Becoming an email marketing hero!

Becoming an email marketing hero!

Copernica Marketing Software

Powerful email marketing

Follow up abandoned shopping carts

Customer life-cycle-campaigns

High email deliverability

Several integrations available

Split-run testing (A/B)

Content

Developments in the market

Tips

Summary

Developments in the market

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

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)

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)

Tips you can apply tomorrow!

Tip 1: Database management

Data is relevance!

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!

Tip 1: Database management

DATA!

Timely & relevant communication to

Your visitor

Visitor

Tip 1: Database management

Export your known data to Copernica

Default synchronization of

Customers

Newsletter subscribers

Shopcarts

Orders

Addresses

Synchronisation of historical data

Tip 1: Database management

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

Tip 2: Smart use of your data

Segment using different data

Suitable Shop

Segmentation & targeted emails based on:

Frequency

Daily or weekly

Customer behaviour

Interest of clients

Tip 2: Smart use of your data

Personalized

Images targeted to male audience

Products targeted to male audience

Tip 2: Smart use of data

Content targeted on pregnant women

Products targeted to meet target group’s needs

Do you know your customer life cycle?

Do you know the number of orders placed in your webshop on a daily

basis?

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

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)

Tip 3: Abandoned shopcart campaigns

Case: Bax-shop.nl

Goal: Converting abandoned shopcarts

How: Automated email triggered by abandoning cart

Results:

60% Open rate

34% Click through rate

Tip 3: Abandoned shopcart campaigns

Case: Showroom86

Goal: Converting abandoned shopcarts

How: Automated email after abandoned shopcart

Results:

Order value +25%

Conversion rate: +15%

Tip 4: Stimulating repeat purchases

Case: IPhone2Day

Goal: Cross- and upsell based on known client data

How: Targeted and personalized emails based on client data

Results:

48% Open rate

17% Click through rate

40% increase of transactions

Tip 4: Stimulating repeat purchases

Case: Vliegtickets

Goal: Stimulating repeat purchases

How: Cross-selling based on online booking

Results:

Car rentals revenu increase with 20%

Obtaining a higher customer satisfaction score: 8,3

Tip 5: Reactivate your inactive clients!

Case: Kleertjes.com

Goal: Trigger inactive clients to perform a purchase

How: Personalized emails after predetermined time-frame with discount

Results:

27% Open rate

21% Click through rate

Tip 6: Attract visitors to your store

Case: KPN

Insight: Clients who call the callcenter want to see the device in store

How: Callcenter employee sends a personal email with special offer based on conversation & location

Results:

28% Click through rate

20% went to store and became a client

Tip 6: Attract visitors to your store

E-coupons:

Extra incentive for:

Providing extra data

Online registration

Winning back inactive clients

Personalize barcode & coupon

Results:

2019 downloads

61% scanned in store

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

Tip 7: Responsive design!

Responsive design offers an optimal rendition per client

Example:

<style type="text/css">  @media only screen and (max-device-width: 480px) {/* mobile-specific CSS styles go here */}  /* regular CSS styles go here */</style>

Tip 7: Responsive design

Tip 8: Don’t forget your preheader!

Attract attention in that inbox!

Tip 9: Send along a text version

Not all email clients and programs fully support HTML!

Tip 9: Send along a text version

Prevent frustration!

Why send a text version?

Preference of clients

Better fits certain types of messages

SPAM filters!

Tip 10: Optimizing deliverability

1 in 5 emails are not delivered

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!

Tip 10: Optimizing deliverability

Email checks before sending

HTML code

Spamrating

Blacklist

Rendering

Summary

Questions?

Michael Heering

Copernica BV

T: +31 (0)20 – 52 06 190

E: michael.heering@copernica.com

W: www.copernica.com

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