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.

1. Dialogue marketing that improves conversion. Instantly! Walter van der Scheer @wvanderscheer March 31st, 2011 www.copernica.com

2. Copernica Marketing Software Leading software for e-mail marketing, landing pages, mobile & automated campaigns Powerful e-mail marketing Elaborate campaign statistics Customer life cycle campaigns High e-mail deliverability and spam checking Dynamic content in mailings Split-run testing (A/B) www.copernica.com

3. Topics E-mail marketing trends Ready-to-use tips Content relevance Social media Customer life cycle Optimizing Mobile www.copernica.com

4. Conversion www.copernica.com

5. “We don’t want customers, we want fans!” Frits van Eerd, CEO of Jumbo supermarkets and CEO of the year 2010 Succes == Customer focus == Dialogue ENGAGEMENT www.copernica.com

6. Trends in e-mail marketing Intelligent & social inboxes Hotmail Sweep & Active Views Gmail Priority Inbox Facebook Messages Relevance is essential! www.copernica.com

7. Trends in e-mail marketing Effect of the economic situation www.copernica.com

8. Trends in e-mail marketing It’s all in the mix www.copernica.com

9. Trends in e-mail marketing Small investment, maximum ROI

10. of all companies point delivery of relevant content to customers (both B2B & B2C) out as this years challenge.MarketingSherpa (2010) Of US online marketers use dynamic content in their e-mail design.Lyris (2010) 56 % 40 % 1. Content relevance Essential to e-mail www.copernica.com

11. 1. Content relevance Source: e-Dialog Centre for Digital Marketing Excellence www.copernica.com

12. 1. Content relevance www.copernica.com

13. 1. Content relevance Listen! Harvest available data Preferences Order history Campaign results www.copernica.com

14. 1. Content relevance Listen! Integrate Google Analytics Enrich profiles Add dynamic content www.copernica.com

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) Of shoppers prefer to receive promotions through e-mail rather than via social media (preferred by only 9%)CrossView (2011) 60% 39% 2. Social media Interlocks with e-mail

16. Share-to-Social : known benefits 2. Social media Extend the reach of your campaign Create brand awareness Drive site traffic Provide insight in influentials Allow for dialogue Deserve your attention! www.copernica.com

17. Share-to-Social 2. Social media www.copernica.com

18. 2. Social media Share-to-Social www.copernica.com

19. 2. Social media Share-to-Social www.copernica.com

20. 2. Social media Share-to-Social www.copernica.com

21. 2. Social media Further integration Website – social shopping E-mail signature Corporate branding Personal branding www.copernica.com

22. Of retailers are NOT sending a welcome series to engage new e-mail subscribers.Listrak(2010) Of retailers DON’T send abandoned cart e-mails to customersEmail Institute (2011) 99% 69% 3. Customer life cycle The next step for e-mail marketing

23. Of retailers DON’T allow subscribers to reduce the number of e-mails they receive.Smith-Harmon (2010) The costs are involved in untargeted e-mail programs as in targeted programs.Relevancy Group (2010) 65% 3.6x 3. Customer life cycle The next step for e-mail marketing

24. 3. Customer life cycle Power to the customer! Manage data Preference centre ‘My-community’

25. 3. Customer life cycle Marketing automation 1/3 Event driven e-mail Right timing Personal touch Relevant content Improves CTR up to 400%! www.copernica.com

26. 3. Customer life cycle Marketing automation 2/3 Re-targeting Abandoned shopping carts Winback (The untouchables) Cross & upsell www.copernica.com

27. 3. Customerlifecycle Marketing automation - Birthday www.copernica.com

28. 3. Customerlifecycle Marketing automation– End of Guarantee www.copernica.com

29. 3. Customerlifecycle Marketing automation- Retention www.copernica.com

30. Of companies carry out regular testing for e-mail marketing, 25% sometimes do tests, 13% don’t test at all.Econsultancy(2011) Of e-mail in Europe is not delivered, 3.7% ends up in junk/bulk and 85% finds the inbox.Return Path (2010) 32% 11% 4. Optimization Key to e-mail delivery and effect

31. 4. Optimization Testing is just a means to reach your goal. Sounds easy, doesn’t it? www.copernica.com

32. 4. Optimization A/B Testing Define your KPI Automate the rest www.copernica.com

33. 4. Optimization A/B Testing Type of test: abandoned shopping cart e-mail, call-to-action ‘click here to see your movies’vs. ‘save 5 dollars on your order’ ‘Save’ : 36% more orders & 59% more products sold per order ‘Your Movies’: 2% more clicks www.copernica.com

34. 4. Optimization A/B Testing €5,- coupon €10,- coupon Downloads: 2379 Scanned in store:1329 (56%) Downloads: 2019 Scanned in store: 1237 (61%) www.copernica.com

35. 4. Optimization A/B Testing Source: MarketingSherpa 2009 www.copernica.com

36. 4. Optimization Deliverability SPF SenderID DKIM HTML check SPAM check Blacklisting Renderability www.copernica.com

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) More time is spent on checking e-mail on mobile devices than on any other online mobile activity (US).Nielsen(2010) 63% 300% 5. Mobile Interlocks with e-mail

38. 5. Mobile Some more figures on mobile: 40% of consumers with access to mobile internet look for information on their mobile, before searching on the PC. 41% of time spent on mobile internet is focused on e-mail. Every month: 50.000 extra consumers are online via mobile.

39. 5. Mobile

40. 5. Mobile Challenges 2011 Edit and optimize for mobile devices (website, e-mails, apps) 68% of companies don’t use a mobile version of their website Automated campaigns (cross-channel) Development of mobile applications linked to central database www.copernica.com

41. Wrap-up Be relevant! Integratesocial Harvestdata and useitsmartly Improvebytestingevery single touch point Optimizeyourcampaignforeverydevice www.copernica.com

42. Copernica Marketing Software Leading software for e-mail marketing, landing pages, mobile & automated campaigns Powerful e-mail marketing Elaborate campaign statistics Customer life cycle campaigns High e-mail deliverability and spam checking Dynamic content in mailings Split-run testing (A/B) Plugins available for: www.copernica.com

43. Questions? Leave your business card & you will be the first to receive the presentation, our exclusive whitepaper on optimizing your marketing campaigns +an offer to start testing with Copernica! Walter van der Scheer Sales manager T: +31 (0)23 – 75 10 500 E: walter.vanderscheer@copernica.com Visit stand number S018 for a live demonstration! http://www.linkedin.com/in/waltervanderscheer @wvanderscheer www.copernica.com