Thursday, October 22nd Walter van der Scheer Sales manager Copernica Marketing Software
c Dialogue marketing: Your challenges
c How do I create real-time measurable campaigns? Dialogue marketing: Your challenges
c Dialogue marketing: Your challenges  How do I setup a central marketing database?
c Which customer touchpoints can I automate?   Dialogue marketing: Your challenges
c How do I target my content for each individual recipient? Dialogue marketing: Your challenges
c How do I collect data on my relations?   Dialogue marketing: Your challenges
What is Copernica Marketing Software?  Copernica is the most complete software for campaigns with: - E-mail - Webpages - M...
<ul><li>In this presentation </li></ul><ul><li>The essence of dialogue marketing </li></ul><ul><li>How to optimize your e-...
<ul><li>The essence of dialogue marketing </li></ul><ul><li>  Di.a.logue   the; noun dī-ə-lȯg </li></ul><ul><li>A convers...
The essence of dialogue marketing
<ul><li>Copernica Marketing Software </li></ul><ul><li>Complete software-as-a-service to execute campaigns yourself </li><...
To name just a few...
The essence of dialogue marketing &quot;You talking to me?&quot;  Taxi Driver 1976
<ul><li>Four decision points in e-mailings </li></ul><ul><li>How do I optimize my e-mailing? </li></ul><ul><li>E-mail news...
<ul><li>Four decision points in e-mailings </li></ul><ul><li>1: Who's it from? </li></ul><ul><li>2: Does the preview appea...
<ul><li>Case Study Modewereld </li></ul><ul><li>About Modewereld (Fashion World) </li></ul><ul><li>Introduction to existin...
<ul><li>About Modewereld </li></ul><ul><li>The organization </li></ul><ul><li>Fashion retailer with 4000m 2  floorspace </...
<ul><li>About Modewereld </li></ul><ul><li>The challenge </li></ul><ul><li>Improve loyalty </li></ul><ul><li>Stimulate sto...
<ul><li>About Modewereld </li></ul><ul><li>The solution </li></ul><ul><li>Development of loyalty program 'mijnmodewereld.n...
About Modewereld Flow
<ul><li>About Modewereld </li></ul><ul><li>Mijnmodewereld.nl </li></ul><ul><li>Collecting data </li></ul><ul><ul><li>Name,...
<ul><li>About Modewereld </li></ul><ul><li>Mijnmodewereld.nl </li></ul><ul><li>Personal profile page online for members (L...
<ul><li>Introduction phases mijnmodewereld.nl </li></ul><ul><li>1: Introduction to existing customers </li></ul><ul><li>2:...
1234567 16720 16720 1234567 1: Introduction to existing customers What’s in it for me! Call to action
<ul><li>1: Introduction to existing customers </li></ul><ul><li>Results </li></ul><ul><li>Total number of customers   2900...
2: Conversion to complete profiles Traffic to mijnmodewereld.nl
<ul><li>2: Conversion to complete profiles </li></ul><ul><li>Profile page </li></ul><ul><li>Personal details </li></ul>
<ul><li>2: Conversion to complete profiles </li></ul><ul><li>Profile page </li></ul><ul><li>Personal details </li></ul><ul...
<ul><li>2: Conversion to complete profiles </li></ul><ul><li>Profile page </li></ul><ul><li>Personal details </li></ul><ul...
<ul><li>2: Conversion to complete profiles </li></ul><ul><li>Complete your personal details and receive inventives </li></...
<ul><li>3: Stimulating shop traffic </li></ul><ul><li>Granting e-coupons </li></ul><ul><li>Barcode based on customer ID an...
<ul><li>3: Stimulating shop traffic </li></ul><ul><li>E-coupon </li></ul><ul><li>After adding profile data </li></ul>
<ul><li>3: Stimulating shop traffic </li></ul><ul><li>E-coupon </li></ul><ul><li>After indicating interests </li></ul>
<ul><li>3: Stimulating shop traffic </li></ul><ul><li>Conversion from e-coupons </li></ul><ul><li>Coupon value € 5,-  € 10...
<ul><li>3: Stimulating shop traffic </li></ul><ul><li>Personal campaigns 1/2 </li></ul><ul><li>After registration </li></u...
<ul><li>3: Stimulating shop traffic </li></ul><ul><li>Personal campaigns 2/2 </li></ul><ul><li>Birthday mailing </li></ul>...
