Dialogue Marketing that improves conversion. Instantly!

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At the Eshop Expo in Brussels, Walter van der Scheer let the audience in on the secrets of higher conversion from marketing campaigns with e-mail, social media, life cycle marketing, optimization and mobile.

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Dialogue Marketing that improves conversion. Instantly!

  1. 1. Dialogue marketing that improves conversion.<br />Instantly!<br />Walter van der Scheer<br />@wvanderscheer<br />March 31st, 2011<br />www.copernica.com<br />
  2. 2. Copernica Marketing Software<br />Leading software for e-mail marketing, landing pages, mobile & automated campaigns<br /> Powerful e-mail marketing<br /> Elaborate campaign statistics<br /> Customer life cycle campaigns<br /> High e-mail deliverability and spam checking<br /> Dynamic content in mailings<br /> Split-run testing (A/B)<br />www.copernica.com<br />
  3. 3. Topics<br /> E-mail marketing trends <br /> Ready-to-use tips<br /> Content relevance<br /> Social media<br /> Customer life cycle<br /> Optimizing<br /> Mobile<br />www.copernica.com<br />
  4. 4. Conversion<br />www.copernica.com<br />
  5. 5. “We don’t want customers, we want fans!”<br />Frits van Eerd, CEO of Jumbo supermarkets and CEO of the year 2010<br />Succes == Customer focus == Dialogue<br />ENGAGEMENT<br />www.copernica.com<br />
  6. 6. Trends in e-mail marketing<br />Intelligent & social inboxes<br /> Hotmail Sweep & Active Views<br /> Gmail Priority Inbox<br /> Facebook Messages<br />Relevance is essential!<br />www.copernica.com<br />
  7. 7. Trends in e-mail marketing<br />Effect of the economic situation<br />www.copernica.com<br />
  8. 8. Trends in e-mail marketing<br />It’s all in the mix<br />www.copernica.com<br />
  9. 9. Trends in e-mail marketing<br />Small investment, maximum ROI<br />
  10. 10. of all companies point delivery of relevant content to customers (both B2B & B2C) out as this years challenge.MarketingSherpa (2010)<br />Of US online marketers use dynamic content in their e-mail design.Lyris (2010)<br />56 %<br />40 %<br />1. Content relevance<br />Essential to e-mail<br />www.copernica.com<br />
  11. 11. 1. Content relevance<br />Source: e-Dialog Centre for Digital Marketing Excellence<br />www.copernica.com<br />
  12. 12. 1. Content relevance<br />www.copernica.com<br />
  13. 13. 1. Content relevance<br />Listen!<br /> Harvest available data<br />Preferences<br />Order history<br />Campaign results<br />www.copernica.com<br />
  14. 14. 1. Content relevance<br />Listen!<br /> Integrate Google Analytics <br /> Enrich profiles<br /> Add dynamic content<br />www.copernica.com<br />
  15. 15. Social media users are 60% more likely to check e-mail at least four times a day than those who don’t use social media.eMarketer(2011)<br />Of shoppers prefer to receive promotions through e-mail rather than via social media (preferred by only 9%)CrossView (2011)<br />60%<br />39%<br />2. Social media<br />Interlocks with e-mail<br />
  16. 16. Share-to-Social : known benefits<br />2. Social media<br /> Extend the reach of your campaign<br /> Create brand awareness<br /> Drive site traffic<br /> Provide insight in influentials<br /> Allow for dialogue<br /> Deserve your attention!<br />www.copernica.com<br />
  17. 17. Share-to-Social<br />2. Social media<br />www.copernica.com<br />
  18. 18. 2. Social media<br />Share-to-Social<br />www.copernica.com<br />
  19. 19. 2. Social media<br />Share-to-Social<br />www.copernica.com<br />
  20. 20. 2. Social media<br />Share-to-Social<br />www.copernica.com<br />
  21. 21. 2. Social media<br />Further integration<br /> Website – social shopping<br /> E-mail signature<br />Corporate branding<br />Personal branding<br />www.copernica.com<br />
  22. 22. Of retailers are NOT sending a welcome series to engage new e-mail subscribers.Listrak(2010)<br />Of retailers DON’T send abandoned cart e-mails to customersEmail Institute (2011)<br />99%<br />69%<br />3. Customer life cycle<br />The next step for e-mail marketing<br />
  23. 23. Of retailers DON’T allow subscribers to reduce the number of e-mails they receive.Smith-Harmon (2010)<br />The costs are involved in untargeted e-mail programs as in targeted programs.Relevancy Group (2010)<br />65%<br />3.6x<br />3. Customer life cycle<br />The next step for e-mail marketing<br />
