LAW CREATIVE
• Award winning integrated marketing communications
COPERNICA
• Multi-channel Marketing Automation Software
• 5000 users across B2B and B2C
• 300 partners across Europe
• Lar...
WE’RE ALL SEARCHING FOR SILVER BULLETS
• Gain more customers. Retain more customers.
• The average person gets 50-60
interruptions per day
• The average interruption takes 5 minutes,
totaling about 4 hours o...
ATTENTION SPAN OF A GOLDFISH?
• 9 seconds
Source: National Center for Biotechnology Information, U.S. National Library of
...
ATTENTION SPAN OF A HUMAN?
• 8 seconds
Source: National Center for Biotechnology Information, U.S. National Library of
Med...
HOW DOES THIS IMPACT EMAIL?
Source: Science of
Email 2014 Report
HOW DOES THIS IMPACT EMAIL?
Source: Science of
Email 2014 Report
IT’S NOT ALL DOOM AND GLOOM!
Source: Econsultancy Email Census 2013
66% of marketers say email
delivers 'excellent' or 'go...
EMAIL CONTINUES TO GENERATE A STRONG ROI
Source: Science of Email 2014 Report
Savvy marketers are still putting the majori...
WHY EMAIL?
• 91% of all consumers use email daily
• The average person spends a third of their week on email
• We check ou...
IRRELEVANCE IS SPAM
Reasons why people unsubscribe for emails
Source: Copernica Email Summit 2013
SPRAY & PRAY KILLS YOUR BRAND
WHY IS RELEVANCE IMPORTANT?
SILVER BULLETS
• Strategy
• Data
• Technology
• Creative
• Measurement
• The Future
STRATEGY
STRATEGY
• Set objectives (business and email)
• Identify target audiences via segmentation
• Plan content
• Establish fre...
CREATIVE
EMAIL NEEDS - MARKETER
Conversion
Click
Open
EMAIL NEEDS - CUSTOMER
Surprise/del
ight
Inspire/excite
Understand the message
5 EASY DESIGN WINS (MOBILE FIRST)
1. Concise content
2. Single column
3. Design for touch
4. iPhone subject lines cut off ...
WHAT ELSE?
• Responsive templates
• Video
• Live content
• Animation
TECHNOLOGY
COPERNICA MARKETING SOFTWARE
The most complete marketing software for automated campaigns with email,
webpages, SMS, Socia...
DATA
CREATING PROFILES:
WHAT DO WE KNOW?
CREATING PROFILES: WHAT COULD WE KNOW?
CREATING PROFILES: WHAT COULD WE KNOW?
CREATING PROFILES:
AN ENRICHED PROFILE
Mr. Jack Jones
3 Aylesbury close
Lancaster
Lancashire
L5 6Gh
Email: jackjones@gmail...
TRANSLATE DATA INTO RELEVANT CONTENT
• Welcome
• Abandoned cart
• Recommendation
• Birthday/Anniversary
• Re-order
• Cross...
EMAIL EXAMPLE
Location specific
Upsel
l
Personalised
Added value
Image specific
Temp based
TESTING
IS TESTING WORTH IT?
• $690 million raised
• Had a large list size
• Sent a lot of emails
• Did as much testing as
humanly...
WHAT CAN YOU TEST?
Delivered
Open
Click
Convert
• Relationship history/Brand trust
• From name
• Subject line content
• Pr...
Anticipated | Personal | Important | Valuable
Looked forward to!
Getting Relevant!
SUMMARY
SILVER BULLETS
• Strategy
• Data
• Technology
• Creative
• Measurement
• The future
THANK YOU….
brett.sammels@lawcreative.co.uk
@lawcreativeuk
Any questions?
CopernicaTV Webinar - Law Creative
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CopernicaTV Webinar - Law Creative

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Humans are attracted to people and brands that they have an emotional connection to. And getting the right message to the right person, at the right time guarantees revenue. Everyone of us is looking for the ‘silver bullet’ to better engage with customers. But, however elusive the silver bullet may be, the rules of relevance and timing are critical.

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  • 80% of those interruptions are typically rated as "little value" or "no value" creating approximately 3 hours of wasted time per day
  • Interestingly this has reduced from 12 seconds in 2000 which would suggest that by
  • If you improve relevancy you’ll reduce the number of emails and increase cut through
  • Enriched with behavioural data
  • Obama presidential campaign
  • CopernicaTV Webinar - Law Creative

