Targeting and interacting with your (potential) customer using database marketing
•Download as PPTX, PDF•
3 likes•1,231 views
Presented by Oskar van Straaten at the DMF 2011 in Belgium.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Targeting and interacting with your (potential) customer using database marketing
Similar to Targeting and interacting with your (potential) customer using database marketing (20)
More from Copernica BV
More from Copernica BV (20)
Recently uploaded
Recently uploaded (20)
Targeting and interacting with your (potential) customer using database marketing
- 1. Targeting and interacting with your (potential) customer using database marketing Practice Case Agradi.nl 11 October2011Digital Marketing First Oskar van Straaten Founder& CEO Agradi.nl www.copernica.com
- 2. Copernica Marketing Software Leading software for e-mail marketing, landing pages, mobile & automated campaigns Powerful e-mail marketing Elaborate campaign statistics Customer life cycle campaigns High e-mail deliverability and spam checking Dynamic content in mailings Split-run testing (A/B) www.copernica.com
- 3. The rules of the game 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. 2006: repositioning: shop focused on outdoor living. 2010: > 100,000 customers, 30% growth, market leader 2011: Agradi.nl wins the Thuiswinkel Award; best web shop in the Netherlands. From that moment on things progress rapidly. www.copernica.com
- 4. Program IntroductionAgradi.nl Web shops & e-mailmarketing Business model Challenges Examples Conclusions www.copernica.com
- 7. Competition
- 8. Suppliers
- 9. Stock?
- 10. How to approach the market?
- 12. Communication Plan - Financial Plan
- 13. Monitor - and adjust as neededcontinuousprocess www.copernica.com
- 17. Offline
- 18. Online
- 19. Offline
- 20. Online
- 21. Offlinelow high www.copernica.com
- 22. Marketapproach– The Game Getthem in and move them up! (Jay Curry) Online Traffic vs. Conversion and Cost Direct traffic(a.o. e-mail) Conversion Search engine (organic) Referring sites Affiliates(paid) Search engine (paid) Cost www.copernica.com
- 23. Marketapproach– The Game Getthem in and move them up! (Jay Curry) Customer Lifetime Value Order value Margin Cost Time (# orders) www.copernica.com
- 25. Customer loyalty
- 27. Right offer
- 30. Socialsharing
- 32. Use all web shop data
- 34. Deliverability
- 36. E-mail marketing Minor investment, maximum ROI
- 37. Tools – database- & emailmarketing One single database for all contacts (customers, prospects, email adresses, newsletter etc.) www.copernica.com
- 38. Tools – prize incentives Open: 43% CTR: 36% www.copernica.com
- 39. Tools – customer life cycle; winback Open: 22% CTR: 15% www.copernica.com
- 40. Tools – customerlifecycle; Birthday Open: 31% CTR: 15% www.copernica.com
- 42. Order History
- 43. Test mailings; different browsers
- 44. Custom mailings
- 46. All mailings are measurable
- 47. Prevents too many mailingswww.copernica.com
- 49. High degree of customer satisfaction
- 50. Higher conversion; low drop out rateAnd eventually …. www.copernica.com
- 51. Agradi.nl Thuiswinkel AwardsWinner XL 2011 ‘In and around the house’ www.copernica.com
- 52. Questions? Leave your business card & you will be the first to receive the presentation& our exclusive whitepaper on optimizing your marketing campaigns Visit stand numberD09 for a live demonstration! www.copernica.com