<ul><li>3: Stimulating shop traffic </li></ul><ul><li>Discount sticker campaign (3 days) </li></ul><ul><li>Number of stick...
Setting up the back office
Setting up the back office One application (Copernica)
Setting up the back office Database management Target group selections Profile pages
Setting up the back office Database management
Setting up the back office Database management
Setting up the back office Database management
Setting up the back office Extensive insight in profile data Personal data Personal messages Campaign results
Setting up the back office E-mailings Templates Documents
Setting up the back office Direct insight in response
Setting up the back office Direct insight in response
Setting up the back office Deliverability 1/4
Setting up the back office Deliverability 2/4
Setting up the back office Deliverability 3/4
Setting up the back office Deliverability 4/4
Setting up the back-office PDF documents Templates Documents
<ul><li>Automated sales actions </li></ul><ul><li>Which events from the 'customer life cycle' come to mind? </li></ul><ul>...
<ul><li>Lessons learned </li></ul><ul><li>Build a central database and actively manage it </li></ul><ul><li>Construct resu...
The essence of dialogue marketing &quot;I'll make him an offer he can't refuse&quot;  The Godfather 1972
Thank you for your time Walter van der Scheer Sales manager T: +31 (0)23-7510500 E: Walter.vanderscheer@copernica.com Link...
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Digital Marketing First 2009 Key note presentation Copernica BV

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Keynote presentation of Walter van der Scheer (Copernica BV) @ Digital Marketing First in Brussels (October 22nd, 2009).

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Digital Marketing First 2009 Key note presentation Copernica BV

  1. 1. Thursday, October 22nd Walter van der Scheer Sales manager Copernica Marketing Software
  2. 2. c Dialogue marketing: Your challenges
  3. 3. c How do I create real-time measurable campaigns? Dialogue marketing: Your challenges
  4. 4. c Dialogue marketing: Your challenges How do I setup a central marketing database?
  5. 5. c Which customer touchpoints can I automate? Dialogue marketing: Your challenges
  6. 6. c How do I target my content for each individual recipient? Dialogue marketing: Your challenges
  7. 7. c How do I collect data on my relations? Dialogue marketing: Your challenges
  8. 8. What is Copernica Marketing Software? Copernica is the most complete software for campaigns with: - E-mail - Webpages - Mobile messaging - PDF
  9. 9. <ul><li>In this presentation </li></ul><ul><li>The essence of dialogue marketing </li></ul><ul><li>How to optimize your e-mailings </li></ul><ul><li>Case study dialogue marketing at mijnmodewereld.nl </li></ul><ul><li>Lessons learned </li></ul><ul><li>Questions </li></ul>
  10. 10. <ul><li>The essence of dialogue marketing </li></ul><ul><li> Di.a.logue the; noun dī-ə-lȯg </li></ul><ul><li>A conversation between two persons </li></ul><ul><li>A discussion or exchange of ideas </li></ul>
  11. 11. The essence of dialogue marketing
  12. 12. <ul><li>Copernica Marketing Software </li></ul><ul><li>Complete software-as-a-service to execute campaigns yourself </li></ul><ul><li>E-mail, web, mobile, pdf, surveys </li></ul><ul><li>Multiple languages: Dutch, English, French </li></ul><ul><li>Real-time campaign tracking </li></ul><ul><li>Powerful personalization tools </li></ul><ul><li>Excellent deliverability </li></ul><ul><li>1800+ marketeers / 150+ partners </li></ul><ul><li>SOAP API </li></ul><ul><li>Special reseller license available </li></ul>
  13. 13. To name just a few...