    1. 1. LAW CREATIVE • Award winning integrated marketing communications
    2. 2. COPERNICA • Multi-channel Marketing Automation Software • 5000 users across B2B and B2C • 300 partners across Europe • Largest marketing automation software provider in Europe
    3. 3. WE’RE ALL SEARCHING FOR SILVER BULLETS • Gain more customers. Retain more customers.
    4. 4. • The average person gets 50-60 interruptions per day • The average interruption takes 5 minutes, totaling about 4 hours or 50% of the average workday BUT THERE’S A PROBLEM
    5. 5. ATTENTION SPAN OF A GOLDFISH? • 9 seconds Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
    6. 6. ATTENTION SPAN OF A HUMAN? • 8 seconds Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
    7. 7. HOW DOES THIS IMPACT EMAIL? Source: Science of Email 2014 Report
    8. 8. HOW DOES THIS IMPACT EMAIL? Source: Science of Email 2014 Report
    9. 9. IT’S NOT ALL DOOM AND GLOOM! Source: Econsultancy Email Census 2013 66% of marketers say email delivers 'excellent' or 'good' ROI
    10. 10. EMAIL CONTINUES TO GENERATE A STRONG ROI Source: Science of Email 2014 Report Savvy marketers are still putting the majority of their digital budget into Email Marketing. Email Marketing continues to drive the best ROI in 2013. - DMA Email Marketing Council Email is bringing in $40.56 for every dollar spent on it this year. - Direct Marketing Association
    11. 11. WHY EMAIL? • 91% of all consumers use email daily • The average person spends a third of their week on email • We check our phones on average 110 times per day
    12. 12. IRRELEVANCE IS SPAM Reasons why people unsubscribe for emails Source: Copernica Email Summit 2013
    13. 13. SPRAY & PRAY KILLS YOUR BRAND
    14. 14. WHY IS RELEVANCE IMPORTANT?
    15. 15. SILVER BULLETS • Strategy • Data • Technology • Creative • Measurement • The Future
    16. 16. STRATEGY
    17. 17. STRATEGY • Set objectives (business and email) • Identify target audiences via segmentation • Plan content • Establish frequency • Evaluate against objectives
    18. 18. CREATIVE
    19. 19. EMAIL NEEDS - MARKETER Conversion Click Open
    20. 20. EMAIL NEEDS - CUSTOMER Surprise/del ight Inspire/excite Understand the message
    21. 21. 5 EASY DESIGN WINS (MOBILE FIRST) 1. Concise content 2. Single column 3. Design for touch 4. iPhone subject lines cut off at 35 ch 5. Don’t forget the landing page
    22. 22. WHAT ELSE? • Responsive templates • Video • Live content • Animation
    23. 23. TECHNOLOGY
    24. 24. COPERNICA MARKETING SOFTWARE The most complete marketing software for automated campaigns with email, webpages, SMS, Social Media, opinion gathering and print. • One platform for multi-channel campaigns • User-friendly interface • Data management tools • Elaborate campaign statistics and testing options • Links to external systems (API)
    25. 25. DATA
    26. 26. CREATING PROFILES: WHAT DO WE KNOW?
    27. 27. CREATING PROFILES: WHAT COULD WE KNOW?
    28. 28. CREATING PROFILES: WHAT COULD WE KNOW?
    29. 29. CREATING PROFILES: AN ENRICHED PROFILE Mr. Jack Jones 3 Aylesbury close Lancaster Lancashire L5 6Gh Email: jackjones@gmail.com Tel: 07776 891113 Demographic • Age • Gender • Address • Marital status • Nationality • Language • Ownership • Travel preferences Email behaviour • Opened email • Did not open email • Clicked on a link • Bounced • Content preference • Engagement score Relational data • Booking data • Survey results • Loyalty points Web behaviour • Pages visited • Products searched • Form completed • Video watched • Recommendations • Cart abandoned Offline Behaviour • Voucher redemption • Call centre activity • Store visit
    30. 30. TRANSLATE DATA INTO RELEVANT CONTENT • Welcome • Abandoned cart • Recommendation • Birthday/Anniversary • Re-order • Cross sell • Reengagement Relevant campaigns have 30% higher open rates and 50% higher click through rates
    31. 31. EMAIL EXAMPLE Location specific Upsel l Personalised Added value Image specific Temp based
    32. 32. TESTING
    33. 33. IS TESTING WORTH IT? • $690 million raised • Had a large list size • Sent a lot of emails • Did as much testing as humanly possible • $200 million estimated revenue from extra testing
    34. 34. WHAT CAN YOU TEST? Delivered Open Click Convert • Relationship history/Brand trust • From name • Subject line content • Pre-header content • Preview pane with images off • Opt-in practices • Deliverability • Relationship history • Visual design • Content: value proposition, copy, images etc • User interface • Landing page content/user interface • Conversion opportunity: form etc
    35. 35. Anticipated | Personal | Important | Valuable Looked forward to! Getting Relevant! SUMMARY
    36. 36. SILVER BULLETS • Strategy • Data • Technology • Creative • Measurement • The future
    37. 37. THANK YOU…. brett.sammels@lawcreative.co.uk @lawcreativeuk Any questions?

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