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Emailforum 2009 Brussels Presentation - Challenges of e-marketeers

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It's not about e-mailmarketing. It's about you, and your relations. What challenges do e-marketeers face nowadays and how can you act to them? This presentation contains practical tips and cases that …

It's not about e-mailmarketing. It's about you, and your relations. What challenges do e-marketeers face nowadays and how can you act to them? This presentation contains practical tips and cases that work!

Published in: Business, Technology

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  • 1. Wednesday, November 18nd Walter van der Scheer Sales manager “ You talking to me?” Dialogue marketing: your challenges
  • 2.
    • Subjects
    • What is Copernica Marketing Software?
    • Three steps of an effective e-marketing program
    • Dialogue marketing: your challenges
    • Case study
  • 3. What is Copernica Marketing Software? Copernica is the most complete software for campaigns with: - E-mail - Webpages - Mobile messaging - PDF
  • 4.
    • 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
    • 1900+ marketeers / 150+ partners
    • SOAP API
    • Special reseller license available
  • 5. To name but a few...
  • 6. Three steps of an effective e-marketing program
    • The three steps
    • Step 1: Database Management
    • Create a central database
    • Step 2: Document Management
    • Relevancy
    • Step 3: Response Management
    • List hygiene & dialogue marketing
  • 7.
    • Four decision points in e-mailings
    • A: Who's it from?
    • B: Does the preview appeal to me?
    • C: Is the content relevant?
    • D: Do I want to click-through?
  • 8. c Dialogue marketing: Your challenges
  • 9. c Dialogue marketing: Your challenges How do I create an optin database & collect relevant data?
  • 10. c How do I improve my website conversion? Dialogue marketing: Your challenges
  • 11. c How can I individualize my content? Dialogue marketing: Your challenges
  • 12. c How can I generate more shop traffic? Dialogue marketing: Your challenges
  • 13. c How do I collect data on my relations? Dialogue marketing: Your challenges
  • 14. c How do I reach the inbox? Dialogue marketing: Your challenges
  • 15. c Which customer touchpoints can I automate? Dialogue marketing: Your challenges
  • 16.
    • Dialogue marketing – Your 7 challenges
    • How can I
    • Create an optin database & collect relevant data
    • Improve website conversion
    • Individualize my content
    • Generate more shop traffic
    • Collect data on your relations
    • Reach the inbox
    • Automate customer touch points
  • 17. c Dialogue marketing: Your challenges How do I create an optin database & collect relevant data?
  • 18.
    • Challenge 1: How do I create an optin database?
    • Print mailings with PURL’s
    Postcard PURL E-mail with voucher
  • 19. c How do I improve my website conversion? Dialogue marketing: Your challenges
  • 20.
    • Challenge 2: How do I improve my website conversion
    • Whitepaper marketing
    • Meet Mark Ting
    • Strategy director
    • Browsing online for marketing tips
  • 21. Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 22. Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 23. You’ve got mail Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 24. You’ve got mail! Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 25. Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 26.
    • E-mail newsletters based on interests
    • Telemarketing
    • Event driven contacts
    • Mobile campaigns
    • Questionnaires
    • Event invitations
    Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 27. c How can I individualize my content? Dialogue marketing: Your challenges
  • 28.
    • Challenge 3: Individualize your content
    • Previewpane
    • Provide a webversion
    • Create a strong header
    • Personalize your message
    • Your intro must be short
    • Make use of an index
  • 29.
    • Challenge 3: Individualize your content
    • Preferences
    • Subscription form
  • 30.
    • Challenge 3: Individualize your content
    • Preferences
    • Subscription form
    • Personalize your message
  • 31.
    • Challenge 3: Individualize your content
    • Preferences
    • Subscription form
    • Personalize your message
    • Create interaction, follow-up actions
  • 32.
    • Challenge 3: Individualize your content
    • Preferences
    • Subscription form
    • Personalize your message
    • Create interaction, follow-up actions
    • Make use of external content
    • (HTML or RSS)
  • 33.
    • Challenge 3: Individualize your content
    • Preferences
    • Subscription form
    • Personalize your message
    • Create interaction, follow-up actions
    • Make use of external content
    • (HTML or RSS)
  • 34. Challenge 3: Individualize your content Product feeds
  • 35. c How can I generate more shop traffic? Dialogue marketing: Your challenges
  • 36. Challenge 4: Generate more shop traffic E-coupons
  • 37. c How do I collect data on my relations? Dialogue marketing: Your challenges
  • 38.
    • Challenge 5: Collect data
    • Orders & follow up
    • Questionnaires
    • Cross- and upselling
  • 39. Challenge 5: Collect data Change profile web forms
  • 40. c How do I reach the inbox? Dialogue marketing: Your challenges
  • 41. Challenge 6: How do I reach the inbox? Document checks Challenge
  • 42.
    • Challenge 6: How do I reach the inbox?
    • List hygiene
    • Non-response
    • Bounce management
    • Unsubscribes
  • 43. c Which customer touchpoints can I automate? Dialogue marketing: Your challenges
  • 44.
    • Challenge 7: Which customer touch points can I automate?
    • Birthday (the usual suspect!)
    • Abandoned shopping cart
    • First purchase
    • End of guarantee
    • No purchases in the past year
    • Questionnaire after purchase
    • Cross- and up selling
    • Loyalty program
    • Invitations
    • You’ve been a customer for > 5 yrs
    • No activity last 6 months
  • 45.
    • Case Study Modewereld
    • About Modewereld (Fashion World)
    • Introduction to existing customers
    • Conversion to optimized profiles
    • Stimulating shop traffic
    • Setting up the back office
  • 46. About Modewereld Flow diagram
  • 47.
    • Case study: Modewereld
    • Mijnmodewereld.nl
    • Loyalty card holders access their personal profile directly
    • Live since March 2009
  • 48. 1234567 16720 16720 1234567 What’s in it for me! Call to action Case study: Modewereld Introduction e-mailing
  • 49.
    • Total number of customers 29000
    • Profiles with e-mail address 9336 (32%)
    • Bounces 1901 (20%)
    • Delivered 7435 (80%)
    • Opened 3877 (52%)
    • Click-throughs 2692 (69%)
    Case study: Modewereld
  • 50.
    • Case study: Modewereld
    • Impressions
  • 51.
    • Case study: Modewereld
    • Clicks
  • 52.
    • Bounces received a printmailing
    • Profiles without e-mailaddress received a postmailing with a PURL
    • Non Responders received a reminder
    • Responders received an e-coupon
    • Shop traffic & conversion was measured
    Case study: Modewereld Follow up
  • 53.
    • 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
    • 1900+ marketeers / 150+ partners
    • SOAP API
    • Special reseller license available
  • 54. License fees (end-user) Online training: € 225,- Get started with our trial period: Initial costs Monthly fee License - € 150,- Users 1-5* - € 50,- 6-10* - € 25,- > 10* - € 10,- * Fee per user Variable costs E-mail (per message sent) € 0,02 - € 0,002 Sms (per message sent) € 0,12 - € 0,08 Webpages (per page per month) € 2 - € 1
  • 55. Thank you for your attention Walter van der Scheer Sales manager T: +31 (0)23-7510500 E: Walter.vanderscheer@copernica.com Linkedin: www.linkedin.com/in/waltervdscheer Please leave your businesscard. Tommorow you will receive: 1: Sheets 2: Three whitepapers with practical tips 3: A special offer

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