  14. 14. The essence of dialogue marketing &quot;You talking to me?&quot; Taxi Driver 1976
  15. 15. <ul><li>Four decision points in e-mailings </li></ul><ul><li>How do I optimize my e-mailing? </li></ul><ul><li>E-mail newsletters generate a lot of useful information (if performed well). </li></ul><ul><li>Information you can use in follow-up campaigns. </li></ul><ul><li>An e-mailing is an instrument, not a goal. </li></ul><ul><li>(The real work takes off after sending!) </li></ul>
  16. 16. <ul><li>Four decision points in e-mailings </li></ul><ul><li>1: Who's it from? </li></ul><ul><li>2: Does the preview appeal to me? </li></ul><ul><li>3: Is the content relevant? </li></ul><ul><li>4: Do I want to click-through? </li></ul>Leave us your business card and tomorrow our best-practice tips will be delivered to your inbox or visit our workshop @ 13:30 (Room 1)
  17. 17. <ul><li>Case Study Modewereld </li></ul><ul><li>About Modewereld (Fashion World) </li></ul><ul><li>Introduction to existing customers </li></ul><ul><li>Conversion to optimized profiles </li></ul><ul><li>Stimulating shop traffic </li></ul><ul><li>Setting up the back office </li></ul>
  18. 18. <ul><li>About Modewereld </li></ul><ul><li>The organization </li></ul><ul><li>Fashion retailer with 4000m 2 floorspace </li></ul><ul><li>Customers are all members of a family </li></ul><ul><li>Database of 29.000 customers </li></ul>
  19. 19. <ul><li>About Modewereld </li></ul><ul><li>The challenge </li></ul><ul><li>Improve loyalty </li></ul><ul><li>Stimulate store (re-)visits </li></ul><ul><li>Get insight in customer profile </li></ul>
  20. 20. <ul><li>About Modewereld </li></ul><ul><li>The solution </li></ul><ul><li>Development of loyalty program 'mijnmodewereld.nl’ </li></ul><ul><li>Integration of marketing software and community through SOAP API </li></ul><ul><li>Multichannel campaigning with print, web and e-mail </li></ul><ul><li>Event driven touchpoints </li></ul>
  21. 21. About Modewereld Flow
  22. 22. <ul><li>About Modewereld </li></ul><ul><li>Mijnmodewereld.nl </li></ul><ul><li>Collecting data </li></ul><ul><ul><li>Name, Address, Location </li></ul></ul><ul><ul><li>Date of birth </li></ul></ul><ul><ul><li>Family members </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Favourite brands </li></ul></ul><ul><ul><li>Campaign results </li></ul></ul><ul><li>Customer life cycle </li></ul><ul><ul><li>Bonuspoints </li></ul></ul><ul><ul><li>Personal events (birthday) </li></ul></ul><ul><ul><li>No store visits for x length of time </li></ul></ul>
  23. 23. <ul><li>About Modewereld </li></ul><ul><li>Mijnmodewereld.nl </li></ul><ul><li>Personal profile page online for members (Loyalty card) </li></ul><ul><li>Live since March 2009 </li></ul>
  24. 24. <ul><li>Introduction phases mijnmodewereld.nl </li></ul><ul><li>1: Introduction to existing customers </li></ul><ul><li>2: Conversion to complete profiles </li></ul><ul><li>3: Stimulation of store (re-)visits </li></ul>
  25. 25. 1234567 16720 16720 1234567 1: Introduction to existing customers What’s in it for me! Call to action
  26. 26. <ul><li>1: Introduction to existing customers </li></ul><ul><li>Results </li></ul><ul><li>Total number of customers 29000 </li></ul><ul><li>Profiles with e-mail address 9336 (32%) </li></ul><ul><li>Bounces 1901 (20%) </li></ul><ul><li>Delivered 7435 (80%) </li></ul><ul><li>Opened 3877 (52%) </li></ul><ul><li>Click-throughs 2692 (69%) </li></ul>Bounces were used for a printmailing with a link to a PURL
  27. 27. 2: Conversion to complete profiles Traffic to mijnmodewereld.nl
  28. 28. <ul><li>2: Conversion to complete profiles </li></ul><ul><li>Profile page </li></ul><ul><li>Personal details </li></ul>
  29. 29. <ul><li>2: Conversion to complete profiles </li></ul><ul><li>Profile page </li></ul><ul><li>Personal details </li></ul><ul><li>Personal messages </li></ul>
  30. 30. <ul><li>2: Conversion to complete profiles </li></ul><ul><li>Profile page </li></ul><ul><li>Personal details </li></ul><ul><li>Personal messages </li></ul><ul><li>Overview of points </li></ul><ul><li>collected </li></ul>
  31. 31. <ul><li>2: Conversion to complete profiles </li></ul><ul><li>Complete your personal details and receive inventives </li></ul><ul><li>Personal inbox </li></ul>
  32. 32. <ul><li>3: Stimulating shop traffic </li></ul><ul><li>Granting e-coupons </li></ul><ul><li>Barcode based on customer ID and campaign </li></ul><ul><li>Management in marketing software </li></ul><ul><li>Font for barcode was added </li></ul><ul><li>Scan at cash register </li></ul>
  33. 33. <ul><li>3: Stimulating shop traffic </li></ul><ul><li>E-coupon </li></ul><ul><li>After adding profile data </li></ul>
  34. 34. <ul><li>3: Stimulating shop traffic </li></ul><ul><li>E-coupon </li></ul><ul><li>After indicating interests </li></ul>
  35. 35. <ul><li>3: Stimulating shop traffic </li></ul><ul><li>Conversion from e-coupons </li></ul><ul><li>Coupon value € 5,- € 10,- </li></ul><ul><li>Total number downloaded 2379 2019 </li></ul><ul><li>Total scanned in shop 1329 (56%) 1237 (61%) </li></ul>Wow, higher discounts, higher conversion! Could we've expected that?...?!
