. Now you have your document, what’s next?

A: Optimizesender data, subject

B: Utilize the preview screen withclear content, personalization and webversion

C: Offer relevant content: articlestuned to the recipient, suitable images

D: Generate clicks: Callto action, makeeverything clickable

Step 3: Response Management 1/2What is my response?Impressions - Whichrecipient was interested? Clicks - Do the clickersbuy?Filled-outforms - Enrichyour data - Connect to database Orders - Follow-up: questionnaire, cross- and upselling

Impressions

Clicks

Filled-outforms

Orders

Step 3: Response Management 2/2What is my response? Non-response also is response - Right channel? - Whyaren'trecipientsresponding?Bounces - List hygiene - DeliverabilityUnsubscribes: - Why? (Informationnot relevant? Frequency? Wrong channel?)

Non-response also is response

Bounces

Unsubscribes:

ChecklistStep 1, Step 2 & Step 3

Copernica Marketing SoftwareComplete software-as-a-service to execute campaigns yourself E-mail, web, mobile, pdf, surveys Multiple languages: Dutch, English, French Real-time campaign tracking Powerful personalization tools Excellent deliverability 1800+ marketeers / 150+ partners SOAP APISpecial reseller license available

E-mail, web, mobile, pdf, surveys

Multiple languages: Dutch, English, French

Real-time campaign tracking

Powerful personalization tools

Excellent deliverability

1800+ marketeers / 150+ partners

SOAP API

Special reseller license available

License fees (end-user)Online training: € 225,-Get started with our trial period:

Thank you for your timePleaseleaveyourbusinesscard. Tommorowyouwillreceive:1: Presentation "The fourdecisionpointsfore-mailings"2: Threewhitepaperswith practical tips3: A special offerInterested in learning more about Copernica? Watch a live demonstration @ our stand (C.04) Join us for a workshop @ 14:30 (Voice, Room 1, Francais) Walter van der ScheerSales managerT: +31 (0)23-7510500E: Walter.vanderscheer@copernica.comLinkedin: www.linkedin.com/in/waltervdscheer

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