10 email marketing tips for web shops in 2012
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10 email marketing tips for web shops in 2012

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Walter van der Scheer, Commercial Manager Copernica Marketing Software...

Walter van der Scheer, Commercial Manager Copernica Marketing Software

30% of all emails are read mobile, 11% of all sent commercial emails will never reach the inbox. Email is still very much alive. However, you will need to constantly adjust your strategy and see if your email marketing activities are up-to-date and accurate. Do you optimize your emailings for mobile use? What do you do to increase your email deliverability? How do you manage your unsubscribers and abuse reports? During this session, you’ll get to see how you can improve your email marketing activities for 2012. 10 tips which are ready to use the following day!

As a visitor you’ll learn how to:

Improve your email marketing activities
Get higher conversion out of your email marketing
Optimize your emails for mobile use
Improve your email deliverability
Manage your sender reputation
Optimally use your customer database

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  • Cijfers van e-mailmonday komen voort uit samenbrengen van verschillende onderzoeken wereldwijd uitgevoerd
  • What does it do: Converts visitors into customers Email Automation Personalised messages Manage abandoners Explode sales Boost loyalty Increase conversion What can you track? User profiling Every purchase Basket contents, age, categories SKU’s Categories – full tree RFM Scoring - Key page visits Checkout state

Transcript

  • 1. 10 email marketing tips for web shops in 2012 • Powerful email marketing • Follow-up abandoned shopping carts • Customer life-cycle campaigns • High email deliverability • Several integrations available • Split-run testing (A/B) 28-03-2012 Walter van der Scheerwww.copernica.com
  • 2. Program Evolution of internet and ecommerce Email marketing today Tips Summarywww.copernica.com
  • 3. Internet In the beginning…www.copernica.com
  • 4. Internet And more…www.copernica.com
  • 5. Internet And today…www.copernica.com
  • 6. Email marketing today Email dead? Don’t think so: Bron: http://blogs.smartertools.com, 2011www.copernica.com
  • 7. Email marketing today Did you know that: Bron: http://royal.pingdom.com, 2011www.copernica.com
  • 8. Email marketing today Shift from desktop to mobile •15 to 35% of all emails are read mobile. - eMailmonday - “Mobile email stats” (2011) • 43% of mobile email readers checks their email 4x or more per day, compared to 29% of the readers who use other channels to read email. - Merkle "View From the Digital Inbox 2011" (2011)www.copernica.com
  • 9. Tips for tomorrow!www.copernica.com
  • 10. Tips for tomorrow!www.copernica.com
  • 11. Tip: database management Divide and Conquer!www.copernica.com
  • 12. Tip: database management• 1 central opt-in database: Extensive segmentation possibilities Constant, automated profile enrichment Mind your data quality & make sure you have permission! Maintain list hygiene Selection based on bounces Statisticswww.copernica.com
  • 13. Tip: event driven email Are you being relevant? • Abandoned shopcart mailings generate up to 55% more conversion than regular email campaigns. –SeeWhy research (2011) • Over 60% of event-driven mails is opened by Agradi’s target group in contrast to 30% of the regular bulk mailings. –Oskar van Straaten, director Agradi.nlwww.copernica.com
  • 14. Tip: event driven emailTop 1000 internet retailers Why aren’t they (YOU) doing it? Too complex No time Integration challenges Client buy in Cost?http://www.listrak.com/Whitepaper/SCAIR1000/www.copernica.com
  • 15. Tip: event driven email Email marketing tailored to the customer Timing based on customer life cycle (sense of) individual focus Correct information or offer Open & Click rate 4x higherwww.copernica.com
  • 16. Tip: event driven email Seamless integrations help even more! DATA! Timely Relevant Messages Visitorwww.copernica.com
  • 17. Tip: event driven email • Winbackmail • Open rate: 22% • CTR: 15% Abandoned Shopcart mail • Open rate: 55% • CTR: 29%www.copernica.com