  36. 36. <ul><li>3: Stimulating shop traffic </li></ul><ul><li>Personal campaigns 1/2 </li></ul><ul><li>After registration </li></ul><ul><li>After adding interests </li></ul><ul><li>Completing profiles </li></ul><ul><li>Total of bonus points </li></ul>
  37. 37. <ul><li>3: Stimulating shop traffic </li></ul><ul><li>Personal campaigns 2/2 </li></ul><ul><li>Birthday mailing </li></ul><ul><li>Holidays </li></ul><ul><li>Interests </li></ul><ul><li>Events </li></ul><ul><li>Special offers </li></ul>
  38. 38. <ul><li>3: Stimulating shop traffic </li></ul><ul><li>Discount sticker campaign (3 days) </li></ul><ul><li>Number of stickers offered 7500 </li></ul><ul><li>Downloaded 919 (12,25%) </li></ul><ul><li>Scanned 255 (27,75%) </li></ul><ul><li>Average purchase value € 150,- </li></ul><ul><li>Total turnover € 38.250,- </li></ul>
  39. 39. Setting up the back office
  40. 40. Setting up the back office One application (Copernica)
  41. 41. Setting up the back office Database management Target group selections Profile pages
  42. 42. Setting up the back office Database management
  43. 43. Setting up the back office Database management
  44. 44. Setting up the back office Database management
  45. 45. Setting up the back office Extensive insight in profile data Personal data Personal messages Campaign results
  46. 46. Setting up the back office E-mailings Templates Documents
  47. 47. Setting up the back office Direct insight in response
  48. 48. Setting up the back office Direct insight in response
  49. 49. Setting up the back office Deliverability 1/4
  50. 50. Setting up the back office Deliverability 2/4
  51. 51. Setting up the back office Deliverability 3/4
  52. 52. Setting up the back office Deliverability 4/4
  53. 53. Setting up the back-office PDF documents Templates Documents
  54. 54. <ul><li>Automated sales actions </li></ul><ul><li>Which events from the 'customer life cycle' come to mind? </li></ul><ul><li>Birthday mailings (indeed, the usual suspect) </li></ul><ul><li>Abandonded shopping cart </li></ul><ul><li>First purchase </li></ul><ul><li>End of guarantee </li></ul><ul><li>No purchases for a whole year </li></ul><ul><li>Survey after purchase </li></ul><ul><li>Cross- and-up selling related products </li></ul><ul><li>Loyalty program </li></ul><ul><li>No profile activity for 6 months </li></ul>
  55. 55. <ul><li>Lessons learned </li></ul><ul><li>Build a central database and actively manage it </li></ul><ul><li>Construct result focussed campaigns. Utilize the results! </li></ul><ul><li>Keep collecting profile information </li></ul><ul><li>Offer relevant content to each recipient </li></ul><ul><li>Schedule event driven contact moments. Start a dialogue! </li></ul><ul><li>Begin! </li></ul>
  56. 56. The essence of dialogue marketing &quot;I'll make him an offer he can't refuse&quot; The Godfather 1972
  57. 57. Thank you for your time Walter van der Scheer Sales manager T: +31 (0)23-7510500 E: Walter.vanderscheer@copernica.com Linkedin: www.linkedin.com/in/waltervdscheer Please leave your businesscard. Tommorow you will receive: 1: Presentation &quot;The four decisionpoints in e-mailings&quot; 2: Three whitepapers with practical tips 3: A special offer <ul><li>Interested in learning more about Copernica? </li></ul><ul><li>Watch a live demonstration </li></ul><ul><li>@ our stand (C.04) </li></ul><ul><li>Join us for a workshop </li></ul><ul><li>@ 13:30 (Copernica, Room 1, UK) </li></ul><ul><li>@ 14:30 (Voice, Room 1, Francais ) </li></ul>

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