Elke marketeer houdt van loyale klanten. Maar hoe bereikt u ze? Met e-mailmarketing. Maar daarvoor hebt u wel gegevens nodig en helaas geven klanten die niet graag. E-mailmarketing Specialist Patrick legt in vier stappen tijdens een interactieve presentatie uit hoe u klanten wel zover krijgt om zelfs meer dan één aankoop te doen.

1. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Behaal meer conversie door Omnichannel E-mailmarketing
Patrick van Wattum – Team Lead E-mailmarketing
Donderdag 17 maart 2016

2. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Agenda
• Voorstellen
• Waar ga je beginnen?
• Stappenplan
• Hoeveel draagt e-mailmarketing bij?

3. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Voorstellen
Nominatie E-mail M|V 2014
Blogger bij:
Patrick van Wattum
Team lead E-mailmarketin
ISM eCompany
p.vanwattum@ism.nl
+32 (0)14 57 46 45
www.ismecompany.be
@emarketeer84 | https://nl.linkedin.com/in/patrickvanwattum
Werkt voor o.a. Formido, Bent, Fatboy, Kixx, Duifhuizen, Xindao, Open32,
Fietsenwinkel, Simon Lévelt, ExperienceTravel, Sanitairwinkel, State of Art

4. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success

5. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success

6. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. Fundament

7. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. Responsive mailings

8. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. Integratie van je winkels / vestigingen

9. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. Uitschrijfpagina

10. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. Welkomstcampagne

11. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. Welkomstcampagne

12. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. Persoonlijk

13. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. E-mailadressen verzamelen

14. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. E-mailadressen verzamelen

15. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. E-mailadressen verzamelen

16. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 1. E-mailadressen verzamelen

17. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. Automatische campagnes

18. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2: Achtergelaten winkelwagen campagne
Uitsluiten:
- Online aankopen
- Offline aankopen
- Offline contact

19. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. Reactivatiecampagne
8,33% CR
Is hij in de winkels geweest?
Niet mee gedaan met acties?

20. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2: Verjaardagscampagne
7,40% CR

21. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. Cross/Upsell
0,92% CR
11% CTO

22. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. NPS e-mail
40% CTO

23. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. NPS na boeking / persoonlijk contact
37% CTR

24. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. Wat vindt u van deze e-mail?

25. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. Wat vindt u van deze e-mail?

26. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. Maak transactioneel leuk!

27. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. Ook na de levering (engagement)

28. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 2. Mailpressure
5 mails per dag, of gewoon 1?
Maar welke mails dan?

29. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success

30. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Profielverrijking &
gepersonaliseerde content

31. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Profielverrijking
1,9% CTR

32. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Profielverrijking
2,4% CTR
71% van totale kliks

33. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3.
Voorkeuren van de ontvanger:
- Bestemming: Azië
- Fase: Oriënteren
Content afkomstig van de website
45-50% open
10% klik

34. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3.
Voorkeuren van de ontvanger:
Bestemming: Droomeilanden
Bestemming: Mauritius
Type: Strandvakantie
Fase: Interesse
Content afkomstig van de website

35. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Omni-channel personaliseren

36. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3.
1. Categorie Truien &
Vesten
Klik: Truien & Vesten

37. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Onsite behavior
Filter: M, 38
1. Categorie Truien &
Vesten
2. Maat: M
3. Maat: 38

38. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Onsite behavior
Klik: Vest “Victoria”
Black
1. Categorie Truien
& Vesten
2. Maat: M
3. Maat: 38
4. Kleur: Black /
Zwart
5. Prijscategorie:
€100 - €150
6. Product bekeken:
Vest Victoria

39. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Onsite behavior
Inschrijven voor de
nieuwsbrief
1. Categorie Truien &
Vesten
2. Maat: M
3. Maat: 38
4. Kleur: Black / Zwart
5. Prijscategorie: €100 -
€150
6. Product bekeken:
Vest Victoria
Profielgegevens
worden weg-
geschreven bij het e-
mailadres

40. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Onsite behavior
Shop wordt gepersonaliseerd
1. Categorie Truien &
Vesten
2. Maat: M
3. Maat: 38
4. Kleur: Black / Zwart
5. Prijscategorie: €100
- €150
6. Product bekeken:
Vest Victoria

41. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Onsite behavior

42. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Onsite behavior
Vaste elementen op de website

43. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 3. Onsite behavior
Liquid elementen op de website gebaseerd op klikgedrag

44. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success

45. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Stap 4. E-mailmarketing 3.0

46. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Men registreert zich….

47. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Klikt in de e-mail….

48. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Maakt een conversie….

49. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Maakt een conversie….
iedere actie of stap
• krijgt men punten (achterkant)
• krijgt men een status (voorkant)
(dit draait naast je standaard loyaliteitsprogramma)

50. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success

51. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
In de praktijk
Verstuurd: -1 punt
Open: +1 punt
Klik: +3 punten
Afmelden: -10 punten
Conversie: +20 punten

52. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Puntentelling
Gebruiker maakt account aan +20 punten
Gebruiker maakt conversie +100 punten
Gebruiker doet herhaalaankoop +125 punten
Gebruiker verlaat winkelwagen -10 punten
Subtotaal +235 punten
Gebruiker opent e-mail +1 punten
Gebruiker geef interesse door +20 punten
Gebruiker opent de e-mail 6 mnd niet -21 punten
Gebruiker klikt in de e-mail +3 punten
Subtotaal +3 punten
GOLD
238 punten
Event uitnodiging
DIAMOND
Nog 62 punten
Gratis USB stick bij
volgende bestelling
PINNACLE
Nog 262 punten
10% kortingscode

53. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Inspiratie….

54. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Hoe hoger de punten, hoe loyaler de klant

55. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Hoeveel draagt e-mailmarketing nou bij?

56. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Hoeveel draagt e-mailmarketing nou bij?

57. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Hoeveel draagt e-mailmarketing nou bij?

58. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
Rapportage per mailing. Wat levert het op?

59. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success

60. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
ADVIES // PRESENTATIE // VRAGEN
Lever je VISITEKAARTJE in en
ontvang als eerste GRATIS de presentatie in je mailbox
OF LOOP LANGS DE STAND NR S70

61. We maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce successWe maximize your e-commerce success
iedere actie of stap
• krijgt men punten (achterkant)
• krijgt men een status (voorkant)
(dit draait naast je standaard loyaliteitsprogramma)
Vragen en/of ben jij de e-mailmarketeer
die wij zoeken?
www.ismecompany.be
Patrick van Wattum
Team lead E-mailmarketing
p.vanwattum@ism.nl
+32 (0)14 57 46 45