Targeting and interacting with your (potential) customer using database marketing<br />Practice Case Agradi.nl<br />11 Oct...
Copernica Marketing Software<br />Leading software for e-mail marketing, landing pages, mobile & automated campaigns<br />...
The rules of the game<br />In 1998, Oskar van Straaten gained enough knowledge from his father and the CRM software vendor...
Program<br />IntroductionAgradi.nl<br />Web shops & e-mailmarketing<br /> Business model<br />Challenges<br />Examples<br ...
The rules of the game<br /><ul><li>Defineyour (potential) customers– market (research)
Product or service?
Competition
Suppliers
Stock?
How to approach the market?
(Financial) resources
Communication Plan - Financial Plan
Monitor - and adjust as needed</li></ul>continuousprocess<br />www.copernica.com<br />
Conversion<br />www.copernica.com<br />
A <br />customer<br /><ul><li> Online
 Offline</li></ul>B - customer<br />C - customer<br />prospects<br />suspects<br />Marketapproach– The Game<br />Getthem i...
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 Online
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Targeting and interacting with your (potential) customer using database marketing

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Presented by Oskar van Straaten at the DMF 2011 in Belgium.

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Targeting and interacting with your (potential) customer using database marketing

  1. 1. Targeting and interacting with your (potential) customer using database marketing<br />Practice Case Agradi.nl<br />11 October2011Digital Marketing First<br />Oskar van Straaten<br />Founder& CEO Agradi.nl<br />www.copernica.com<br />
  2. 2. Copernica Marketing Software<br />Leading software for e-mail marketing, landing pages, mobile & automated campaigns<br /> Powerful e-mail marketing<br /> Elaborate campaign statistics<br /> Customer life cycle campaigns<br /> High e-mail deliverability and spam checking<br /> Dynamic content in mailings<br /> Split-run testing (A/B)<br />www.copernica.com<br />
  3. 3. The rules of the game<br />In 1998, Oskar van Straaten gained enough knowledge from his father and the CRM software vendor Matrix. Oskar starts Agradi, which begins as a mail order company with agricultural products for dairy farmers. At the time, there are still 45,000 dairy farmers. In 2005, only 25,000 are left.<br />2006: repositioning: shop focused on outdoor living. <br />2010: > 100,000 customers, 30% growth, market leader<br />2011: Agradi.nl wins the Thuiswinkel Award; best web shop in the<br /> Netherlands. From that moment on things progress rapidly.<br />www.copernica.com<br />
  4. 4. Program<br />IntroductionAgradi.nl<br />Web shops & e-mailmarketing<br /> Business model<br />Challenges<br />Examples<br />Conclusions<br />www.copernica.com<br />
  5. 5. The rules of the game<br /><ul><li>Defineyour (potential) customers– market (research)
  6. 6. Product or service?
  7. 7. Competition
  8. 8. Suppliers
  9. 9. Stock?
  10. 10. How to approach the market?
  11. 11. (Financial) resources
  12. 12. Communication Plan - Financial Plan
  13. 13. Monitor - and adjust as needed</li></ul>continuousprocess<br />www.copernica.com<br />
  14. 14. Conversion<br />www.copernica.com<br />
  15. 15. A <br />customer<br /><ul><li> Online
  16. 16. Offline</li></ul>B - customer<br />C - customer<br />prospects<br />suspects<br />Marketapproach– The Game<br />Getthem in and move them up! (Jay Curry)<br />Communication<br />low<br />high<br />Conversion<br /><ul><li> Online
  17. 17. Offline
  18. 18. Online
  19. 19. Offline
  20. 20. Online
  21. 21. Offline</li></ul>low<br />high<br />www.copernica.com<br />
  22. 22. Marketapproach– The Game<br />Getthem in and move them up! (Jay Curry)<br />Online Traffic vs. Conversion and Cost<br />Direct traffic(a.o. e-mail)<br />Conversion<br />Search engine (organic)<br />Referring sites<br />Affiliates(paid) <br />Search engine (paid)<br />Cost<br />www.copernica.com<br />
  23. 23. Marketapproach– The Game<br />Getthem in and move them up! (Jay Curry)<br />Customer Lifetime Value<br />Order value<br />Margin<br />Cost<br />Time (# orders)<br />www.copernica.com<br />
  24. 24. Challengesfor online stores<br /><ul><li>Cancel the order proces
  25. 25. Customer loyalty
  26. 26. Integratingvarious media channels
  27. 27. Right offer
  28. 28. Traffic management </li></ul> online -offline <br /><ul><li>Abandoned shop cart e-mail
  29. 29. Customerlife-cycle e-mail
  30. 30. Socialsharing
  31. 31. Segmentation, personalization
  32. 32. Use all web shop data
  33. 33. Createown environment
  34. 34. Deliverability
  35. 35. A|B testing</li></ul>www.upsell.be<br />www.copernica.com<br />
  36. 36. E-mail marketing<br />Minor investment, maximum ROI<br />
  37. 37. Tools – database- & emailmarketing<br />One single database for all contacts<br />(customers, prospects, email adresses, newsletter etc.)<br />www.copernica.com<br />
  38. 38. Tools – prize incentives<br />Open: 43%<br />CTR: 36%<br />www.copernica.com<br />
  39. 39. Tools – customer life cycle; winback<br />Open: 22%<br />CTR: 15%<br />www.copernica.com<br />
  40. 40. Tools – customerlifecycle; Birthday<br />Open: 31%<br />CTR: 15%<br />www.copernica.com<br />
  41. 41. Tools<br />Database selections<br /><ul><li>Personal data of customers
  42. 42. Order History
  43. 43. Test mailings; different browsers
  44. 44. Custom mailings
  45. 45. Personal, order history
  46. 46. All mailings are measurable
  47. 47. Prevents too many mailings</li></ul>www.copernica.com<br />
  48. 48. Tools – database- en emailmarketing<br />What do we gain?<br /><ul><li>Effective mailings
  49. 49. High degree of customer satisfaction
  50. 50. Higher conversion; low drop out rate</li></ul>And eventually ….<br />www.copernica.com<br />
  51. 51. Agradi.nl<br />Thuiswinkel AwardsWinner XL 2011 ‘In and around the house’ <br />www.copernica.com<br />
  52. 52. Questions?<br />Leave your business card &<br />you will be the first to receive the presentation& <br />our exclusive whitepaper on optimizing your marketing campaigns<br />Visit stand numberD09 for a live demonstration!<br />www.copernica.com<br />

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