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1. Becoming an email marketing
hero!

2. 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)

3. Content
Developments in the market
Tips
Summary

4. Developments in the market

5. 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

6. 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)

7. 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)

8. Tips you can apply tomorrow!

9. Tip 1: Database management
Data is relevance!

10. 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!

11. Tip 1: Database management
DATA!
Timely & relevant
communication to
Your visitor
Visitor

12. Tip 1: Database management
Export your known data to Copernica
Default synchronization of
Customers
Newsletter subscribers
Shopcarts
Orders
Addresses
Synchronisation of historical data

13. Tip 1: Database management

14. 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

15. 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

16. Tip 2: Smart use of your data
Personalized
Images targeted to male audience
Products targeted to male audience

17. Tip 2: Smart use of data
Content targeted on pregnant women
Products targeted to meet target group’s
needs

18. Do you know your customer life cycle?

20. Do you know the number of orders
Do you know how many orders aren’t
placed in your webshopwebshop?
completed within your on a daily
basis?

21. 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)

22. 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

23. Tip 3: Abandoned shopcart campaigns
Case: Showroom86
Goal: Converting abandoned
shopcarts
How: Automated email after
abandoned shopcart
Results:
Order value +25%
Conversion rate: +15%

24. 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

25. 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

26. Tip 5: Reactivate your inactive clients!
Case: Kleertjes.com
Goal: Trigger inactive clients
to perform a purchase
How: Personalized emails
after predetermined timeframe with discount
Results:
27% Open rate
21% Click through rate

27. 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

28. 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

29. Tip 7: Responsive design
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)

30. Tip 7: Responsive design!
Responsive design offers
an optimal rendition per
client

31. Tip 7: Responsive design
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>

32. Tip 8: Don’t forget your preheader!
Attract attention in that inbox!

33. Tip 9: Send along a text version
Not all email clients and programs fully support HTML!

34. 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!

35. Tip 10: Optimizing deliverability
1 in 5 emails are not delivered

36. 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!

37. Tip 10: Optimizing deliverability
Email checks before sending
HTML code
Spamrating
Blacklist
Rendering

38. Summary

39. Questions?
Michael Heering
Copernica BV
T: +31 (0)20 – 52 06 190
E: michael.heering@copernica.com
W: www.copernica.com
twitter.com/CopernicaNL