Emailforum 2009 Brussels Presentation - Challenges of e-marketeers

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It's not about e-mailmarketing. It's about you, and your relations. What challenges do e-marketeers face nowadays and how can you act to them? This presentation contains practical tips and cases that work!

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Emailforum 2009 Brussels Presentation - Challenges of e-marketeers

  1. 1. Wednesday, November 18nd Walter van der Scheer Sales manager “ You talking to me?” Dialogue marketing: your challenges
  2. 2. <ul><li>Subjects </li></ul><ul><li>What is Copernica Marketing Software? </li></ul><ul><li>Three steps of an effective e-marketing program </li></ul><ul><li>Dialogue marketing: your challenges </li></ul><ul><li>Case study </li></ul>
  3. 3. What is Copernica Marketing Software? Copernica is the most complete software for campaigns with: - E-mail - Webpages - Mobile messaging - PDF
  4. 4. <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>1900+ marketeers / 150+ partners </li></ul><ul><li>SOAP API </li></ul><ul><li>Special reseller license available </li></ul>
  5. 5. To name but a few...
  6. 6. Three steps of an effective e-marketing program <ul><li>The three steps </li></ul><ul><li>Step 1: Database Management </li></ul><ul><li>Create a central database </li></ul><ul><li>Step 2: Document Management </li></ul><ul><li>Relevancy </li></ul><ul><li>Step 3: Response Management </li></ul><ul><li>List hygiene & dialogue marketing </li></ul>
  7. 7. <ul><li>Four decision points in e-mailings </li></ul><ul><li>A: Who's it from? </li></ul><ul><li>B: Does the preview appeal to me? </li></ul><ul><li>C: Is the content relevant? </li></ul><ul><li>D: Do I want to click-through? </li></ul>
  8. 8. c Dialogue marketing: Your challenges
  9. 9. c Dialogue marketing: Your challenges How do I create an optin database & collect relevant data?
  10. 10. c How do I improve my website conversion? Dialogue marketing: Your challenges
  11. 11. c How can I individualize my content? Dialogue marketing: Your challenges
  12. 12. c How can I generate more shop traffic? Dialogue marketing: Your challenges
  13. 13. c How do I collect data on my relations? Dialogue marketing: Your challenges
  14. 14. c How do I reach the inbox? Dialogue marketing: Your challenges
  15. 15. c Which customer touchpoints can I automate? Dialogue marketing: Your challenges
  16. 16. <ul><li>Dialogue marketing – Your 7 challenges </li></ul><ul><li>How can I </li></ul><ul><li>Create an optin database & collect relevant data </li></ul><ul><li>Improve website conversion </li></ul><ul><li>Individualize my content </li></ul><ul><li>Generate more shop traffic </li></ul><ul><li>Collect data on your relations </li></ul><ul><li>Reach the inbox </li></ul><ul><li>Automate customer touch points </li></ul>
  17. 17. c Dialogue marketing: Your challenges How do I create an optin database & collect relevant data?
  18. 18. <ul><li>Challenge 1: How do I create an optin database? </li></ul><ul><li>Print mailings with PURL’s </li></ul>Postcard PURL E-mail with voucher
  19. 19. c How do I improve my website conversion? Dialogue marketing: Your challenges
  20. 20. <ul><li>Challenge 2: How do I improve my website conversion </li></ul><ul><li>Whitepaper marketing </li></ul><ul><li>Meet Mark Ting </li></ul><ul><li>Strategy director </li></ul><ul><li>Browsing online for marketing tips </li></ul>
  21. 21. Challenge 2: How do I improve my website conversion Whitepaper marketing
  22. 22. Challenge 2: How do I improve my website conversion Whitepaper marketing
  23. 23. You’ve got mail Challenge 2: How do I improve my website conversion Whitepaper marketing
  24. 24. You’ve got mail! Challenge 2: How do I improve my website conversion Whitepaper marketing
  25. 25. Challenge 2: How do I improve my website conversion Whitepaper marketing
  26. 26. <ul><li>E-mail newsletters based on interests </li></ul><ul><li>Telemarketing </li></ul><ul><li>Event driven contacts </li></ul><ul><li>Mobile campaigns </li></ul><ul><li>Questionnaires </li></ul><ul><li>Event invitations </li></ul>Challenge 2: How do I improve my website conversion Whitepaper marketing
  27. 27. c How can I individualize my content? Dialogue marketing: Your challenges
  28. 28. <ul><li>Challenge 3: Individualize your content </li></ul><ul><li>Previewpane </li></ul><ul><li>Provide a webversion </li></ul><ul><li>Create a strong header </li></ul><ul><li>Personalize your message </li></ul><ul><li>Your intro must be short </li></ul><ul><li>Make use of an index </li></ul>
