E-shop Expo 2014: Copernica

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Presentatie 'Email marketing for webshops' door Michael Heering tijdens E-Shop Expo op 19 en 20 maart 2014 in Tour & Taxis Brussel.

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E-shop Expo 2014: Copernica

  1. 1. Email marketing for webshops: tips & tricks
  2. 2. Copernica Marketing Software Powerful email marketing Follow up of abandoned shopping carts Customer lifecycle campaigns High email deliverability Several integrations available Split run testing (A/B)
  3. 3. Program Developments in the market Tips Summary
  4. 4. Developments in the market
  5. 5. Marketing automation Using marketing automation we were able to convert 40% of our Marketing Qualified Leads to Sales Qualified leads in only 4 months time. – Jeroen Ederveen, Exact Software
  6. 6. M-commerce & mobile Bron: Litmus, 2013 According to statistics, nearly 48% of all emails are now opened on mobile devices, 33% on a desktop and 19% in webmail. Litmus - (2013)
  7. 7. M-commerce & mobile Bron: Litmus, 2013 In the first half year of 2013, over 2,3 million people purchased an item online using a smartphone or tablet. That’s an increase of 53% compared to the second half of 2012. (Thuiswinkel.org, 2013)
  8. 8. Relevance
  9. 9. Relevance Reasons why people unsubscribe for emailings... Source: Copernica Email Summit 2013
  10. 10. Tips you can apply tomorrow!
  11. 11. Tip 1: Database management Data is relevance!
  12. 12. Tip 1: Database management 1 centralized database: Extensive possibilities to segment Selections for each campaign Constant, automated profile enrichment Mind the quality of your data!
  13. 13. Tip 1: Database management DATA! Timely & relevant communication to Your visitor Visitor And many more…
  14. 14. Tip 1: Database management DATA = RELEVANCE = EVENT DRIVEN MARKETING Open rates of triggered event driven emails are up to 75,1% higher and click through rates are up to 114,8% higher than those of normal emails. – Epsilon “Email Trends and Benchmarks (2012) More than 60% of our event driven emails are opened compared to 30% of our regular bulk mailings. –Oskar van Straaten, director Agradi.nl
  15. 15. Tip 2: Smart use of your data Segmenting based on different data Case Agradi.nl Segmenting & sending specific mails based on: Action via Facebook Clicking behaviour Interest of participants/subscribers Results: 6.000 subscriptions Conversion had an increase of 300% for these BUCAS-blankets
  16. 16. Tip 2: Smart use of your data Case: KPN Case: Customers who contact callcenter want to see the device in the store How: Callcenter employee sends a personalized email with special offer based on conversation and location Results: 28% Click through rate 20% went to store and became customer
  17. 17. Tip 2: Smart use of your data Different contact moments in your customer life cycle
  18. 18. What does your customer lifecycle look like?
  19. 19. Tip 3: Turning a hot lead into a customer
  20. 20. How do I apply this to my webshop? Visitor comes to your website Creates an account: +1 Clicks in your welcome mail: +2 Clicks on an offer: +5 Purchases something: +10 Makes a second purchase: +5 Lead nurturing helps you increase conversion and loyalty Tip 3: Turning a hot lead into a customer
  21. 21. Do you know how many orders aren’t completed within your webshop?
  22. 22. Tip 4: Abandoned shopcart campaigns! 67% of all clients bought a product in a store because of a promotion or action. Of those clients, more than half of them made the purchase due to an email promotion. – eMarketer (2013) Only 8 of the 150 researched webshops sends an abandoned shopcart email. – Copernica Marketing Software research (2013)
  23. 23. Tip 4: Abandoned shop cart campagnes Case: Bax-shop.nl Goal: Converting abandoned shopcarts How: Automated email after abandoning shopcart Results: 60% Open rate 34% Click through rate
  24. 24. Tip 4: Abandoned shop cart campagnes Case: Manchester United - Nike Goal: Converting abandoned shopcarts How: Automated email campaign after abandoning shopcarts Results: 15% sales comes from emails 85% increase in conversion via mobile emails Overall sales increased with 20%
  25. 25. Tip 5: Stimulating repeat purchases Case: IPhone2Day Goal: Cross- and upsell based on known customer data How: Targeted and personalized emailings based on customer data Results: 48% Open rate 17% Click through rate 40% more transactions
  26. 26. Tip 5: Stimulating repeat purchases Case: Vliegtickets Goal: Better results from existing customers How: Cross-selling after an online booking Results: Car rental increased by 20% Obtained highest customer satisfaction in the branche: 8,3
  27. 27. Tip 6: Reactive sleeping customers! Case: Kleertjes.com Goal: Triggering inactive customers into making a new purchase How: Personalized email after predetermined amount of time incl. discount Results: 27% Open rate 21% Click through rate
  28. 28. Who’s planning on optimizing their channels for mobile in 2014?
  29. 29. The number of recipients who open their email on mobile devices will grow by 28% in 2014 and by 23% in 2015 – The Radicati Group (2013) Mobile purchases are affected by email campaigns 71% of the time. Only advice given by friends has a higher rate of influence (87%). Adobe (2013) Tip 7: Responsive design
  30. 30. Tip 7: Responsive design! Responsive design offers an optimal rendability per client
  31. 31. Sequence Navigation Colors Layout Image size Padding Hiding content Tip 7: Responsive design What can you change by using responsive design?
  32. 32. Example Crocs: Tip 7: Responsive design Desktop mail vs. static mobile vs. responsive Highest conversion was obtained by using responsive
  33. 33. Example Crocs: Tip 7: Responsive design Desktop mail vs. responsive Responsive generated +7,6% CTOR ROI via responsive was higher than desktop version Higher engagement by using responsive email
  34. 34. Tip 8: Video in email Mobile email clients support HTML5 better and more often Promotional emails with video generate 278% more ROI than normal promotional emails
  35. 35. Tip 8: Video in email Why? Original: attracts attention a lot faster Creates a higher engagement with your brand Viral aspect Numerous possibilities: How-to’s Product demonstrations Testimonials Etcetera
  36. 36. Tip 9: Don’t forget your preheader! Attract attention in that inbox!
  37. 37. Tip 10: Optimizing deliverability 1 in 5 emails are not delivered
  38. 38. Tip 10: Optimizing deliverability Taking care of unsubscribers Helps you maintain good data quality: Automated process List-unsubscribe header Double opt-out Always offer an opt-out!
  39. 39. Tip 10: Optimizing deliverability Email checks before sending HTML code Spamrating Blacklist Rendering
  40. 40. Summary
  41. 41. Questions? Michael Heering Copernica BV T: +31 (0)20 – 52 06 190 E: michael.heering@copernica.com W: www.copernica.com twitter.com/CopernicaNL twitter.com/MichaelHeering Pay us a visit at stand S30!

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