targeting and interacting with your (potential) customer using database marketing
DESCRIPTION
Presented by Oskar van Straaten at the DMF 2011 in Belgium.TRANSCRIPT
www.copernica.com
Targeting and interacting with your (potential) customer using database marketing
Practice Case Agradi.nl
11 October 2011Digital Marketing First
Oskar van Straaten
Founder & CEO Agradi.nl
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)
www.copernica.com
The rules of the game
In 1998, Oskar van Straaten gained enough knowledge from his father and the CRM software vendor Matrix. Oskar starts Agradi, which begins as a mail order company with agricultural products for dairy farmers. At the time, there are still 45,000 dairy farmers. In 2005, only 25,000 are left.
2006: repositioning: shop focused on outdoor living.
2010: > 100,000 customers, 30% growth, market leader
2011: Agradi.nl wins the Thuiswinkel Award; best web shop in the Netherlands. From that moment on things progress
rapidly.
Program
Introduction Agradi.nl
Web shops & e-mailmarketing
Business model
Challenges
Examples
Conclusions
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www.copernica.com
The rules of the game
Define your (potential) customers – market (research) Product or service? Competition Suppliers Stock? How to approach the market? (Financial) resources Communication Plan - Financial Plan Monitor - and adjust as needed
cont
inuo
us p
roce
ss
Conversionwww.copernica.com
www.copernica.com
Convers
ion
high
hig
hlo
w
low
Communication
suspects
prospects
C - customer
B - customer
A customer Online
Offline
Online Offline
Online Offline
Online Offline
Market approach– The GameGet them in and move them up! (Jay Curry)
www.copernica.com
Market approach– The GameGet them in and move them up! (Jay Curry)
Online Traffic vs. Conversion and Cost
Convers
ion
Cost
Direct traffic(a.o. e-mail)
Search engine (organic)
Referring sites
Search engine (paid)
Affiliates (paid)
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Ord
er
valu
e
Customer Lifetime Value
Time (# orders)
Margin
Cost
Market approach– The GameGet them in and move them up! (Jay Curry)
Cancel the order proces
Customer loyalty
Integrating various media channels
Right offer
Traffic management
online -offline
www.copernica.com
Challenges for online stores
Abandoned shop cart e-mail
Customer life-cycle e-mail
Social sharing
Segmentation, personalizationUse all web shop data
Create own environment
Deliverability
A|B testing
www.upsell.be
44%
42%
8% 6%
Adwords
Affilitate
Comparison
88%238%
182%
1272%
Adwords
Affilitate
Comparison
E-mail marketingMinor investment, maximum ROI
www.copernica.com
Tools – database- & emailmarketing
One single database for all contacts
(customers, prospects, email adresses, newsletter etc.)
www.copernica.com
Tools – prize incentives
Open: 43%
CTR: 36%
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Tools – customer life cycle; winback
Open: 22%
CTR: 15%
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Tools – customer life cycle; Birthday
Open: 31%
CTR: 15%
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Tools
Database selections
Personal data of customers
Order History
Test mailings; different browsers
Custom mailings
Personal, order history
All mailings are measurable
Prevents too many mailings
www.copernica.com
Tools – database- en emailmarketing
What do we gain?
Effective mailings High degree of customer satisfaction
Higher conversion; low drop out rate
And eventually ….
www.copernica.com
Agradi.nl
Thuiswinkel Awards Winner XL 2011 ‘In and around the house’
www.copernica.com
Leave your business card &
you will be the first to receive the presentation &
our exclusive whitepaper on optimizing your marketing campaigns
Visit stand number D09 for a
live demonstration!
Questions?