copernica @ tfm&a 2011 - dialogue marketing that improves conversion

www.copernica.com

Dialogue marketing that improves conversion.Instantly!

Walter van der Scheer

@wvanderscheer

March 2nd, 2011

www.copernica.com

Leading software for e-mail marketing, landing pages, mobile & automated campaigns

Copernica Marketing Software

Powerful e-mail marketing

Elaborate campaign statistics

Customer life cycle campaigns

High e-mail deliverability and spam checking

Dynamic content in mailings

Split-run testing (A/B)

Topics

E-mail marketing trends

Ready-to-use tips

Content

Social media

Customer life cycle

Optimizing

Mobile

www.copernica.com These tips in your inbox? tfma.copernica.com

Conversionwww.copernica.com These tips in your inbox? tfma.copernica.com

“We don’t want customers, we want fans!”Frits van Eerd, CEO of Jumbo supermarkets and CEO of the year 2010

www.copernica.com

Succes == Customer focus == Dialogue

ENGAGEMENT

These tips in your inbox? tfma.copernica.com

Trends in e-mail marketingIntelligent & social inboxes

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Hotmail Sweep & Active Views

Gmail Priority Inbox

Facebook Messages

Relevancy is essential!


www.copernica.com

Trends in e-mail marketingEffect of the economic situation


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Trends in e-mail marketingIt’s all in the mix


44%

42%

8% 6%

Adwords

Affilitate

Comparison

eMail

88%238%

182%

1272%

Adwords

Affilitate

Comparison

eMail

Trends in e-mail marketingSmall investment, maximum ROI


1. Relevancy

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56 %of all companies point delivery of relevant content to customers (both B2B & B2C) out as this years challenge.MarketingSherpa (2010)


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Source: e-Dialog Centre for Digital Marketing Excellence

1. Relevancy


www.copernica.com

1. Relevancy


Harvest data

Preferences

Order history

Campaign results

Integrate Google Analytics

Enrich profiles

Add dynamic content

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1. RelevancyListen!


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Share-to-Social2. Social media


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2. Social mediaShare-to-Social


Extends the reach of your campaign

Creates brand awareness

Increases site traffic

Provides insights in influentials

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Share-to-Social2. Social media


2. Social mediaFurther integration

Website – social shopping

E-mail signature

Corporate branding

Personal branding


3. Customer life cyclePower to the customer!

Manage data

Preference centre

‘My-community’


Event driven e-mail

Right timing

Personal touch

Relevant content

Improves CTR up to 400%!

www.copernica.com

3. Customer life cycleMarketing automation 1/3


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Re-targeting

Abandoned shopping carts

Winback (The untouchables)

Cross & upsell



Birthday (The usual suspect)

End-of-Guarantee

Retention

Check-up reminder

www.copernica.com



4. Optimization

Testing is just a means to reach your goal.Sounds easy, doesn’t it?


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Define your KPI

Automate the rest

4. OptimizationA/B Testing


Type of test: abandoned shopping cart e-mail, call-to-action‘click here to see your movies’ vs. ‘save 5 dollars on your order’

‘Save’ : 36% more orders &59% more products sold per order

‘Your Movies’:2% more clicks

www.copernica.com



€5,- coupon €10,- couponDownloads: 2379

Scanned in store:1329 (56%)Downloads: 2019

Scanned in store: 1237 (61%)

www.copernica.com



Source: MarketingSherpa 2009



SPF

SenderID

DKIM

HTML check

SPAM check

Blacklisting

Renderability

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4. OptimizationDeliverability


5. Mobile

Some figures on mobile:

40% of consumers with access to mobile internet first look for information on mobile before searching on PC

41% of time spent on mobile internet is focused on e-mail

Every month: 50.000 extra consumers online via mobile


5. MobileChallenges 2011

Edit and optimize for mobile devices (website, e-mails, apps)

68% of companies doesn’t use a mobile version of their website

Automated campaigns (cross-channel)

Development of mobile applications linked to central database


www.copernica.com

1. Be relevant!

2. Integrate social

3. Harvest data

4. Improve by testing every single touchpoint

5. Optimize your campaign for every device

Wrap-up


www.copernica.com

Leading software for e-mail marketing, landing pages, mobile & automated campaigns

Copernica Marketing Software

Powerful e-mail marketing

Elaborate campaign statistics

Customer life cycle campaigns

High e-mail deliverability and spam checking

Dynamic content in mailings

Split-run testing (A/B)

Plugins available for:


www.copernica.com

Walter van der Scheer

Sales manager

T: +31 (0)23 – 75 10 500

E: [email protected]

http://www.linkedin.com/in/waltervanderscheer

@wvanderscheer

Question?

Leave your business card &

you will be the first to receive the presentation,

our exclusive whitepaper on optimizing your marketing campaigns

+ an offer to start testing with Copernica!


copernica @ tfm&a 2011 - dialogue marketing that improves conversion

Business

social mediathese

mail marketing

mobile amp

mail deliverability

comleading

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landing pages

mobile internet