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Ontvangers van e-mail verwachten relevante aanbiedingen die aansluiten bij hun interesses. Maar hoe weet je nu wat hen interesseert? Met een plug-in op je website sla je voorkeuren en het gedrag van een websitebezoeker in een persoonlijk profiel op. Aan de hand van deze data stuur je via Copernica automatisch gegenereerde persoonlijke aanbiedingen. De cases in deze presentatie laten zien hoe je de conversie van je webwinkel verhoogt met één-op-één e-mailmarketing.
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Increase relevancyin your Emails
Personalized - Relevant - Automatic
Retail Succes
• Right Product• Right Place• Right Time• Right Price
Paradigm Shift in (Online) Retail
source: blogs.cisco.com
Retail Succes
• Right Product• Right Place• Right Time• Right Price
Performance
• Precision• Personalization• Prediction• Platforms
Paradigm Shift in (Online) Retail
source: blogs.cisco.com
Webshop with Brains
The next phase in E-Commerce
Use to interact individually with online customers
Big DataMachine learningReal-time tracking
Personalization
Show relevant content based on the intent
of the moment
Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
The Foundation
Webshop Personalization
Webshop Personalization
• Automatic• Dynamic• Relevant• Based on
IntentReal-Time Profiling
Collective Intelligence
Example (using Pleisty)
Example (using Pleisty)Based on customer preferences (collective
intelligence and real-time profiling)
Example (without Pleisty)
Example (without Pleisty)Only based on
history
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
Email Marketing
Personalization
Personalizing Email
Always deliver relevant content to each individual subscriber
Personalized Email CampaignSegment (who do we target)
Content (algorithms, what do we send)
Scheduling (when, how often)
Template (design, layout)
Test
Send
Measure & Optimize
Who Do I Target?
Example target segmentAll visitors
… that recently visited the shop
…
Who Do I Target?
Example target segmentAll visitors
… that recently visited the shop
… and prefer red wines
… from Spain
…
Let’s target these guys!
Content
ContentRecommendations are generated for each user
Scheduling
Next day at 8:00 am after event (eg.
Abandoned Cart, Viewed Items)
Repeat every
Tuesday at 9:00 am
No more than 4
emails per week
Automatic sending rules and frequency
From: Retailer | To: Me
Summer Sale10% OFF !
Recommended for You
Free accessories with every purchase
From: Retailer | To: Me
Summer Sale10% OFF !
Recommended for You
Free bag with every purchase
Static Content
DynamicContent
Template
How Does It Work?
• Manage rules and algorithms
• Generate content (products, banners)
• Push content to Copernica
• Email templates• Generate and send
personalized emails• Manage subscriptions
How Does It Work?
How Does It Work?<table> <col width="75"> <col width="250"> <col width="75"> <col width="250"> <tr> <td><a href="{$ProductURL1}"><img src={$ProductImage1} alt="{$ProductTitle1}" border="0"></a></td> <td><a href="{$ProductURL1}"><b>{$ProductTitle1}</b></a><br><br>{$ProductDescription1}<br><br><a href="{$ProductURL1}">Naar de {$ProductTitle1}</a></td> <td><a href="{$ProductURL2}"><img src={$ProductImage2} alt="{$ProductTitle2}" border="0"></a></td> <td><a href="{$ProductURL2}"><b>{$ProductTitle2}</b></a><br><br>{$ProductDescription2}<br><br><a href="{$ProductURL2}">Naar de {$ProductTitle2}</a></td></tr></table>
<a href="{$ProductURL1}"> <img src={$ProductImage1} alt="{$ProductTitle1}"></a>
{$ProductDescription1}
<a href="{$ProductURL1}"> Naar de {$ProductTitle1}</a>
Measure and Optimize
Questions?
Herbert [email protected]
Cristian [email protected]
www.pleisty.com
Thirsty?
Visit our booth in the lobby and pick up a free*bottle**
(*) costs: 1 business card(**) while stock lasts