  • 18. Tip: event driven email Other possibilities: Welcome mailing Retention mailing Reminders Birthday mailing Cross- and up-sell mailing First purchase And many more…www.copernica.com
  • 19. Tip: optimizing for mobile In 2012 we’re changing mouseswww.copernica.com
  • 20. Tip: optimizing for mobile Mocial + integration email = new opportunities for 2012 • Facebook opt-in • Use of mobile registration at events • Registration/offer by text message • QR-codeswww.copernica.com
  • 21. Tip: optimizing for mobile @media queries Keep in mind device and positioning Screen – Handheld – Device width • Example: Window higher than wide: <link rel="stylesheet" media="all and (orientation:portrait)" href="portrait.css"> Window wider than high: <link rel="stylesheet" media="all and (orientation:landscape)" href="landscape.css">www.copernica.com
  • 22. Tip: optimizing for mobile • Watch out: Most email providers remove CSS from <head>-tag Solution: Using inline CSS • Copernica Marketing Software converts style to inline style attributes • @media remains intact when convertingwww.copernica.com
  • 23. Tip: Be transparant – Dutch E-mail Code • Always ask for an opt-in Inform your visitors when subscribing Keep that promise: third parties, frequency Opt-in means opt-out Use double opt-inwww.copernica.com
  • 24. Tip: Fully optimize email • Copernica research amongst publishers, travel, etailers showed points that need more attention: Subscription Correct use of Provided Un- Attachment process email addresses contact subscribe size data Percentage ofcompanies who 46% 30% 66% 100% 100%apply the ruleswww.copernica.com
  • 25. Tip: Fully optimize email • Extra layout and content tips: Sending along a text version (HTML – spam filters – mobile) Using a preheader Width: use of 1 column, max. 500 pixels Be careful when using images, don’t forget the alt-tag Limit the number of hyperlinks in your emailwww.copernica.com
  • 26. Tip: Optimizing deliverability 1 in 5 emails doesn’t reach the inboxwww.copernica.com
  • 27. Tip: Optimizing deliverability • Maintain spamrating Tests based on: Sender and subject Spam sensitivity text Imageswww.copernica.com
  • 28. Tip: Optimizing deliverability • Dealing with unsubscribers Contributes to data quality: Automated processing List-unsubscribe header Double opt-out Always offer an opt-out!www.copernica.com
  • 29. Tip: Optimizing deliverability • Email checks before sending • HTML code • Blacklist • Renderabilitywww.copernica.com
  • 30. Tip: Maintaining email reputation Good email reputation = optimal deliverabilitywww.copernica.com
  • 31. Tip: maintaining email reputation • Email reputation = measured based on different levels • Number of monthly emails • Number of spam complaints • Number of emails to unknown recipients – spam traps • Number of opened emails (relevance)www.copernica.com
  • 32. Tip: maintaining email reputation • How will you manage and maintain your reputation? Using Return Path Sender Score, McAfee TrustedSource Relevant content & lay out Registering for Feedbackloop programs Scheduling emailings ahead Monitor your email statisticswww.copernica.com
  • 33. Tip: Think beyond email • Using other channels Landing pages: mobile and keep your goals in mind Profile enrichment via other channels than email: Collection of data by using a more relevant offer Social media linked directly to your central database: Registering for newsletters via Facebook, Twitter or Google+www.copernica.com
  • 34. Tip: Testing, testing, testing • 32% of all organizations test with email marketing on a regular basis, 25% sometimes and 13% doesn’t test at all. -Econsultancy (2011) Bron: MarketingSherpa, 2011www.copernica.com
  • 35. Tip: Testing, testing, testing • Example: type of campaign Abandoned shopping cart email, call-to-action ‘Click here to see your movies’ vs. ‘Save 5 dollars on your order’ ‘Your movies’: ‘Save’ : From 23% CTR to 25% CTR 36% more orders & 59% more products sold per orderwww.copernica.com
  • 36. Summary of tipswww.copernica.com
  • 37. Thank you for your attention!Leave your business card &receive several relevant whitepapers tomorrowfor optimizing your marketing campaigns+ an offer to start testing CopernicaWalter van der ScheerCommercial ManagerT: +31 (0)23 – 75 10 500E: walter.vanderscheer@copernica.com http://www.linkedin.com/in/waltervanderscheer twitter.com/wvanderscheerwww.copernica.com