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Digital Marketing First 2009 Workshop Copernica
 

Digital Marketing First 2009 Workshop Copernica

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Walter van der Scheer (Copernica BV)'s workshop with practical tips on optimizing your e-mailmarketing campaigns. Cases, best practices and practical tips to improve each companies'e-marketing results

Walter van der Scheer (Copernica BV)'s workshop with practical tips on optimizing your e-mailmarketing campaigns. Cases, best practices and practical tips to improve each companies'e-marketing results

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    Digital Marketing First 2009 Workshop Copernica Digital Marketing First 2009 Workshop Copernica Presentation Transcript

    • 30 minutes of best-practices create a lifetime of effective e-marketing campaigns
      Thursday, October 22nd
      Walter van der Scheer
      Sales manager
    • c
      Dialogue marketing: Your challenges
    • c
      How do I create real-time measurable campaigns?
      Dialogue marketing: Your challenges
    • c
      Dialogue marketing: Your challenges
      How do I setup a central marketing database?
    • c
      Which customer touchpoints can I automate?
      Dialogue marketing: Your challenges
    • c
      How do I target my content for each individual recipient?
      Dialogue marketing: Your challenges
    • c
      How do I collect data on my relations?
      Dialogue marketing: Your challenges
    • Contents
      • 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 Software
      Complete 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 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 Management
      Create a centraldatabase
      • Step 2: Document Management
      Make your newsletter relevant for each & every recipient
      • Step 3: Response Management
      List hygiene & dialogue marketing
    • Fourdecisionpoints in e-mailings
      How 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!)
    • Step 1: Database Management
      Who 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
    • Step 2: Document Management
      How to send out a relevant e-newsletterinterestingforeachrecipient?
    • Step 2: Document management
      Fourdecisionpoints 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?
    • Step 2: Document Management
      Step 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
    • Step 2: Document Management
      Step B: Previewpane
    • Step 2: Document Management
      Step B: Previewpane
      • Provide a webversion
    • Step 2: Document Management
      Step B: Previewpane
      • Provide a webversion
      • Create a strong header
    • Step 2: Document Management
      Step B: Previewpane
      • Provide a webversion
      • Create a strong header
      • Personalize your message
    • Step 2: Document Management
      Step B: Previewpane
      • Provide a webversion
      • Create a strong header
      • Personalize your message
      • Your intro must be short
    • Step 2: Document Management
      Step B: Previewpane
      • Provide a webversion
      • Create a strong header
      • Personalize your message
      • Your intro must be short
      • Make use of an index
    • Step 2: Document Management
      Step C: Relevant content
      • Adjust your content
    • Step 2: Document Management
      Step C: Relevant content
      • Adjust your content
      • Personalize your message
    • Step 2: Document Management
      Step C: Relevant content
      • Adjust your content
      • Personalize your message
      • Create interaction, follow-up actions
    • Step 2: Document Management
      Step C: Relevant content
      • Adjust your content
      • Personalize your message
      • Create interaction, follow-up actions
      • Make use of external content
      (HTML of RSS)
    • Step 2: Document Management
      Step C: Relevant content
      • Adjust your content
      • Personalize your message
      • Create interaction, follow-up actions
      • Make use of external content
      (HTML of RSS)
    • Step 2: Document Management
      Step C: Relevante content through productfeeds
    • Step 2: Document Management
      Step D: Clicks
      • Call to action!
    • Step 2: Document Management
      Step D: Clicks
      • Call to action!
      • Enrich your profiles
    • Step 2: Document Management
      Stap E: Clicks
      • Call to action!
      • Enrich your profiles
      • Personalize as much as possible
      (Hyperlinks, titles, etc.)
      Link: Check your offer, Peter
      Personal offer for Peter
    • Step 2: Document Management
      Checklist
      • 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
      Ok. Now you have your document, what’s next?
    • Step 3: Response Management 1/2
      What 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
    • Step 3: Response Management 2/2
      What is my response?
      • Non-response also is response
      - Right channel?
      - Whyaren'trecipientsresponding?
      • Bounces
      - List hygiene
      - Deliverability
      • Unsubscribes:
      - Why? (Informationnot relevant? Frequency? Wrong channel?)
    • Checklist
      Step 1, Step 2 & Step 3
    • Copernica Marketing Software
      Complete 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 API
      • Special reseller license available
    • License fees (end-user)
      Online training: € 225,-
      Get started with our trial period:
    • Thank you for your time
      Pleaseleaveyourbusinesscard. Tommorowyouwillreceive:
      1: Presentation "The fourdecisionpointsfore-mailings"
      2: Threewhitepaperswith practical tips
      3: A special offer
      Interested 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 Scheer
      Sales manager
      T: +31 (0)23-7510500E: Walter.vanderscheer@copernica.com
      Linkedin: www.linkedin.com/in/waltervdscheer