SlideShare a Scribd company logo
1 of 40
Download to read offline
Email marketing for
webshops:
tips & tricks
Copernica Marketing Software
Powerful email marketing
Follow up of abandoned shopping carts
Customer lifecycle campaigns
High email deliverability
Several integrations available
Split run testing (A/B)
Program
Developments in the market
Tips
Summary
Developments in the market
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
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)
M-commerce & mobile
Bron: Litmus, 2013
In the first half year of 2013, over 2,3 million people purchased an
item online using a smartphone or tablet. That’s an increase of 53%
compared to the second half of 2012. (Thuiswinkel.org, 2013)
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)
Tips you can apply tomorrow!
Tip 1: Database management
Data is relevance!
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!
Tip 1: Database management
DATA!
Timely & relevant
communication to
Your visitor
Visitor
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
Tip 2: Smart use of your data
Segmenting based on different data
Case Agradi.nl
Segmenting & sending specific mails
based on:
Action via Facebook
Clicking behaviour
Interest of participants/subscribers
Results:
6.000 subscriptions
Conversion had an increase of
300% for these BUCAS-blankets
Tip 2: Smart use of your data
Case: KPN
Case: Customers who contact
callcenter want to see the
device in the store
How: Callcenter employee sends
a personalized email with
special offer based on
conversation and location
Results:
28% Click through rate
20% went to store and
became customer
Tip 2: Smart use of your data
Verschillende contactmomenten binnen customer life cycle
What does your customer lifecycle look
like?
Tip 3: Turning a hot lead into a customer
How do I apply this to my webshop?
Visitor comes to your website
Creates an account: +1
Clicks in your welcome mail: +2
Clicks on an offer: +5
Purchases something: +10
Makes a second purchase: +5
Lead nurturing helps you increase conversion and loyalty
Tip 3: Turning a hot lead into a customer
Do you know how many orders aren’t
completed within your webshop?
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)
Tip 4: Abandoned shop cart campagnes
Case: Bax-shop.nl
Goal: Converting abandoned
shopcarts
How: Automated email after
abandoning shopcart
Results:
60% Open rate
34% Click through rate
Tip 4: Abandoned shop cart campagnes
Case: Manchester United - Nike
Goal: Converting abandoned
shopcarts
How: Automated email campaign
after abandoning shopcarts
Results:
15% sales comes from emails
85% increase in conversion via
mobile emails
Overall sales increased with 20%
Tip 5: Stimulating repeat purchases
Case: IPhone2Day
Doel: Cross- and upsell based
on known customer data
How: Targeted and personalized
emailings based on customer
data
Results:
48% Open rate
17% Click through rate
40% more transactions
Tip 5: Stimulating repeat purchases
Case: Vliegtickets
Goal: Better results from existing
customers
How: Cross-selling after an online
booking
Results:
Car rental increased by 20%
Obtained highest customer
satisfaction in the branche: 8,3
Tip 6: Reactive sleeping customers!
Case: Kleertjes.com
Goal: Triggering inactive
customers into making a
new purchase
How: Personalized email after
predetermined amount of
time incl. discount
Results:
27% Open rate
21% Click through rate
Who’s planning on optimizing their
channels for mobile in 2014?
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)
Tip 7: Responsive design
Tip 7: Responsive design!
Responsive design offers
an optimal rendability per
client
Sequence
Navigation
Colors
Layout
Image size
Padding
Hiding content
Tip 7: Responsive design
What can you change by using responsive design?
Example Crocs:
Tip 7: Responsive design
Desktop mail vs. static mobile vs. responsive
Highest conversion was obtained by using responsive
Example Crocs:
Tip 7: Responsive design
Desktop mail vs. responsive
Responsive generated
+7,6% CTOR
ROI via responsive was
higher than desktop version
Higher engagement by
using responsive email
Tip 8: Video in email
Mobile email clients support HTML5 better and more often
Promotional emails with video generate 278% more ROI than
normal promotional emails
Tip 8: Video in email
Why?
Original: attracts attention a lot faster
Creates a higher engagement with your brand
Viral aspect
Numerous possibilities:
How-to’s
Product demonstrations
Testimonials
Etcetera
Tip 9: Don’t forget your preheader!
Attract attention in that inbox!
Tip 10: Optimizing deliverability
1 in 5 emails are not delivered
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!
Tip 10: Optimizing deliverability
Email checks before sending
HTML code
Spamrating
Blacklist
Rendering
Summary
Questions?
Michael Heering
Copernica BV
T: +31 (0)20 – 52 06 190
E: michael.heering@copernica.com
W: www.copernica.com
twitter.com/CopernicaNL
twitter.com/MichaelHeering

More Related Content

What's hot

Beacon Marketing
Beacon Marketing Beacon Marketing
Beacon Marketing SohaelLadak
 
8 digital trends in 2018
8 digital trends in 20188 digital trends in 2018
8 digital trends in 2018Chirag Thumar
 
Marketing automation industry in 2015
Marketing automation industry in 2015Marketing automation industry in 2015
Marketing automation industry in 2015Saleoid
 
Increase the number of pre-qualified leads with Conversational Marketing
Increase the number of pre-qualified leads with Conversational MarketingIncrease the number of pre-qualified leads with Conversational Marketing
Increase the number of pre-qualified leads with Conversational MarketingWhisbi
 
Digital Marketing Trends for 2022
Digital Marketing Trends for 2022Digital Marketing Trends for 2022
Digital Marketing Trends for 2022Vbout.com
 
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?Universem
 
Effect of social media on e commerce
Effect of social media on e commerceEffect of social media on e commerce
Effect of social media on e commercePooja Gupta
 
A Guide to Live Engagement
A Guide to Live EngagementA Guide to Live Engagement
A Guide to Live EngagementWhisbi
 
Andrey Tyschenko: Craft of Personalization
Andrey Tyschenko: Craft of PersonalizationAndrey Tyschenko: Craft of Personalization
Andrey Tyschenko: Craft of PersonalizationVladas Sapranavicius
 
Tools for startup
Tools for startupTools for startup
Tools for startupBoni Satani
 
Digital Marketing Forecast - 2014
Digital Marketing Forecast - 2014 Digital Marketing Forecast - 2014
Digital Marketing Forecast - 2014 Gayathri Choda
 
Datawise Group Profile
Datawise Group ProfileDatawise Group Profile
Datawise Group ProfileVinay Kumar
 
5 digital marketing trends of 2021 converted
5 digital marketing trends of 2021 converted5 digital marketing trends of 2021 converted
5 digital marketing trends of 2021 convertedseounibiztec
 
Drive business growth with top digital marketing trends in 2021
Drive business growth with top digital marketing trends in 2021Drive business growth with top digital marketing trends in 2021
Drive business growth with top digital marketing trends in 2021Kelly Ston
 
Opportunities Internet Marketing
Opportunities Internet MarketingOpportunities Internet Marketing
Opportunities Internet MarketingSouth Thames
 

What's hot (20)

Are stores out of fashion?
Are stores out of fashion?Are stores out of fashion?
Are stores out of fashion?
 
