10 email marketing tips for web shops in 2012
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The document provides 10 email marketing tips for web shops in 2012, including: following up on abandoned shopping carts, using customer lifecycle campaigns, optimizing deliverability, integrating with other systems, and A/B split testing. It emphasizes the importance of event-driven emails, database management, optimizing emails for mobile, transparency, and maintaining a good reputation through testing and monitoring email analytics.
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10 email marketing tips for web shops in 2012
- 1. 10 email marketing tips for web shops in 2012 • Powerful email marketing • Follow-up abandoned shopping carts • Customer life-cycle campaigns • High email deliverability • Several integrations available • Split-run testing (A/B) 28-03-2012 Walter van der Scheer www.copernica.com
- 2. Program Evolution of internet and ecommerce Email marketing today Tips Summary www.copernica.com
- 3. Internet In the beginning… www.copernica.com
- 6. Email marketing today Email dead? Don’t think so: Bron: http://blogs.smartertools.com, 2011 www.copernica.com
- 7. Email marketing today Did you know that: Bron: http://royal.pingdom.com, 2011 www.copernica.com
- 8. Email marketing today Shift from desktop to mobile •15 to 35% of all emails are read mobile. - eMailmonday - “Mobile email stats” (2011) • 43% of mobile email readers checks their email 4x or more per day, compared to 29% of the readers who use other channels to read email. - Merkle "View From the Digital Inbox 2011" (2011) www.copernica.com
- 10. Tip: database management Divide and Conquer! www.copernica.com
- 11. Tip: database management • 1 central opt-in database: Extensive segmentation possibilities Constant, automated profile enrichment Mind your data quality & make sure you have permission! Maintain list hygiene Selection based on bounces Statistics www.copernica.com
- 12. Tip: event driven email Are you being relevant? • Abandoned shopcart mailings generate up to 55% more conversion than regular email campaigns. –SeeWhy research (2011) • Over 60% of event-driven mails is opened by Agradi’s target group in contrast to 30% of the regular bulk mailings. –Oskar van Straaten, director Agradi.nl www.copernica.com
- 13. Tip: event driven email Top 1000 internet retailers Why aren’t they (YOU) doing it? Too complex No time Integration challenges Client buy in Cost? http://www.listrak.com/Whitepaper/SCAIR1000/ www.copernica.com
- 14. Tip: event driven email Email marketing tailored to the customer Timing based on customer life cycle (sense of) individual focus Correct information or offer Open & Click rate 4x higher www.copernica.com
- 15. Tip: event driven email Seamless integrations help even more! DATA! Timely Relevant Messages Visitor www.copernica.com
- 16. Tip: event driven email • Winbackmail • Open rate: 22% • CTR: 15% Abandoned Shopcart mail • Open rate: 55% • CTR: 29% www.copernica.com
- 17. Tip: event driven email Other possibilities: Welcome mailing Retention mailing Reminders Birthday mailing Cross- and up-sell mailing First purchase And many more… www.copernica.com
- 18. Tip: optimizing for mobile In 2012 we’re changing mouses www.copernica.com
- 19. Tip: optimizing for mobile Mocial + integration email = new opportunities for 2012 • Facebook opt-in • Use of mobile registration at events • Registration/offer by text message • QR-codes www.copernica.com
- 20. Tip: optimizing for mobile @media queries Keep in mind device and positioning Screen – Handheld – Device width • Example: Window higher than wide: <link rel="stylesheet" media="all and (orientation:portrait)" href="portrait.css"> Window wider than high: <link rel="stylesheet" media="all and (orientation:landscape)" href="landscape.css"> www.copernica.com
- 21. Tip: optimizing for mobile • Watch out: Most email providers remove CSS from <head>-tag Solution: Using inline CSS • Copernica Marketing Software converts style to inline style attributes • @media remains intact when converting www.copernica.com
- 22. Tip: Be transparant – Dutch E-mail Code • Always ask for an opt-in Inform your visitors when subscribing Keep that promise: third parties, frequency Opt-in means opt-out Use double opt-in www.copernica.com
- 23. Tip: Fully optimize email • Copernica research amongst publishers, travel, etailers showed points that need more attention: Subscription Correct use of Provided Un- Attachment process email addresses contact subscribe size data Percentage of companies who 46% 30% 66% 100% 100% apply the rules www.copernica.com
- 24. Tip: Fully optimize email • Extra layout and content tips: Sending along a text version (HTML – spam filters – mobile) Using a preheader Width: use of 1 column, max. 500 pixels Be careful when using images, don’t forget the alt-tag Limit the number of hyperlinks in your email www.copernica.com
- 25. Tip: Optimizing deliverability 1 in 5 emails doesn’t reach the inbox www.copernica.com
- 26. Tip: Optimizing deliverability • Maintain spamrating Tests based on: Sender and subject Spam sensitivity text Images www.copernica.com
- 27. Tip: Optimizing deliverability • Dealing with unsubscribers Contributes to data quality: Automated processing List-unsubscribe header Double opt-out Always offer an opt-out! www.copernica.com
- 28. Tip: Optimizing deliverability • Email checks before sending • HTML code • Blacklist • Renderability www.copernica.com
- 29. Tip: Maintaining email reputation Good email reputation = optimal deliverability www.copernica.com
- 30. Tip: maintaining email reputation • Email reputation = measured based on different levels • Number of monthly emails • Number of spam complaints • Number of emails to unknown recipients – spam traps • Number of opened emails (relevance) www.copernica.com
- 31. Tip: maintaining email reputation • How will you manage and maintain your reputation? Using Return Path Sender Score, McAfee TrustedSource Relevant content & lay out Registering for Feedbackloop programs Scheduling emailings ahead Monitor your email statistics www.copernica.com
- 32. Tip: Think beyond email • Using other channels Landing pages: mobile and keep your goals in mind Profile enrichment via other channels than email: Collection of data by using a more relevant offer Social media linked directly to your central database: Registering for newsletters via Facebook, Twitter or Google+ www.copernica.com
- 33. Tip: Testing, testing, testing • 32% of all organizations test with email marketing on a regular basis, 25% sometimes and 13% doesn’t test at all. -Econsultancy (2011) Bron: MarketingSherpa, 2011 www.copernica.com
- 34. Tip: Testing, testing, testing • Example: type of campaign Abandoned shopping cart email, call-to-action ‘Click here to see your movies’ vs. ‘Save 5 dollars on your order’ ‘Your movies’: ‘Save’ : From 23% CTR to 25% CTR 36% more orders & 59% more products sold per order www.copernica.com
- 36. Thank you for your attention! Leave your business card & receive several relevant whitepapers tomorrow for optimizing your marketing campaigns + an offer to start testing Copernica Walter van der Scheer Commercial Manager T: +31 (0)23 – 75 10 500 E: walter.vanderscheer@copernica.com http://www.linkedin.com/in/waltervanderscheer twitter.com/wvanderscheer www.copernica.com
Editor's Notes
- Cijfers van e-mailmonday komen voort uit samenbrengen van verschillende onderzoeken wereldwijd uitgevoerd
- What does it do: Converts visitors into customers Email Automation Personalised messages Manage abandoners Explode sales Boost loyalty Increase conversion What can you track? User profiling Every purchase Basket contents, age, categories SKU’s Categories – full tree RFM Scoring - Key page visits Checkout state