  29. 29. <ul><li>Challenge 3: Individualize your content </li></ul><ul><li>Preferences </li></ul><ul><li>Subscription form </li></ul>
  30. 30. <ul><li>Challenge 3: Individualize your content </li></ul><ul><li>Preferences </li></ul><ul><li>Subscription form </li></ul><ul><li>Personalize your message </li></ul>
  31. 31. <ul><li>Challenge 3: Individualize your content </li></ul><ul><li>Preferences </li></ul><ul><li>Subscription form </li></ul><ul><li>Personalize your message </li></ul><ul><li>Create interaction, follow-up actions </li></ul>
  32. 32. <ul><li>Challenge 3: Individualize your content </li></ul><ul><li>Preferences </li></ul><ul><li>Subscription form </li></ul><ul><li>Personalize your message </li></ul><ul><li>Create interaction, follow-up actions </li></ul><ul><li>Make use of external content </li></ul><ul><li>(HTML or RSS) </li></ul>
  33. 33. <ul><li>Challenge 3: Individualize your content </li></ul><ul><li>Preferences </li></ul><ul><li>Subscription form </li></ul><ul><li>Personalize your message </li></ul><ul><li>Create interaction, follow-up actions </li></ul><ul><li>Make use of external content </li></ul><ul><li>(HTML or RSS) </li></ul>
  34. 34. Challenge 3: Individualize your content Product feeds
  35. 35. c How can I generate more shop traffic? Dialogue marketing: Your challenges
  36. 36. Challenge 4: Generate more shop traffic E-coupons
  37. 37. c How do I collect data on my relations? Dialogue marketing: Your challenges
  38. 38. <ul><li>Challenge 5: Collect data </li></ul><ul><li>Orders & follow up </li></ul><ul><li>Questionnaires </li></ul><ul><li>Cross- and upselling </li></ul>
  39. 39. Challenge 5: Collect data Change profile web forms
  40. 40. c How do I reach the inbox? Dialogue marketing: Your challenges
  41. 41. Challenge 6: How do I reach the inbox? Document checks Challenge
  42. 42. <ul><li>Challenge 6: How do I reach the inbox? </li></ul><ul><li>List hygiene </li></ul><ul><li>Non-response </li></ul><ul><li>Bounce management </li></ul><ul><li>Unsubscribes </li></ul>
  43. 43. c Which customer touchpoints can I automate? Dialogue marketing: Your challenges
  44. 44. <ul><li>Challenge 7: Which customer touch points can I automate? </li></ul><ul><li>Birthday (the usual suspect!) </li></ul><ul><li>Abandoned shopping cart </li></ul><ul><li>First purchase </li></ul><ul><li>End of guarantee </li></ul><ul><li>No purchases in the past year </li></ul><ul><li>Questionnaire after purchase </li></ul><ul><li>Cross- and up selling </li></ul><ul><li>Loyalty program </li></ul><ul><li>Invitations </li></ul><ul><li>You’ve been a customer for > 5 yrs </li></ul><ul><li>No activity last 6 months </li></ul>
  45. 45. <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>
  46. 46. About Modewereld Flow diagram
  47. 47. <ul><li>Case study: Modewereld </li></ul><ul><li>Mijnmodewereld.nl </li></ul><ul><li>Loyalty card holders access their personal profile directly </li></ul><ul><li>Live since March 2009 </li></ul>
  48. 48. 1234567 16720 16720 1234567 What’s in it for me! Call to action Case study: Modewereld Introduction e-mailing
  49. 49. <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>Case study: Modewereld
  50. 50. <ul><li>Case study: Modewereld </li></ul><ul><li>Impressions </li></ul>
  51. 51. <ul><li>Case study: Modewereld </li></ul><ul><li>Clicks </li></ul>
  52. 52. <ul><li>Bounces received a printmailing </li></ul><ul><li>Profiles without e-mailaddress received a postmailing with a PURL </li></ul><ul><li>Non Responders received a reminder </li></ul><ul><li>Responders received an e-coupon </li></ul><ul><li>Shop traffic & conversion was measured </li></ul>Case study: Modewereld Follow up
  53. 53. <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>1900+ marketeers / 150+ partners </li></ul><ul><li>SOAP API </li></ul><ul><li>Special reseller license available </li></ul>
  54. 54. License fees (end-user) Online training: € 225,- Get started with our trial period: Initial costs Monthly fee License - € 150,- Users 1-5* - € 50,- 6-10* - € 25,- > 10* - € 10,- * Fee per user Variable costs E-mail (per message sent) € 0,02 - € 0,002 Sms (per message sent) € 0,12 - € 0,08 Webpages (per page per month) € 2 - € 1
  55. 55. Thank you for your attention 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: Sheets 2: Three whitepapers with practical tips 3: A special offer

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