  24. 24. 3. Customer life cycle<br />Power to the customer!<br /> Manage data<br /> Preference centre<br />‘My-community’<br />
  25. 25. 3. Customer life cycle<br />Marketing automation 1/3<br /> Event driven e-mail<br />Right timing<br />Personal touch<br />Relevant content<br />Improves CTR up to 400%!<br />www.copernica.com<br />
  26. 26. 3. Customer life cycle<br />Marketing automation 2/3<br /> Re-targeting<br />Abandoned shopping carts<br />Winback (The untouchables)<br /> Cross & upsell<br />www.copernica.com<br />
  27. 27. 3. Customerlifecycle<br />Marketing automation - Birthday<br />www.copernica.com<br />
  28. 28. 3. Customerlifecycle<br />Marketing automation– End of Guarantee<br />www.copernica.com<br />
  29. 29. 3. Customerlifecycle<br />Marketing automation- Retention<br />www.copernica.com<br />
  30. 30. Of companies carry out regular testing for e-mail marketing, 25% sometimes do tests, 13% don’t test at all.Econsultancy(2011)<br />Of e-mail in Europe is not delivered, 3.7% ends up in junk/bulk and 85% finds the inbox.Return Path (2010)<br />32%<br />11%<br />4. Optimization<br />Key to e-mail delivery and effect<br />
  31. 31. 4. Optimization<br />Testing is just a means to reach your goal.<br />Sounds easy, doesn’t it?<br />www.copernica.com<br />
  32. 32. 4. Optimization<br />A/B Testing<br />Define your KPI<br />Automate the rest<br />www.copernica.com<br />
  33. 33. 4. Optimization<br />A/B Testing<br />Type of test: abandoned shopping cart e-mail, call-to-action<br />‘click here to see your movies’vs. ‘save 5 dollars on your order’<br />‘Save’ : <br />36% more orders &<br />59% more products sold per order<br />‘Your Movies’:<br />2% more clicks<br />www.copernica.com<br />
  34. 34. 4. Optimization<br />A/B Testing<br />€5,- coupon<br />€10,- coupon<br />Downloads: 2379<br />Scanned in store:1329 (56%)<br />Downloads: 2019<br />Scanned in store: 1237 (61%)<br />www.copernica.com<br />
  35. 35. 4. Optimization<br />A/B Testing<br />Source: MarketingSherpa 2009<br />www.copernica.com<br />
  36. 36. 4. Optimization<br />Deliverability<br />SPF<br /> SenderID<br /> DKIM<br /> HTML check<br /> SPAM check<br /> Blacklisting<br /> Renderability<br />www.copernica.com<br />
  37. 37. Of mobile e-mail users check their e-mail via mobile more than once a day (31% more than 4 times daily).eMarketer (2011)<br />More time is spent on checking e-mail on mobile devices than on any other online mobile activity (US).Nielsen(2010)<br />63%<br />300%<br />5. Mobile<br />Interlocks with e-mail<br />
  38. 38. 5. Mobile<br />Some more figures on mobile:<br />40% of consumers with access to mobile internet look for information on their mobile, before searching on the PC.<br />41% of time spent on mobile internet is focused on e-mail.<br />Every month: 50.000 extra consumers are online via mobile.<br />
  39. 39. 5. Mobile<br />
  40. 40. 5. Mobile<br />Challenges 2011<br />Edit and optimize for mobile devices (website, e-mails, apps)<br />68% of companies don’t use a mobile version of their website<br />Automated campaigns (cross-channel)<br />Development of mobile applications linked to central database<br />www.copernica.com<br />
  41. 41. Wrap-up<br />Be relevant!<br />Integratesocial<br />Harvestdata and useitsmartly<br />Improvebytestingevery single touch point<br />Optimizeyourcampaignforeverydevice<br />www.copernica.com<br />
  42. 42. Copernica Marketing Software<br />Leading software for e-mail marketing, landing pages, mobile & automated campaigns<br /> Powerful e-mail marketing<br /> Elaborate campaign statistics<br /> Customer life cycle campaigns<br /> High e-mail deliverability and spam checking<br /> Dynamic content in mailings<br /> Split-run testing (A/B)<br />Plugins available for:<br />www.copernica.com<br />
  43. 43. Questions?<br />Leave your business card &<br />you will be the first to receive the presentation, <br />our exclusive whitepaper on optimizing your marketing campaigns<br />+an offer to start testing with Copernica!<br />Walter van der Scheer<br />Sales manager<br />T: +31 (0)23 – 75 10 500<br />E: walter.vanderscheer@copernica.com<br />Visit stand number S018 for a live demonstration!<br />http://www.linkedin.com/in/waltervanderscheer<br />@wvanderscheer<br />www.copernica.com<br />

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