10 email marketing tips for web shops in 2012


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On the 28th of March, Walter van der Scheer presented the 10 email marketing tips for web shops in 2012 at the E-shop Expo in Brussels. Would you like to find out what you need to do to optimize your emailings this year? Have a look at the presentation.

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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
  • 10 email marketing tips for web shops in 2012

    1. 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. 2. Program Evolution of internet and ecommerce Email marketing today Tips Summarywww.copernica.com
    3. 3. Internet In the beginning…www.copernica.com
    4. 4. Internet And more…www.copernica.com
    5. 5. Internet And today…www.copernica.com
    6. 6. Email marketing today Email dead? Don’t think so: Bron: http://blogs.smartertools.com, 2011www.copernica.com
    7. 7. Email marketing today Did you know that: Bron: http://royal.pingdom.com, 2011www.copernica.com
    8. 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. 9. Tips for tomorrow!www.copernica.com
    10. 10. Tip: database management Divide and Conquer!www.copernica.com
    11. 11. 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
    12. 12. 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
    13. 13. 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
    14. 14. 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
    15. 15. Tip: event driven email Seamless integrations help even more! DATA! Timely Relevant Messages Visitorwww.copernica.com
    16. 16. Tip: event driven email • Winbackmail • Open rate: 22% • CTR: 15% Abandoned Shopcart mail • Open rate: 55% • CTR: 29%www.copernica.com
    17. 17. 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
    18. 18. Tip: optimizing for mobile In 2012 we’re changing mouseswww.copernica.com
    19. 19. 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
    20. 20. 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
    21. 21. 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
    22. 22. 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
    23. 23. 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
    24. 24. 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
    25. 25. Tip: Optimizing deliverability 1 in 5 emails doesn’t reach the inboxwww.copernica.com
    26. 26. Tip: Optimizing deliverability • Maintain spamrating Tests based on: Sender and subject Spam sensitivity text Imageswww.copernica.com
    27. 27. 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
    28. 28. Tip: Optimizing deliverability • Email checks before sending • HTML code • Blacklist • Renderabilitywww.copernica.com
    29. 29. Tip: Maintaining email reputation Good email reputation = optimal deliverabilitywww.copernica.com
    30. 30. 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
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. 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
    35. 35. Summary of tipswww.copernica.com
    36. 36. 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