30 minutes of best-practices create a lifetime of effective e-marketing campaigns<br />Thursday, October 22nd<br />Walter ...
c<br />Dialogue marketing: Your challenges <br />
c<br />How do I create real-time measurable campaigns?<br />Dialogue marketing: Your challenges <br />
c<br />Dialogue marketing: Your challenges <br />How do I setup a central marketing database?<br />
c<br />Which customer touchpoints can I automate?<br />Dialogue marketing: Your challenges <br />
c<br />How do I target my content for each individual recipient?<br />Dialogue marketing: Your challenges <br />
c<br />How do I collect data on my relations?<br />Dialogue marketing: Your challenges <br />
Contents<br /><ul><li>What is Copernica Marketing Software?
 The three steps in creating an effective e-mail marketing campaign</li></li></ul><li>What is Copernica Marketing Software...
Copernica Marketing Software<br />Complete software-as-a-service to execute campaigns yourself<br /><ul><li> E-mail, web, ...
 Multiple languages: Dutch, English, French
 Real-time campaign tracking
 Powerful personalization tools
 Excellent deliverability
 1800+ marketeers / 150+ partners
 SOAP API
Special reseller license available</li></li></ul><li>To name just a few...<br />
How to create an effective e-mail marketing program?<br />
How to create an effective e-mail marketing program?<br />The three steps<br /><ul><li> Step 1: Database Management</li></...
Fourdecisionpoints in e-mailings<br />How do I optimizemye-mailing?<br /><ul><li> E-mail newslettersgenerate a lot of usef...
Informationyoucanuse in follow-up campaigns.
Ane-mailing is an instrument, not a goal.</li></ul>(The realworktakesoffaftersending!)<br />
Step 1: Database Management<br />Who is my target group and do I have valid data?<br /><ul><li>Collectyour data</li></ul> ...
Step 2: Document Management<br />How to send out a relevant e-newsletterinterestingforeachrecipient?<br />
Step 2: Document management<br />Fourdecisionpoints in e-mailings<br /><ul><li> 1: Who'sitfrom?
 2: Does the preview appeal to me?
 3: Is the content relevant?
 4: Do I want to click-through?</li></li></ul><li>Step 2: Document Management<br />Step A: Sender and subject<br /><ul><li...
 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</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br />
Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a webversion</li></li></ul><li>Step 2: Document...
 Create a strong header</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a web...
 Create a strong header
 Personalize your message</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a w...
 Create a strong header
 Personalize your message
 Your intro must be short</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a w...
 Create a strong header
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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

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Digital Marketing First 2009 Workshop Copernica