Beacon Marketing
Beacon Marketing Beacon Marketing
Beacon Marketing
 
8 digital trends in 2018
8 digital trends in 20188 digital trends in 2018
8 digital trends in 2018
 
Marketing automation industry in 2015
Marketing automation industry in 2015Marketing automation industry in 2015
Marketing automation industry in 2015
 
Increase the number of pre-qualified leads with Conversational Marketing
Increase the number of pre-qualified leads with Conversational MarketingIncrease the number of pre-qualified leads with Conversational Marketing
Increase the number of pre-qualified leads with Conversational Marketing
 
Digital Marketing Trends for 2022
Digital Marketing Trends for 2022Digital Marketing Trends for 2022
Digital Marketing Trends for 2022
 
Analisys
AnalisysAnalisys
Analisys
 
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?
How to get the most of your SEA/AdWords campaigns thanks to Web Analytics?
 
Effect of social media on e commerce
Effect of social media on e commerceEffect of social media on e commerce
Effect of social media on e commerce
 
A Guide to Live Engagement
A Guide to Live EngagementA Guide to Live Engagement
A Guide to Live Engagement
 
Andrey Tyschenko: Craft of Personalization
Andrey Tyschenko: Craft of PersonalizationAndrey Tyschenko: Craft of Personalization
Andrey Tyschenko: Craft of Personalization
 
E Marketing
E MarketingE Marketing
E Marketing
 
Omni-Channel Strategy
Omni-Channel StrategyOmni-Channel Strategy
Omni-Channel Strategy
 
Tools for startup
Tools for startupTools for startup
Tools for startup
 
Digital Marketing Forecast - 2014
Digital Marketing Forecast - 2014 Digital Marketing Forecast - 2014
Digital Marketing Forecast - 2014
 
Datawise Group Profile
Datawise Group ProfileDatawise Group Profile
Datawise Group Profile
 
digital marketing
digital marketingdigital marketing
digital marketing
 
5 digital marketing trends of 2021 converted
5 digital marketing trends of 2021 converted5 digital marketing trends of 2021 converted
5 digital marketing trends of 2021 converted
 
Drive business growth with top digital marketing trends in 2021
Drive business growth with top digital marketing trends in 2021Drive business growth with top digital marketing trends in 2021
Drive business growth with top digital marketing trends in 2021
 
Opportunities Internet Marketing
Opportunities Internet MarketingOpportunities Internet Marketing
Opportunities Internet Marketing
 

Viewers also liked

bedrading hsk Hilde Cromjongh
bedrading hsk Hilde Cromjonghbedrading hsk Hilde Cromjongh
bedrading hsk Hilde CromjonghHilde Cromjongh
 
Planning – Forewarned is Forearmed
Planning – Forewarned is ForearmedPlanning – Forewarned is Forearmed
Planning – Forewarned is ForearmedLAW Creative
 
Binden en boeien van de #schaatsfan
Binden en boeien van de #schaatsfanBinden en boeien van de #schaatsfan
Binden en boeien van de #schaatsfanSMC055
 
Présentation Service Mobile visitezmoi.fr
Présentation Service Mobile visitezmoi.frPrésentation Service Mobile visitezmoi.fr
Présentation Service Mobile visitezmoi.frJbGayet Visitezmoi
 
Power point
Power pointPower point
Power pointalmaadan
 
Ouderschapsplan- De Advocatenwijzer
Ouderschapsplan- De AdvocatenwijzerOuderschapsplan- De Advocatenwijzer
Ouderschapsplan- De AdvocatenwijzerDe Advocatenwijzer
 
Opzegbrief arbeidsovereenkomst werknemer - De Advocatenwijzer
Opzegbrief arbeidsovereenkomst werknemer - De AdvocatenwijzerOpzegbrief arbeidsovereenkomst werknemer - De Advocatenwijzer
Opzegbrief arbeidsovereenkomst werknemer - De AdvocatenwijzerDe Advocatenwijzer
 
Managing the Event Life Cycle: Actionable Data & Email Marketing
Managing the Event Life Cycle: Actionable Data & Email MarketingManaging the Event Life Cycle: Actionable Data & Email Marketing
Managing the Event Life Cycle: Actionable Data & Email MarketingEtix
 
Alchemy Worx design portfolio May 2013
Alchemy Worx design portfolio May 2013Alchemy Worx design portfolio May 2013
Alchemy Worx design portfolio May 2013Alchemy Worx
 
What consumers really want from their emails presentation
What consumers really want from their emails   presentationWhat consumers really want from their emails   presentation
What consumers really want from their emails presentationRachel Aldighieri
 
eCommerce Holiday email marketing
eCommerce Holiday email marketingeCommerce Holiday email marketing
eCommerce Holiday email marketingMineWhat
 
WhichTestWon The Live Event: Subject Line Optimization Masterclass
WhichTestWon The Live Event: Subject Line Optimization MasterclassWhichTestWon The Live Event: Subject Line Optimization Masterclass
WhichTestWon The Live Event: Subject Line Optimization MasterclassAlchemy Worx
 
Silverpop Study 2007 Retail Email
Silverpop Study 2007 Retail EmailSilverpop Study 2007 Retail Email
Silverpop Study 2007 Retail Emailcatdii
 
Working for an email marketing agency
Working for an email marketing agencyWorking for an email marketing agency
Working for an email marketing agencylittle green plane
 

Viewers also liked (20)

AD 20120001
AD 20120001AD 20120001
AD 20120001
 
Social Media report 2014
Social Media report 2014Social Media report 2014
Social Media report 2014
 
bedrading hsk Hilde Cromjongh
bedrading hsk Hilde Cromjonghbedrading hsk Hilde Cromjongh
bedrading hsk Hilde Cromjongh
 
Planning – Forewarned is Forearmed
Planning – Forewarned is ForearmedPlanning – Forewarned is Forearmed
Planning – Forewarned is Forearmed
 
Verkooptechnieken
VerkooptechniekenVerkooptechnieken
Verkooptechnieken
 
Binden en boeien van de #schaatsfan
Binden en boeien van de #schaatsfanBinden en boeien van de #schaatsfan
Binden en boeien van de #schaatsfan
 
Présentation Service Mobile visitezmoi.fr
Présentation Service Mobile visitezmoi.frPrésentation Service Mobile visitezmoi.fr
Présentation Service Mobile visitezmoi.fr
 
Power point
Power pointPower point
Power point
 
Ouderschapsplan- De Advocatenwijzer
Ouderschapsplan- De AdvocatenwijzerOuderschapsplan- De Advocatenwijzer
Ouderschapsplan- De Advocatenwijzer
 
Opzegbrief arbeidsovereenkomst werknemer - De Advocatenwijzer
Opzegbrief arbeidsovereenkomst werknemer - De AdvocatenwijzerOpzegbrief arbeidsovereenkomst werknemer - De Advocatenwijzer
Opzegbrief arbeidsovereenkomst werknemer - De Advocatenwijzer
 
LEAFLET_UTILITIES
LEAFLET_UTILITIESLEAFLET_UTILITIES
LEAFLET_UTILITIES
 
AlchemyWorx
AlchemyWorxAlchemyWorx
AlchemyWorx
 
Managing the Event Life Cycle: Actionable Data & Email Marketing
Managing the Event Life Cycle: Actionable Data & Email MarketingManaging the Event Life Cycle: Actionable Data & Email Marketing
Managing the Event Life Cycle: Actionable Data & Email Marketing
 
Alchemy Worx design portfolio May 2013
Alchemy Worx design portfolio May 2013Alchemy Worx design portfolio May 2013
Alchemy Worx design portfolio May 2013
 
What consumers really want from their emails presentation
What consumers really want from their emails   presentationWhat consumers really want from their emails   presentation
What consumers really want from their emails presentation
 
certificadoResponsys
certificadoResponsyscertificadoResponsys
certificadoResponsys
 
eCommerce Holiday email marketing
eCommerce Holiday email marketingeCommerce Holiday email marketing
eCommerce Holiday email marketing
 
WhichTestWon The Live Event: Subject Line Optimization Masterclass
WhichTestWon The Live Event: Subject Line Optimization MasterclassWhichTestWon The Live Event: Subject Line Optimization Masterclass
WhichTestWon The Live Event: Subject Line Optimization Masterclass
 
Silverpop Study 2007 Retail Email
Silverpop Study 2007 Retail EmailSilverpop Study 2007 Retail Email
Silverpop Study 2007 Retail Email
 
Working for an email marketing agency
Working for an email marketing agencyWorking for an email marketing agency
Working for an email marketing agency
 

Similar to Email marketing: tips and tricks for webshops

Email marketing trends 2014
Email marketing trends 2014Email marketing trends 2014
Email marketing trends 2014Smart Insights
 
Эффективное партнерство и оптимизация затрат в программах лояльности
Эффективное партнерство и оптимизация затрат в программах лояльностиЭффективное партнерство и оптимизация затрат в программах лояльности
Эффективное партнерство и оптимизация затрат в программах лояльностиRina Kizune
 
Эффективное партнерство и оптимизация затрат в программах лояльности
Эффективное партнерство и оптимизация затрат в программах лояльностиЭффективное партнерство и оптимизация затрат в программах лояльности
Эффективное партнерство и оптимизация затрат в программах лояльностиRina Kizune
 
Digital marketing-notes
Digital marketing-notesDigital marketing-notes
Digital marketing-notesBBA3Sneha
 
Building a Living & Breathing Marketing Strategy for Small Businesses
Building a Living & Breathing Marketing Strategy for Small BusinessesBuilding a Living & Breathing Marketing Strategy for Small Businesses
Building a Living & Breathing Marketing Strategy for Small BusinessesGODigitalMarketing
 
Marketing Re-Imagined: Three Imperatives for Marketing Leaders
Marketing Re-Imagined: Three Imperatives for Marketing LeadersMarketing Re-Imagined: Three Imperatives for Marketing Leaders
Marketing Re-Imagined: Three Imperatives for Marketing LeadersSean O'Connell
 
Digital Marketing.pptx
Digital Marketing.pptxDigital Marketing.pptx
Digital Marketing.pptxMyoMinThu18
 
Digital shopper relevancy kees jacobs nov 2014
Digital shopper relevancy kees jacobs nov 2014Digital shopper relevancy kees jacobs nov 2014
Digital shopper relevancy kees jacobs nov 2014Faces of Content
 
James Carr 3XE Digital Content & Social Media Marketing Conference
James Carr 3XE Digital Content & Social Media Marketing ConferenceJames Carr 3XE Digital Content & Social Media Marketing Conference
James Carr 3XE Digital Content & Social Media Marketing ConferenceEoghan O'Neill
 
Benefits of e marketing over traditional marketing
Benefits of e marketing over traditional marketingBenefits of e marketing over traditional marketing
Benefits of e marketing over traditional marketingPankaj Nishant
 
Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...
Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...
Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...G3 Communications
 
Fueling Brand Advocacy And Engagement With Mobile Apps
Fueling Brand Advocacy And Engagement With Mobile AppsFueling Brand Advocacy And Engagement With Mobile Apps
Fueling Brand Advocacy And Engagement With Mobile AppsG3 Communications
 
Connect Direct Mail With Marketing Automation - New Whitepaper
Connect Direct Mail With Marketing Automation - New WhitepaperConnect Direct Mail With Marketing Automation - New Whitepaper
Connect Direct Mail With Marketing Automation - New WhitepaperDennis Kelly
 
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...IBM Switzerland
 
8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeyeJohn Tedstrom
 
Class 13 the future
Class 13  the futureClass 13  the future
Class 13 the futureMelissa Liu
 
Build Customer Loyalty | Pobuca Loyalty
Build Customer Loyalty | Pobuca LoyaltyBuild Customer Loyalty | Pobuca Loyalty
Build Customer Loyalty | Pobuca LoyaltyPobuca
 
PureProgression – Email marketing in a post GDPR world, email list growth & p...
PureProgression – Email marketing in a post GDPR world, email list growth & p...PureProgression – Email marketing in a post GDPR world, email list growth & p...
PureProgression – Email marketing in a post GDPR world, email list growth & p...Pure360
 

Similar to Email marketing: tips and tricks for webshops (20)

Email marketing trends 2014
Email marketing trends 2014Email marketing trends 2014
Email marketing trends 2014
 
Эффективное партнерство и оптимизация затрат в программах лояльности
Эффективное партнерство и оптимизация затрат в программах лояльностиЭффективное партнерство и оптимизация затрат в программах лояльности
Эффективное партнерство и оптимизация затрат в программах лояльности
 
Эффективное партнерство и оптимизация затрат в программах лояльности
Эффективное партнерство и оптимизация затрат в программах лояльностиЭффективное партнерство и оптимизация затрат в программах лояльности
Эффективное партнерство и оптимизация затрат в программах лояльности
 
5 Ecommerce Problems part2
5 Ecommerce Problems part25 Ecommerce Problems part2
5 Ecommerce Problems part2
 
Ibm
IbmIbm
Ibm
 
Digital marketing-notes
Digital marketing-notesDigital marketing-notes
Digital marketing-notes
 
Building a Living & Breathing Marketing Strategy for Small Businesses
Building a Living & Breathing Marketing Strategy for Small BusinessesBuilding a Living & Breathing Marketing Strategy for Small Businesses
Building a Living & Breathing Marketing Strategy for Small Businesses
 
Marketing Re-Imagined: Three Imperatives for Marketing Leaders
Marketing Re-Imagined: Three Imperatives for Marketing LeadersMarketing Re-Imagined: Three Imperatives for Marketing Leaders
Marketing Re-Imagined: Three Imperatives for Marketing Leaders
 
Digital Marketing.pptx
Digital Marketing.pptxDigital Marketing.pptx
Digital Marketing.pptx
 
Digital shopper relevancy kees jacobs nov 2014
Digital shopper relevancy kees jacobs nov 2014Digital shopper relevancy kees jacobs nov 2014
Digital shopper relevancy kees jacobs nov 2014
 
James Carr 3XE Digital Content & Social Media Marketing Conference
James Carr 3XE Digital Content & Social Media Marketing ConferenceJames Carr 3XE Digital Content & Social Media Marketing Conference
James Carr 3XE Digital Content & Social Media Marketing Conference
 
Benefits of e marketing over traditional marketing
Benefits of e marketing over traditional marketingBenefits of e marketing over traditional marketing
Benefits of e marketing over traditional marketing
 
Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...
Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...
Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...
 
Fueling Brand Advocacy And Engagement With Mobile Apps
Fueling Brand Advocacy And Engagement With Mobile AppsFueling Brand Advocacy And Engagement With Mobile Apps
Fueling Brand Advocacy And Engagement With Mobile Apps
 
Connect Direct Mail With Marketing Automation - New Whitepaper
Connect Direct Mail With Marketing Automation - New WhitepaperConnect Direct Mail With Marketing Automation - New Whitepaper
Connect Direct Mail With Marketing Automation - New Whitepaper
 
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
Redefining Analytics and Commerce in the age of the empowered consumer_FrankT...
 
8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye8 B2B Marketing Trends for 2013 from hawkeye
8 B2B Marketing Trends for 2013 from hawkeye
 
Class 13 the future
Class 13  the futureClass 13  the future
Class 13 the future
 
Build Customer Loyalty | Pobuca Loyalty
Build Customer Loyalty | Pobuca LoyaltyBuild Customer Loyalty | Pobuca Loyalty
Build Customer Loyalty | Pobuca Loyalty
 
PureProgression – Email marketing in a post GDPR world, email list growth & p...
PureProgression – Email marketing in a post GDPR world, email list growth & p...PureProgression – Email marketing in a post GDPR world, email list growth & p...
PureProgression – Email marketing in a post GDPR world, email list growth & p...
 

More from Copernica BV

Digitale één-op-één communicatie
Digitale één-op-één communicatieDigitale één-op-één communicatie
Digitale één-op-één communicatieCopernica BV
 
'Beste e-mailcampagne 2019' award uitreiking
'Beste e-mailcampagne 2019' award uitreiking'Beste e-mailcampagne 2019' award uitreiking
'Beste e-mailcampagne 2019' award uitreikingCopernica BV
 
Hoe aanhangwagendirect.nl de stijging van advertentiekosten opvangt met slimm...
Hoe aanhangwagendirect.nl de stijging van advertentiekosten opvangt met slimm...Hoe aanhangwagendirect.nl de stijging van advertentiekosten opvangt met slimm...
Hoe aanhangwagendirect.nl de stijging van advertentiekosten opvangt met slimm...Copernica BV
 
Hoe The Bastard bouwt aan een loyaal klantbestand via e-mail
Hoe The Bastard bouwt aan een loyaal klantbestand via e-mailHoe The Bastard bouwt aan een loyaal klantbestand via e-mail
Hoe The Bastard bouwt aan een loyaal klantbestand via e-mailCopernica BV
 
Warmteservice verhoogt de omzet met 1-op-1 e-mail
Warmteservice verhoogt de omzet met 1-op-1 e-mailWarmteservice verhoogt de omzet met 1-op-1 e-mail
Warmteservice verhoogt de omzet met 1-op-1 e-mailCopernica BV
 
Customer Journey Mapping met e-mailmarketing voor NovaShops
Customer Journey Mapping met e-mailmarketing voor NovaShopsCustomer Journey Mapping met e-mailmarketing voor NovaShops
Customer Journey Mapping met e-mailmarketing voor NovaShopsCopernica BV
 
Feiten & Fabels over e-mail uitgelicht: The Bastard case
Feiten & Fabels over e-mail uitgelicht: The Bastard caseFeiten & Fabels over e-mail uitgelicht: The Bastard case
Feiten & Fabels over e-mail uitgelicht: The Bastard caseCopernica BV
 
Hoe voordeeluitjes.nl top of-mind blijft door relevante en event-gedreven e-m...
Hoe voordeeluitjes.nl top of-mind blijft door relevante en event-gedreven e-m...Hoe voordeeluitjes.nl top of-mind blijft door relevante en event-gedreven e-m...
Hoe voordeeluitjes.nl top of-mind blijft door relevante en event-gedreven e-m...Copernica BV
 
De beste e mailcampagnes van 2018
De beste e mailcampagnes van 2018De beste e mailcampagnes van 2018
De beste e mailcampagnes van 2018Copernica BV
 
Een persoonlijk wijnadvies van de WIjnbeurs.
Een persoonlijk wijnadvies van de WIjnbeurs.Een persoonlijk wijnadvies van de WIjnbeurs.
Een persoonlijk wijnadvies van de WIjnbeurs.Copernica BV
 
De uitdagingen van e-mailmarketing bij dagaanbieders
De uitdagingen van e-mailmarketing bij dagaanbiedersDe uitdagingen van e-mailmarketing bij dagaanbieders
De uitdagingen van e-mailmarketing bij dagaanbiedersCopernica BV
 
Weg met keuzestress! personaliseren doe je zo
Weg met keuzestress! personaliseren doe je zoWeg met keuzestress! personaliseren doe je zo
Weg met keuzestress! personaliseren doe je zoCopernica BV
 
Copernica DMARC analyzer
Copernica DMARC analyzer Copernica DMARC analyzer
Copernica DMARC analyzer Copernica BV
 
Partner Mediapakketten
Partner MediapakkettenPartner Mediapakketten
Partner MediapakkettenCopernica BV
 
Nieuwe Europese privacyregulatie
Nieuwe Europese privacyregulatieNieuwe Europese privacyregulatie
Nieuwe Europese privacyregulatieCopernica BV
 
E mailmarketingtrends voor meer conversie!
E mailmarketingtrends voor meer conversie!E mailmarketingtrends voor meer conversie!
E mailmarketingtrends voor meer conversie!Copernica BV
 
Tien e-mailmarketingtrends voor meer conversie
Tien e-mailmarketingtrends voor meer conversieTien e-mailmarketingtrends voor meer conversie
Tien e-mailmarketingtrends voor meer conversieCopernica BV
 
Customer Lifecycle integratie met e-mailmarketing
Customer Lifecycle integratie met e-mailmarketingCustomer Lifecycle integratie met e-mailmarketing
Customer Lifecycle integratie met e-mailmarketingCopernica BV
 
E-mailmarketing Best Practices voor meer conversie - Digital Marketing in 1 Day
E-mailmarketing Best Practices voor meer conversie - Digital Marketing in 1 DayE-mailmarketing Best Practices voor meer conversie - Digital Marketing in 1 Day
E-mailmarketing Best Practices voor meer conversie - Digital Marketing in 1 DayCopernica BV
 
Ontwikkelingen Copernica Marketing Software 2016
Ontwikkelingen Copernica Marketing Software 2016Ontwikkelingen Copernica Marketing Software 2016
Ontwikkelingen Copernica Marketing Software 2016Copernica BV
 

More from Copernica BV (20)

Digitale één-op-één communicatie
Digitale één-op-één communicatieDigitale één-op-één communicatie
Digitale één-op-één communicatie
 
'Beste e-mailcampagne 2019' award uitreiking
'Beste e-mailcampagne 2019' award uitreiking'Beste e-mailcampagne 2019' award uitreiking
'Beste e-mailcampagne 2019' award uitreiking
 
Hoe aanhangwagendirect.nl de stijging van advertentiekosten opvangt met slimm...
Hoe aanhangwagendirect.nl de stijging van advertentiekosten opvangt met slimm...Hoe aanhangwagendirect.nl de stijging van advertentiekosten opvangt met slimm...
Hoe aanhangwagendirect.nl de stijging van advertentiekosten opvangt met slimm...
 
Hoe The Bastard bouwt aan een loyaal klantbestand via e-mail
Hoe The Bastard bouwt aan een loyaal klantbestand via e-mailHoe The Bastard bouwt aan een loyaal klantbestand via e-mail
Hoe The Bastard bouwt aan een loyaal klantbestand via e-mail
 
Warmteservice verhoogt de omzet met 1-op-1 e-mail
Warmteservice verhoogt de omzet met 1-op-1 e-mailWarmteservice verhoogt de omzet met 1-op-1 e-mail
Warmteservice verhoogt de omzet met 1-op-1 e-mail
 
Customer Journey Mapping met e-mailmarketing voor NovaShops
Customer Journey Mapping met e-mailmarketing voor NovaShopsCustomer Journey Mapping met e-mailmarketing voor NovaShops
Customer Journey Mapping met e-mailmarketing voor NovaShops
 
Feiten & Fabels over e-mail uitgelicht: The Bastard case
Feiten & Fabels over e-mail uitgelicht: The Bastard caseFeiten & Fabels over e-mail uitgelicht: The Bastard case
Feiten & Fabels over e-mail uitgelicht: The Bastard case
 
Hoe voordeeluitjes.nl top of-mind blijft door relevante en event-gedreven e-m...
Hoe voordeeluitjes.nl top of-mind blijft door relevante en event-gedreven e-m...Hoe voordeeluitjes.nl top of-mind blijft door relevante en event-gedreven e-m...
Hoe voordeeluitjes.nl top of-mind blijft door relevante en event-gedreven e-m...
 
De beste e mailcampagnes van 2018
De beste e mailcampagnes van 2018De beste e mailcampagnes van 2018
De beste e mailcampagnes van 2018
 
Een persoonlijk wijnadvies van de WIjnbeurs.
Een persoonlijk wijnadvies van de WIjnbeurs.Een persoonlijk wijnadvies van de WIjnbeurs.
Een persoonlijk wijnadvies van de WIjnbeurs.
 
De uitdagingen van e-mailmarketing bij dagaanbieders
De uitdagingen van e-mailmarketing bij dagaanbiedersDe uitdagingen van e-mailmarketing bij dagaanbieders
De uitdagingen van e-mailmarketing bij dagaanbieders
 
Weg met keuzestress! personaliseren doe je zo
Weg met keuzestress! personaliseren doe je zoWeg met keuzestress! personaliseren doe je zo
Weg met keuzestress! personaliseren doe je zo
 
Copernica DMARC analyzer
Copernica DMARC analyzer Copernica DMARC analyzer
Copernica DMARC analyzer
 
Partner Mediapakketten
Partner MediapakkettenPartner Mediapakketten
Partner Mediapakketten
 
Nieuwe Europese privacyregulatie
Nieuwe Europese privacyregulatieNieuwe Europese privacyregulatie
Nieuwe Europese privacyregulatie
 
E mailmarketingtrends voor meer conversie!
E mailmarketingtrends voor meer conversie!E mailmarketingtrends voor meer conversie!
E mailmarketingtrends voor meer conversie!
 
Tien e-mailmarketingtrends voor meer conversie
Tien e-mailmarketingtrends voor meer conversieTien e-mailmarketingtrends voor meer conversie
Tien e-mailmarketingtrends voor meer conversie
 
Customer Lifecycle integratie met e-mailmarketing
Customer Lifecycle integratie met e-mailmarketingCustomer Lifecycle integratie met e-mailmarketing
Customer Lifecycle integratie met e-mailmarketing
 
E-mailmarketing Best Practices voor meer conversie - Digital Marketing in 1 Day
E-mailmarketing Best Practices voor meer conversie - Digital Marketing in 1 DayE-mailmarketing Best Practices voor meer conversie - Digital Marketing in 1 Day
E-mailmarketing Best Practices voor meer conversie - Digital Marketing in 1 Day
 
Ontwikkelingen Copernica Marketing Software 2016
Ontwikkelingen Copernica Marketing Software 2016Ontwikkelingen Copernica Marketing Software 2016
Ontwikkelingen Copernica Marketing Software 2016
 

Recently uploaded

Work Experience for psp3 portfolio sasha
Work Experience for psp3 portfolio sashaWork Experience for psp3 portfolio sasha
Work Experience for psp3 portfolio sashasashalaycock03
 
10 Topics For MBA Project Report [HR].pdf
10 Topics For MBA Project Report [HR].pdf10 Topics For MBA Project Report [HR].pdf
10 Topics For MBA Project Report [HR].pdfJayanti Pande
 
Protein Structure - threading Protein modelling pptx
Protein Structure - threading Protein modelling pptxProtein Structure - threading Protein modelling pptx
Protein Structure - threading Protein modelling pptxvidhisharma994099
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17Celine George
 
A gentle introduction to Artificial Intelligence
A gentle introduction to Artificial IntelligenceA gentle introduction to Artificial Intelligence
A gentle introduction to Artificial IntelligenceApostolos Syropoulos
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxraviapr7
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRATanmoy Mishra
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.EnglishCEIPdeSigeiro
 
EBUS5423 Data Analytics and Reporting Bl
EBUS5423 Data Analytics and Reporting BlEBUS5423 Data Analytics and Reporting Bl
EBUS5423 Data Analytics and Reporting BlDr. Bruce A. Johnson
 
Department of Health Compounder Question ‍Solution 2022.pdf
Department of Health Compounder Question ‍Solution 2022.pdfDepartment of Health Compounder Question ‍Solution 2022.pdf
Department of Health Compounder Question ‍Solution 2022.pdfMohonDas
 
Vani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
Vani Magazine - Quarterly Magazine of Seshadripuram Educational TrustVani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
Vani Magazine - Quarterly Magazine of Seshadripuram Educational TrustSavipriya Raghavendra
 
How to Send Emails From Odoo 17 Using Code
How to Send Emails From Odoo 17 Using CodeHow to Send Emails From Odoo 17 Using Code
How to Send Emails From Odoo 17 Using CodeCeline George
 
Slides CapTechTalks Webinar March 2024 Joshua Sinai.pptx
Slides CapTechTalks Webinar March 2024 Joshua Sinai.pptxSlides CapTechTalks Webinar March 2024 Joshua Sinai.pptx
Slides CapTechTalks Webinar March 2024 Joshua Sinai.pptxCapitolTechU
 
Optical Fibre and It's Applications.pptx
Optical Fibre and It's Applications.pptxOptical Fibre and It's Applications.pptx
Optical Fibre and It's Applications.pptxPurva Nikam
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?TechSoup
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesCeline George
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxDr. Asif Anas
 

Recently uploaded (20)

Work Experience for psp3 portfolio sasha
Work Experience for psp3 portfolio sashaWork Experience for psp3 portfolio sasha
Work Experience for psp3 portfolio sasha
 
10 Topics For MBA Project Report [HR].pdf
10 Topics For MBA Project Report [HR].pdf10 Topics For MBA Project Report [HR].pdf
10 Topics For MBA Project Report [HR].pdf
 
Protein Structure - threading Protein modelling pptx
Protein Structure - threading Protein modelling pptxProtein Structure - threading Protein modelling pptx
Protein Structure - threading Protein modelling pptx
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17
 
A gentle introduction to Artificial Intelligence
A gentle introduction to Artificial IntelligenceA gentle introduction to Artificial Intelligence
A gentle introduction to Artificial Intelligence
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
March 2024 Directors Meeting, Division of Student Affairs and Academic Support
March 2024 Directors Meeting, Division of Student Affairs and Academic SupportMarch 2024 Directors Meeting, Division of Student Affairs and Academic Support
March 2024 Directors Meeting, Division of Student Affairs and Academic Support
 
Prescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptxPrescribed medication order and communication skills.pptx
Prescribed medication order and communication skills.pptx
 
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRADUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
DUST OF SNOW_BY ROBERT FROST_EDITED BY_ TANMOY MISHRA
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.
 
EBUS5423 Data Analytics and Reporting Bl
EBUS5423 Data Analytics and Reporting BlEBUS5423 Data Analytics and Reporting Bl
EBUS5423 Data Analytics and Reporting Bl
 
Department of Health Compounder Question ‍Solution 2022.pdf
Department of Health Compounder Question ‍Solution 2022.pdfDepartment of Health Compounder Question ‍Solution 2022.pdf
Department of Health Compounder Question ‍Solution 2022.pdf
 
Vani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
Vani Magazine - Quarterly Magazine of Seshadripuram Educational TrustVani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
Vani Magazine - Quarterly Magazine of Seshadripuram Educational Trust
 
How to Send Emails From Odoo 17 Using Code
How to Send Emails From Odoo 17 Using CodeHow to Send Emails From Odoo 17 Using Code
How to Send Emails From Odoo 17 Using Code
 
Slides CapTechTalks Webinar March 2024 Joshua Sinai.pptx
Slides CapTechTalks Webinar March 2024 Joshua Sinai.pptxSlides CapTechTalks Webinar March 2024 Joshua Sinai.pptx
Slides CapTechTalks Webinar March 2024 Joshua Sinai.pptx
 
Optical Fibre and It's Applications.pptx
Optical Fibre and It's Applications.pptxOptical Fibre and It's Applications.pptx
Optical Fibre and It's Applications.pptx
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 Sales
 
Ultra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptxUltra structure and life cycle of Plasmodium.pptx
Ultra structure and life cycle of Plasmodium.pptx
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 

Email marketing: tips and tricks for webshops

  • 2. Copernica Marketing Software Powerful email marketing Follow up of abandoned shopping carts Customer lifecycle campaigns High email deliverability Several integrations available Split run testing (A/B)
  • 3. Program Developments in the market Tips Summary
  • 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. M-commerce & mobile Bron: Litmus, 2013 In the first half year of 2013, over 2,3 million people purchased an item online using a smartphone or tablet. That’s an increase of 53% compared to the second half of 2012. (Thuiswinkel.org, 2013)
  • 8. 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)
  • 9. Tips you can apply tomorrow!
  • 10. Tip 1: Database management Data is relevance!
  • 11. 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!
  • 12. Tip 1: Database management DATA! Timely & relevant communication to Your visitor Visitor
  • 13. 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
  • 14. Tip 2: Smart use of your data Segmenting based on different data Case Agradi.nl Segmenting & sending specific mails based on: Action via Facebook Clicking behaviour Interest of participants/subscribers Results: 6.000 subscriptions Conversion had an increase of 300% for these BUCAS-blankets
  • 15. Tip 2: Smart use of your data Case: KPN Case: Customers who contact callcenter want to see the device in the store How: Callcenter employee sends a personalized email with special offer based on conversation and location Results: 28% Click through rate 20% went to store and became customer
  • 16. Tip 2: Smart use of your data Verschillende contactmomenten binnen customer life cycle
  • 17. What does your customer lifecycle look like?
  • 18. Tip 3: Turning a hot lead into a customer
  • 19. How do I apply this to my webshop? Visitor comes to your website Creates an account: +1 Clicks in your welcome mail: +2 Clicks on an offer: +5 Purchases something: +10 Makes a second purchase: +5 Lead nurturing helps you increase conversion and loyalty Tip 3: Turning a hot lead into a customer
  • 20. Do you know how many orders aren’t completed within your webshop?
  • 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 4: Abandoned shop cart campagnes Case: Bax-shop.nl Goal: Converting abandoned shopcarts How: Automated email after abandoning shopcart Results: 60% Open rate 34% Click through rate
  • 23. Tip 4: Abandoned shop cart campagnes Case: Manchester United - Nike Goal: Converting abandoned shopcarts How: Automated email campaign after abandoning shopcarts Results: 15% sales comes from emails 85% increase in conversion via mobile emails Overall sales increased with 20%
  • 24. Tip 5: Stimulating repeat purchases Case: IPhone2Day Doel: Cross- and upsell based on known customer data How: Targeted and personalized emailings based on customer data Results: 48% Open rate 17% Click through rate 40% more transactions
  • 25. Tip 5: Stimulating repeat purchases Case: Vliegtickets Goal: Better results from existing customers How: Cross-selling after an online booking Results: Car rental increased by 20% Obtained highest customer satisfaction in the branche: 8,3
  • 26. Tip 6: Reactive sleeping customers! Case: Kleertjes.com Goal: Triggering inactive customers into making a new purchase How: Personalized email after predetermined amount of time incl. discount Results: 27% Open rate 21% Click through rate
  • 27. Who’s planning on optimizing their channels for mobile in 2014?
  • 28. 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) Tip 7: Responsive design
  • 29. Tip 7: Responsive design! Responsive design offers an optimal rendability per client
  • 30. Sequence Navigation Colors Layout Image size Padding Hiding content Tip 7: Responsive design What can you change by using responsive design?
  • 31. Example Crocs: Tip 7: Responsive design Desktop mail vs. static mobile vs. responsive Highest conversion was obtained by using responsive
  • 32. Example Crocs: Tip 7: Responsive design Desktop mail vs. responsive Responsive generated +7,6% CTOR ROI via responsive was higher than desktop version Higher engagement by using responsive email
  • 33. Tip 8: Video in email Mobile email clients support HTML5 better and more often Promotional emails with video generate 278% more ROI than normal promotional emails
  • 34. Tip 8: Video in email Why? Original: attracts attention a lot faster Creates a higher engagement with your brand Viral aspect Numerous possibilities: How-to’s Product demonstrations Testimonials Etcetera
  • 35. Tip 9: Don’t forget your preheader! Attract attention in that inbox!
  • 36. Tip 10: Optimizing deliverability 1 in 5 emails are not delivered
  • 37. 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!
  • 38. Tip 10: Optimizing deliverability Email checks before sending HTML code Spamrating Blacklist Rendering
  • 40. Questions? Michael Heering Copernica BV T: +31 (0)20 – 52 06 190 E: michael.heering@copernica.com W: www.copernica.com twitter.com/CopernicaNL twitter.com/MichaelHeering

