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

1. Email marketing for
webshops:
tips & tricks

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. Program
Developments in the market
Tips
Summary

4. Developments in the market

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. 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. 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. Relevance
Relevant, targeted and personal emails generate up to 18 times
more revenu than regular bulk mailings. - Capgemini (2012)
45% of questioned organizations said relevance is a key factor
when it comes to improving email deliverability. – Econsultancy, Email
Marketing Industry Census (2013)

9. Tips you can apply tomorrow!

10. Tip 1: Database management
Data is relevance!

11. 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!

12. Tip 1: Database management
DATA!
Timely & relevant
communication to
Your visitor
Visitor

13. 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

14. 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

15. 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

16. Tip 2: Smart use of your data
Different contact moments in your customer life cycle

17. What does your customer lifecycle look
like?

18. Tip 3: Turning a hot lead into a customer

19. 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

20. Do you know how many orders aren’t
completed within your webshop?

21. Tip 3: 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)

22. 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

23. 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%

24. 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

25. 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

26. 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

27. Who’s planning on optimizing their
channels for mobile in 2014?

28. 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

29. Tip 7: Responsive design!
Responsive design offers
an optimal rendability per
client

30. Sequence
Navigation
Colors
Layout
Image size
Padding
Hiding content
Tip 7: Responsive design
What can you change by using responsive design?

31. Example Crocs:
Tip 7: Responsive design
Desktop mail vs. static mobile vs. responsive
Highest conversion was obtained by using responsive

32. 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

33. 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

34. 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

35. Tip 9: Don’t forget your preheader!
Attract attention in that inbox!

36. Tip 10: Optimizing deliverability
1 in 5 emails are not delivered

37. 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!

38. Tip 10: Optimizing deliverability
Email checks before sending
HTML code
Spamrating
Blacklist
Rendering

39. Summary

40. 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!