  1. 1. 30 minutes of best-practices create a lifetime of effective e-marketing campaigns<br />Thursday, October 22nd<br />Walter van der Scheer<br />Sales manager<br />
  2. 2. c<br />Dialogue marketing: Your challenges <br />
  3. 3. c<br />How do I create real-time measurable campaigns?<br />Dialogue marketing: Your challenges <br />
  4. 4. c<br />Dialogue marketing: Your challenges <br />How do I setup a central marketing database?<br />
  5. 5. c<br />Which customer touchpoints can I automate?<br />Dialogue marketing: Your challenges <br />
  6. 6. c<br />How do I target my content for each individual recipient?<br />Dialogue marketing: Your challenges <br />
  7. 7. c<br />How do I collect data on my relations?<br />Dialogue marketing: Your challenges <br />
  8. 8. Contents<br /><ul><li>What is Copernica Marketing Software?
  9. 9. The three steps in creating an effective e-mail marketing campaign</li></li></ul><li>What is Copernica Marketing Software? <br />Copernica is the most complete software forcampaignswith:<br />- E-mail<br />- Webpages<br />- Mobile messaging<br />- PDF<br />
  10. 10. Copernica Marketing Software<br />Complete software-as-a-service to execute campaigns yourself<br /><ul><li> E-mail, web, mobile, pdf, surveys
  11. 11. Multiple languages: Dutch, English, French
  12. 12. Real-time campaign tracking
  13. 13. Powerful personalization tools
  14. 14. Excellent deliverability
  15. 15. 1800+ marketeers / 150+ partners
  16. 16. SOAP API
  17. 17. Special reseller license available</li></li></ul><li>To name just a few...<br />
  18. 18. How to create an effective e-mail marketing program?<br />
  19. 19. How to create an effective e-mail marketing program?<br />The three steps<br /><ul><li> Step 1: Database Management</li></ul>Create a centraldatabase<br /><ul><li> Step 2: Document Management</li></ul> Make your newsletter relevant for each & every recipient<br /><ul><li> Step 3: Response Management</li></ul>List hygiene & dialogue marketing<br />
  20. 20. Fourdecisionpoints in e-mailings<br />How do I optimizemye-mailing?<br /><ul><li> E-mail newslettersgenerate a lot of usefulinformation (ifperformedwell).
  21. 21. Informationyoucanuse in follow-up campaigns.
  22. 22. Ane-mailing is an instrument, not a goal.</li></ul>(The realworktakesoffaftersending!)<br />
  23. 23. Step 1: Database Management<br />Who is my target group and do I have valid data?<br /><ul><li>Collectyour data</li></ul> - Link up with other databases<br /> - Create subscription opportunities<br /> - Offer whitepapers<br /><ul><li> Check your data</li></ul> - Check e-mail addresses<br /> - Process opt-out and bounces<br /><ul><li> Enrich your data</li></ul>- Product history<br /> - Clicks<br /> - Enrich profile web forms<br /> - Bounces<br />
  24. 24. Step 2: Document Management<br />How to send out a relevant e-newsletterinterestingforeachrecipient?<br />
  25. 25. Step 2: Document management<br />Fourdecisionpoints in e-mailings<br /><ul><li> 1: Who'sitfrom?
  26. 26. 2: Does the preview appeal to me?
  27. 27. 3: Is the content relevant?
  28. 28. 4: Do I want to click-through?</li></li></ul><li>Step 2: Document Management<br />Step A: Sender and subject<br /><ul><li> Make use of a real and familiar sender
  29. 29. Be consistent so you get recognized
  30. 30. Personalize your sender name and subject
  31. 31. Make the subject a teaser (“newsletter 68” has no spice, “free” doesn't either)
  32. 32. Keep it brief and simple</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br />
  33. 33. Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a webversion</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a webversion
  34. 34. Create a strong header</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a webversion
  35. 35. Create a strong header
  36. 36. Personalize your message</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a webversion
  37. 37. Create a strong header
  38. 38. Personalize your message
  39. 39. Your intro must be short</li></li></ul><li>Step 2: Document Management<br />Step B: Previewpane<br /><ul><li> Provide a webversion
  40. 40. Create a strong header
  41. 41. Personalize your message
  42. 42. Your intro must be short
  43. 43. Make use of an index</li></li></ul><li>Step 2: Document Management<br />Step C: Relevant content<br /><ul><li> Adjust your content</li></li></ul><li>Step 2: Document Management<br />Step C: Relevant content<br /><ul><li> Adjust your content
  44. 44. Personalize your message</li></li></ul><li>Step 2: Document Management<br />Step C: Relevant content<br /><ul><li> Adjust your content
  45. 45. Personalize your message
  46. 46. Create interaction, follow-up actions</li></li></ul><li>Step 2: Document Management<br />Step C: Relevant content<br /><ul><li> Adjust your content
  47. 47. Personalize your message
  48. 48. Create interaction, follow-up actions
  49. 49. Make use of external content</li></ul> (HTML of RSS)<br />
  50. 50. Step 2: Document Management<br />Step C: Relevant content<br /><ul><li> Adjust your content
  51. 51. Personalize your message
  52. 52. Create interaction, follow-up actions
  53. 53. Make use of external content</li></ul> (HTML of RSS)<br />
  54. 54. Step 2: Document Management<br />Step C: Relevante content through productfeeds<br />
  55. 55. Step 2: Document Management<br />Step D: Clicks<br /><ul><li> Call to action!</li></li></ul><li>Step 2: Document Management<br />Step D: Clicks<br /><ul><li> Call to action!
  56. 56. Enrich your profiles</li></li></ul><li>Step 2: Document Management<br />Stap E: Clicks<br /><ul><li> Call to action!
  57. 57. Enrich your profiles
  58. 58. Personalize as much as possible</li></ul> (Hyperlinks, titles, etc.)<br />Link: Check your offer, Peter<br />Personal offer for Peter<br />
  59. 59. Step 2: Document Management<br />Checklist<br /><ul><li> A: Optimizesender data, subject
  60. 60. B: Utilize the preview screen withclear content, personalization and webversion
  61. 61. C: Offer relevant content: articlestuned to the recipient, suitable images
  62. 62. D: Generate clicks: Callto action, makeeverything clickable</li></ul>Ok. Now you have your document, what’s next?<br />
  63. 63. Step 3: Response Management 1/2<br />What is my response?<br /><ul><li>Impressions</li></ul> - Whichrecipient was interested?<br /><ul><li> Clicks</li></ul> - Do the clickersbuy?<br /><ul><li>Filled-outforms</li></ul> - Enrichyour data<br /> - Connect to database<br /><ul><li> Orders</li></ul> - Follow-up: questionnaire, cross- and upselling<br />
  64. 64. Step 3: Response Management 2/2<br />What is my response?<br /><ul><li> Non-response also is response</li></ul> - Right channel?<br /> - Whyaren&apos;trecipientsresponding?<br /><ul><li>Bounces</li></ul> - List hygiene<br /> - Deliverability<br /><ul><li>Unsubscribes:</li></ul> - Why? (Informationnot relevant? Frequency? Wrong channel?)<br />
  65. 65. Checklist<br />Step 1, Step 2 & Step 3<br />
  66. 66. Copernica Marketing Software<br />Complete software-as-a-service to execute campaigns yourself<br /><ul><li> E-mail, web, mobile, pdf, surveys
  67. 67. Multiple languages: Dutch, English, French
  68. 68. Real-time campaign tracking
  69. 69. Powerful personalization tools
  70. 70. Excellent deliverability
  71. 71. 1800+ marketeers / 150+ partners
  72. 72. SOAP API
  73. 73. Special reseller license available</li></li></ul><li>License fees (end-user)<br />Online training: € 225,-<br />Get started with our trial period:<br />
  74. 74. Thank you for your time<br />Pleaseleaveyourbusinesscard. Tommorowyouwillreceive:<br />1: Presentation &quot;The fourdecisionpointsfore-mailings&quot;<br />2: Threewhitepaperswith practical tips<br />3: A special offer<br />Interested in learning more about Copernica?<br /><ul><li> Watch a live demonstration </li></ul>@ our stand (C.04)<br /><ul><li> Join us for a workshop </li></ul>@ 14:30 (Voice, Room 1, Francais) <br />Walter van der Scheer<br />Sales manager<br />T: +31 (0)23-7510500E: Walter.vanderscheer@copernica.com<br />Linkedin: www.linkedin.com/in/waltervdscheer<br />

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