Editor's Notes

  1. Waar gaan we het vandaag over hebben? Ontwikkelingen e-mailmarketing voor webwinkeliers Tips Samenvatting
  2. Waar gaan we het vandaag over hebben? Ontwikkelingen online marketing en e-commerce Tips Samenvatting
  3. Het aantal aankopen verricht via mobiele apparaten groeit onverminderd door. Begin vorig jaar was het aantal aankopen verricht binnen webwinkels al gegroeid tot 38% van het totaal aantal aankopen. Er wordt tegenwoordig meer e-mail mobiel gelezen dan op een desktop of via webmail.
  4. Koppel je webwinkel platform met marketingsoftware als Copernica om je data continue up-to-date te houden en alle data uit je webwinkel of CRM-systeem of CMS-systeem op te slaan in 1 overzichtelijke database. Al deze gegevens kan je dan gebruiken om geautomatiseerde event driven marketingcampagnes op te zetten
  5. Koppel je webwinkel platform met marketingsoftware als Copernica om je data continue up-to-date te houden en alle data uit je webwinkel of CRM-systeem of CMS-systeem op te slaan in 1 overzichtelijke database. Al deze gegevens kan je dan gebruiken om geautomatiseerde event driven marketingcampagnes op te zetten
  6. Combinatie van Facebook actie met e-mailmarketing: zorgde voor bereik van ruim 200.000 klanten/prospects
  7. Tussentijdse omzet vergroten (retentie) Herhalingsverkoop stimuleren (winback)
  8. Tussentijdse omzet vergroten (retentie) Herhalingsverkoop stimuleren (winback)
  9. Waarom is data dan zo belangrijk en hoe kan het bijdragen aan die relevantie, aan de inzet van event driven e-mailcampagnes en uiteindelijk aan een verhoogde conversie? Omdat er vaak verborgen conversiemogelijkheden zitten in data waarvan je misschien niet eens weet dat je er over beschikte. Zo hebben wij een klant die er pas achterkwam dat hij 150 achtergelaten winkelwagentjes PER DAG binnenkreeg waar hij niks mee deed.
  10. Gemiddeld uitvalpercentage ligt rond de 66% en conversiepercentage rond de 15%-20% Naast generieke abandoned shop cart mail kan je hierbij ook kiezen voor een wat gebruiksvriendelijke service mail waarin je vraagt of er iets mis ging en of je kan helpen
  11. Hoe wordt er dan gepersonaliseerd? Productaanbiedingen gebruikt op basis van een eerdere aankoop waar een klant misschien behoefte aan heeft. In dit geval producten handig voor een iPhone-gebruiker. Daarnaast een persoonlijke kortingscode. Daarmee kan er bijvoorbeeld bij de winkel of vanuit de webshop bijgehouden worden wie er gebruik maakt van de actie en wie niet.
  12. Hoe wordt er dan gepersonaliseerd? Productaanbiedingen gebruikt op basis van een eerdere aankoop waar een klant misschien behoefte aan heeft. In dit geval producten handig voor een iPhone-gebruiker. Daarnaast een persoonlijke kortingscode. Daarmee kan er bijvoorbeeld bij de winkel of vanuit de webshop bijgehouden worden wie er gebruik maakt van de actie en wie niet.
  13. Zorg ervoor dat het voor een gebruiker altijd duidelijk is waar hij op moet klikken en wat hij achter deze link mag verwachten. Veroorzaak daarbij geen verwarring door teveel call-to-actions in een mailing terug te laten komen. Een ander punt waar je op moet letten wanneer je bijvoorbeeld een hyperlink als www.jouwwebsite.com gebruikt: zorg ervoor dat de link erachter overeenkomt met de hyperlink zelf. Bij marketing software wordt bijvoorbeeld deze hyperlink aangevuld met code om de respons van je mailing te monitoren waardoor de hyperlink niet meer overeenkomt. Dit zorgt ervoor dat je spamscore op loopt en dat spamfilters je makkelijker zullen labelen als spammer. Wat extra aandachtspunten (als je tijd hebt om ze te benoemen) Vermijd kleine buttons en kleine tekst voor links Tekstlinks moeten niet kleiner zijn dan de standaard tekst en call-to-action buttons moeten echt opvallen. Vermijd het gebruik van afbeeldingen als de enige link Als je afbeeldingen gebruikt als call-to-action, zorg er dan voor dat er ook een tekstuele call-to-action in de buurt staat. Link belangrijke commando’s Als er iets is dat de bezoeker geacht wordt te doen, zeg dat dan, en link er naar toe om het duidelijk en makkelijk te maken. Laat ruimte tussen links en buttons Laat ruimte over tussen links en buttons zodat ze beter opvallen. Limiteer het aantal links op een pagina Dit aantal varieert van pagina tot pagina, maar er is een grens. Als deze wordt overschreden moeten er teveel beslissingen worden gemaakt door de bezoeker. Onderstreep alle links Alle links in body tekst moeten onderstreept worden. Bezoekers zijn hieraan gewend en herkennen de links hierdoor beter. Beschrijf de bestemmingspagina Elke link moet de bezoeker basaal laten weten wat voor informatie hij zal vinden als hij erop heeft geklikt.
  14. What is interesting about these results is that many brands create a mobile-friendly version (like Version B: Static Mobile) which they link to in the header of a desktop version. However, this static mobile version was consistently the worst performer across all three versions, further justifying the reason for redesigning and recoding for responsive.
  15. Gebruik die preheader ter versterking van je onderwerpregel. Je klanten worden iedere dag bestookt met online nieuwsbrieven en aanbiedingen dat je er vanaf het begin wel tussenuit moet springen. Probeer het in je preheader altijd zo kort mogelijk en to-the-point te houden. Je hebt niet veel ruimte (in Gmail heb je met onderwerpregel en snippet ongeveer 100 karakters). Test ook altijd je e-mails en weergave van preheaders. In sommige previewpanes worden deze niet volledig getoond vanwege centreren van de preheader. Overweeg in dat geval om je preheader volledig links te tonen. Zoals voorbeeld Suitable.
  16. Waar gaan we het vandaag over hebben? Ontwikkelingen e-mailmarketing voor webwinkeliers Tips Samenvatting