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Becoming an email marketing hero!


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Becoming an email marketing hero!

  1. 1. Becoming an email marketing hero!
  2. 2. Copernica Marketing Software Powerful email marketing Follow up abandoned shopping carts Customer life-cycle-campaigns High email deliverability Several integrations available Split-run testing (A/B)
  3. 3. Content Developments in the market Tips Summary
  4. 4. Developments in the market
  5. 5. Marketing automation Using marketing automation we were able to convert 40% of our Marketing Qualified Leads to Sales Qualified leads in only 4 months time. – Jeroen Ederveen, Exact Software
  6. 6. M-commerce & mobile Bron: Litmus, 2013 According to statistics, nearly 48% of all emails are now opened on mobile devices, 33% on a desktop and 19% in webmail. Litmus (2013)
  7. 7. Relevance Relevant, targeted and personal emails generate up to 18 times more revenu than regular bulk mailings. - Capgemini (2012) 45% of questioned organizations said relevance is a key factor when it comes to improving email deliverability. – Econsultancy, Email Marketing Industry Census (2013)
  8. 8. Tips you can apply tomorrow!
  9. 9. Tip 1: Database management Data is relevance!
  10. 10. Tip 1: Database management 1 centralized database: Extensive possibilities to segment Selections for each campaign Constant, automated profile enrichment Mind the quality of your data!
  11. 11. Tip 1: Database management DATA! Timely & relevant communication to Your visitor Visitor
  12. 12. Tip 1: Database management Export your known data to Copernica Default synchronization of Customers Newsletter subscribers Shopcarts Orders Addresses Synchronisation of historical data
  13. 13. Tip 1: Database management
  14. 14. Tip 1: Database management DATA = RELEVANCE = EVENT DRIVEN MARKETING Open rates of triggered event driven emails are up to 75,1% higher and click through rates are up to 114,8% higher than those of normal emails. – Epsilon “Email Trends and Benchmarks (2012) More than 60% of our event driven emails are opened compared to 30% of our regular bulk mailings. –Oskar van Straaten, director
  15. 15. Tip 2: Smart use of your data Segment using different data Suitable Shop Segmentation & targeted emails based on: Frequency Daily or weekly Customer behaviour Interest of clients
  16. 16. Tip 2: Smart use of your data Personalized Images targeted to male audience Products targeted to male audience
  17. 17. Tip 2: Smart use of data Content targeted on pregnant women Products targeted to meet target group’s needs
  18. 18. Do you know your customer life cycle?
  19. 19. Do you know the number of orders Do you know how many orders aren’t placed in your webshopwebshop? completed within your on a daily basis?
  20. 20. Tip 3: Abandoned shopcart campaigns! 67% of all clients bought a product in a store because of a promotion or action. Of those clients, more than half of them made the purchase due to an email promotion. – eMarketer (2013) Only 8 of the 150 researched webshops sends an abandoned shopcart email. – Copernica Marketing Software research (2013)
  21. 21. Tip 3: Abandoned shopcart campaigns Case: Goal: Converting abandoned shopcarts How: Automated email triggered by abandoning cart Results: 60% Open rate 34% Click through rate
  22. 22. Tip 3: Abandoned shopcart campaigns Case: Showroom86 Goal: Converting abandoned shopcarts How: Automated email after abandoned shopcart Results: Order value +25% Conversion rate: +15%
  23. 23. Tip 4: Stimulating repeat purchases Case: IPhone2Day Goal: Cross- and upsell based on known client data How: Targeted and personalized emails based on client data Results: 48% Open rate 17% Click through rate 40% increase of transactions
  24. 24. Tip 4: Stimulating repeat purchases Case: Vliegtickets Goal: Stimulating repeat purchases How: Cross-selling based on online booking Results: Car rentals revenu increase with 20% Obtaining a higher customer satisfaction score: 8,3
  25. 25. Tip 5: Reactivate your inactive clients! Case: Goal: Trigger inactive clients to perform a purchase How: Personalized emails after predetermined timeframe with discount Results: 27% Open rate 21% Click through rate
  26. 26. Tip 6: Attract visitors to your store Case: KPN Insight: Clients who call the callcenter want to see the device in store How: Callcenter employee sends a personal email with special offer based on conversation & location Results: 28% Click through rate 20% went to store and became a client
  27. 27. Tip 6: Attract visitors to your store E-coupons: Extra incentive for: Providing extra data Online registration Winning back inactive clients Personalize barcode & coupon Results: 2019 downloads 61% scanned in store
  28. 28. Tip 7: Responsive design The number of recipients who open their email on mobile devices will grow by 28% in 2014 and by 23% in 2015 – The Radicati Group (2013) Mobile purchases are affected by email campaigns 71% of the time. Only advice given by friends has a higher rate of influence (87%). Adobe (2013)
  29. 29. Tip 7: Responsive design! Responsive design offers an optimal rendition per client
  30. 30. Tip 7: Responsive design Example: <style type="text/css"> @media only screen and (max-device-width: 480px) { /* mobile-specific CSS styles go here */ } /* regular CSS styles go here */ </style>
  31. 31. Tip 8: Don’t forget your preheader! Attract attention in that inbox!
  32. 32. Tip 9: Send along a text version Not all email clients and programs fully support HTML!
  33. 33. Tip 9: Send along a text version Prevent frustration! Why send a text version? Preference of clients Better fits certain types of messages SPAM filters!
  34. 34. Tip 10: Optimizing deliverability 1 in 5 emails are not delivered
  35. 35. Tip 10: Optimizing deliverability Taking care of unsubscribers Helps you maintain good data quality: Automated process List-unsubscribe header Double opt-out Always offer an opt-out!
  36. 36. Tip 10: Optimizing deliverability Email checks before sending HTML code Spamrating Blacklist Rendering
  37. 37. Summary
  38. 38. Questions? Michael Heering Copernica BV T: +31 (0)20 – 52 06 190 E: W: