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Wednesday, November 18nd Walter van der Scheer Sales manager “ You talking to me?” Dialogue marketing: your challenges
Subjects What is Copernica Marketing Software?  Three steps of an effective e-marketing program Dialogue marketing: your challenges Case study
What is Copernica Marketing Software?  Copernica is the most complete software for campaigns with: - E-mail - Webpages - Mobile messaging - PDF
Copernica Marketing Software Complete software-as-a-service to execute campaigns yourself E-mail, web, mobile, pdf, surveys Multiple languages: Dutch, English, French Real-time campaign tracking Powerful personalization tools Excellent deliverability 1900+ marketeers / 150+ partners SOAP API Special reseller license available
To name but a few...
Three steps of an effective e-marketing program The three steps Step 1: Database Management Create a central database Step 2: Document Management Relevancy Step 3: Response Management List hygiene & dialogue marketing
Four decision points in e-mailings A: Who's it from? B: Does the preview appeal to me? C: Is the content relevant? D: Do I want to click-through?
c Dialogue marketing: Your challenges
c Dialogue marketing: Your challenges  How do I create an optin database & collect relevant data?
c How do I improve my website conversion? Dialogue marketing: Your challenges
c How can I individualize my content? Dialogue marketing: Your challenges
c How can I generate more shop traffic? Dialogue marketing: Your challenges
c How do I collect data on my relations?   Dialogue marketing: Your challenges
c How do I reach the inbox?  Dialogue marketing: Your challenges
c Which customer touchpoints can I automate?  Dialogue marketing: Your challenges
Dialogue marketing – Your 7 challenges How can I Create an optin database & collect relevant data Improve website conversion Individualize my content Generate more shop traffic Collect data on your relations Reach the inbox Automate customer touch points
c Dialogue marketing: Your challenges  How do I create an optin database & collect relevant data?
Challenge 1: How do I create an optin database? Print mailings with PURL’s Postcard PURL E-mail with voucher
c How do I improve my website conversion? Dialogue marketing: Your challenges
Challenge 2: How do I improve my website conversion Whitepaper marketing Meet Mark Ting Strategy director Browsing online for marketing tips
Challenge 2: How do I improve my website conversion Whitepaper marketing
Challenge 2: How do I improve my website conversion Whitepaper marketing
You’ve got mail Challenge 2: How do I improve my website conversion Whitepaper marketing
You’ve got mail! Challenge 2: How do I improve my website conversion Whitepaper marketing
Challenge 2: How do I improve my website conversion Whitepaper marketing
E-mail newsletters based on interests Telemarketing Event driven contacts Mobile campaigns Questionnaires Event invitations Challenge 2: How do I improve my website conversion Whitepaper marketing
c How can I individualize my content? Dialogue marketing: Your challenges
Challenge 3: Individualize your content Previewpane Provide a webversion Create a strong header Personalize your message Your intro must be short Make use of an index
Challenge 3: Individualize your content Preferences Subscription form
Challenge 3: Individualize your content Preferences Subscription form Personalize your message
Challenge 3: Individualize your content Preferences Subscription form Personalize your message Create interaction, follow-up actions
Challenge 3: Individualize your content Preferences Subscription form Personalize your message Create interaction, follow-up actions Make use of external content (HTML or RSS)
Challenge 3: Individualize your content Preferences Subscription form Personalize your message Create interaction, follow-up actions Make use of external content (HTML or RSS)
Challenge 3: Individualize your content Product feeds
c How can I generate more shop traffic? Dialogue marketing: Your challenges
Challenge 4: Generate more shop traffic E-coupons
c How do I collect data on my relations?   Dialogue marketing: Your challenges
Challenge 5: Collect data Orders & follow up Questionnaires Cross- and upselling
Challenge 5: Collect data Change profile web forms
c How do I reach the inbox?  Dialogue marketing: Your challenges
Challenge 6: How do I reach the inbox? Document checks Challenge
Challenge 6: How do I reach the inbox? List hygiene Non-response Bounce management Unsubscribes
c Which customer touchpoints can I automate?  Dialogue marketing: Your challenges
Challenge 7: Which customer touch points can I automate? Birthday (the usual suspect!) Abandoned shopping cart First purchase End of guarantee No purchases in the past year Questionnaire after purchase Cross- and up selling Loyalty program Invitations You’ve been a customer for > 5 yrs No activity last 6 months
Case Study Modewereld About Modewereld (Fashion World) Introduction to existing customers Conversion to optimized profiles Stimulating shop traffic Setting up the back office
About Modewereld Flow diagram
Case study: Modewereld Mijnmodewereld.nl Loyalty card holders access their personal profile directly Live since March 2009
1234567 16720 16720 1234567 What’s in it for me! Call to action Case study: Modewereld Introduction e-mailing
Total number of customers  29000 Profiles with e-mail address  9336 (32%) Bounces 1901 (20%) Delivered 7435 (80%) Opened 3877 (52%) Click-throughs 2692 (69%) Case study: Modewereld
Case study: Modewereld Impressions
Case study: Modewereld Clicks
Bounces received a printmailing Profiles without e-mailaddress received a postmailing with a PURL Non Responders received a reminder Responders received an e-coupon Shop traffic & conversion was measured Case study: Modewereld Follow up
Copernica Marketing Software Complete software-as-a-service to execute campaigns yourself E-mail, web, mobile, pdf, surveys Multiple languages: Dutch, English, French Real-time campaign tracking Powerful personalization tools Excellent deliverability 1900+ marketeers / 150+ partners SOAP API Special reseller license available
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
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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Emailforum 2009 Brussels Presentation - Challenges of e-marketeers

  • 1. Wednesday, November 18nd Walter van der Scheer Sales manager “ You talking to me?” Dialogue marketing: your challenges
  • 2. Subjects What is Copernica Marketing Software? Three steps of an effective e-marketing program Dialogue marketing: your challenges Case study
  • 3. What is Copernica Marketing Software? Copernica is the most complete software for campaigns with: - E-mail - Webpages - Mobile messaging - PDF
  • 4. Copernica Marketing Software Complete software-as-a-service to execute campaigns yourself E-mail, web, mobile, pdf, surveys Multiple languages: Dutch, English, French Real-time campaign tracking Powerful personalization tools Excellent deliverability 1900+ marketeers / 150+ partners SOAP API Special reseller license available
  • 5. To name but a few...
  • 6. Three steps of an effective e-marketing program The three steps Step 1: Database Management Create a central database Step 2: Document Management Relevancy Step 3: Response Management List hygiene & dialogue marketing
  • 7. Four decision points in e-mailings A: Who's it from? B: Does the preview appeal to me? C: Is the content relevant? D: Do I want to click-through?
  • 8. c Dialogue marketing: Your challenges
  • 9. c Dialogue marketing: Your challenges How do I create an optin database & collect relevant data?
  • 10. c How do I improve my website conversion? Dialogue marketing: Your challenges
  • 11. c How can I individualize my content? Dialogue marketing: Your challenges
  • 12. c How can I generate more shop traffic? Dialogue marketing: Your challenges
  • 13. c How do I collect data on my relations? Dialogue marketing: Your challenges
  • 14. c How do I reach the inbox? Dialogue marketing: Your challenges
  • 15. c Which customer touchpoints can I automate? Dialogue marketing: Your challenges
  • 16. Dialogue marketing – Your 7 challenges How can I Create an optin database & collect relevant data Improve website conversion Individualize my content Generate more shop traffic Collect data on your relations Reach the inbox Automate customer touch points
  • 17. c Dialogue marketing: Your challenges How do I create an optin database & collect relevant data?
  • 18. Challenge 1: How do I create an optin database? Print mailings with PURL’s Postcard PURL E-mail with voucher
  • 19. c How do I improve my website conversion? Dialogue marketing: Your challenges
  • 20. Challenge 2: How do I improve my website conversion Whitepaper marketing Meet Mark Ting Strategy director Browsing online for marketing tips
  • 21. Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 22. Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 23. You’ve got mail Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 24. You’ve got mail! Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 25. Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 26. E-mail newsletters based on interests Telemarketing Event driven contacts Mobile campaigns Questionnaires Event invitations Challenge 2: How do I improve my website conversion Whitepaper marketing
  • 27. c How can I individualize my content? Dialogue marketing: Your challenges
  • 28. Challenge 3: Individualize your content Previewpane Provide a webversion Create a strong header Personalize your message Your intro must be short Make use of an index
  • 29. Challenge 3: Individualize your content Preferences Subscription form
  • 30. Challenge 3: Individualize your content Preferences Subscription form Personalize your message
  • 31. Challenge 3: Individualize your content Preferences Subscription form Personalize your message Create interaction, follow-up actions
  • 32. Challenge 3: Individualize your content Preferences Subscription form Personalize your message Create interaction, follow-up actions Make use of external content (HTML or RSS)
  • 33. Challenge 3: Individualize your content Preferences Subscription form Personalize your message Create interaction, follow-up actions Make use of external content (HTML or RSS)
  • 34. Challenge 3: Individualize your content Product feeds
  • 35. c How can I generate more shop traffic? Dialogue marketing: Your challenges
  • 36. Challenge 4: Generate more shop traffic E-coupons
  • 37. c How do I collect data on my relations? Dialogue marketing: Your challenges
  • 38. Challenge 5: Collect data Orders & follow up Questionnaires Cross- and upselling
  • 39. Challenge 5: Collect data Change profile web forms
  • 40. c How do I reach the inbox? Dialogue marketing: Your challenges
  • 41. Challenge 6: How do I reach the inbox? Document checks Challenge
  • 42. Challenge 6: How do I reach the inbox? List hygiene Non-response Bounce management Unsubscribes
  • 43. c Which customer touchpoints can I automate? Dialogue marketing: Your challenges
  • 44. Challenge 7: Which customer touch points can I automate? Birthday (the usual suspect!) Abandoned shopping cart First purchase End of guarantee No purchases in the past year Questionnaire after purchase Cross- and up selling Loyalty program Invitations You’ve been a customer for > 5 yrs No activity last 6 months
  • 45. Case Study Modewereld About Modewereld (Fashion World) Introduction to existing customers Conversion to optimized profiles Stimulating shop traffic Setting up the back office
  • 47. Case study: Modewereld Mijnmodewereld.nl Loyalty card holders access their personal profile directly Live since March 2009
  • 48. 1234567 16720 16720 1234567 What’s in it for me! Call to action Case study: Modewereld Introduction e-mailing
  • 49. Total number of customers 29000 Profiles with e-mail address 9336 (32%) Bounces 1901 (20%) Delivered 7435 (80%) Opened 3877 (52%) Click-throughs 2692 (69%) Case study: Modewereld
  • 50. Case study: Modewereld Impressions
  • 52. Bounces received a printmailing Profiles without e-mailaddress received a postmailing with a PURL Non Responders received a reminder Responders received an e-coupon Shop traffic & conversion was measured Case study: Modewereld Follow up
  • 53. Copernica Marketing Software Complete software-as-a-service to execute campaigns yourself E-mail, web, mobile, pdf, surveys Multiple languages: Dutch, English, French Real-time campaign tracking Powerful personalization tools Excellent deliverability 1900+ marketeers / 150+ partners SOAP API Special reseller license available
  • 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. 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