Walter van der Scheer, Commercial Manager Copernica Marketing Software 30% of all emails are read mobile, 11% of all sent commercial emails will never reach the inbox. Email is still very much alive. However, you will need to constantly adjust your strategy and see if your email marketing activities are up-to-date and accurate. Do you optimize your emailings for mobile use? What do you do to increase your email deliverability? How do you manage your unsubscribers and abuse reports? During this session, you’ll get to see how you can improve your email marketing activities for 2012. 10 tips which are ready to use the following day! As a visitor you’ll learn how to: Improve your email marketing activities Get higher conversion out of your email marketing Optimize your emails for mobile use Improve your email deliverability Manage your sender reputation Optimally use your customer database

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
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2. Program
Evolution of internet and ecommerce
Email marketing today
Tips
Summary
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3. Internet
In the beginning…
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4. Internet
And more…
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5. Internet
And today…
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6. Email marketing today
Email dead? Don’t think so:
Bron: http://blogs.smartertools.com, 2011
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7. Email marketing today
Did you know that:
Bron: http://royal.pingdom.com, 2011
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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)
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9. Tips for tomorrow!
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10. Tips for tomorrow!
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11. Tip: database management
Divide and Conquer!
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12. 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
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13. 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
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14. 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/
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15. 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
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16. Tip: event driven email
Seamless integrations help even more!
DATA!
Timely
Relevant
Messages
Visitor
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17. Tip: event driven email
• Winbackmail
• Open rate: 22%
• CTR: 15%
Abandoned Shopcart mail
• Open rate: 55%
• CTR: 29%
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18. Tip: event driven email
Other possibilities:
Welcome mailing
Retention mailing
Reminders
Birthday mailing
Cross- and up-sell mailing
First purchase
And many more…
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19. Tip: optimizing for mobile
In 2012 we’re changing mouses
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20. 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
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21. 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">
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22. 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
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23. 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
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24. 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
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25. 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
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26. Tip: Optimizing deliverability
1 in 5 emails doesn’t reach the inbox
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27. Tip: Optimizing deliverability
• Maintain spamrating
Tests based on:
Sender and subject
Spam sensitivity text
Images
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28. Tip: Optimizing deliverability
• Dealing with unsubscribers
Contributes to data quality:
Automated processing
List-unsubscribe header
Double opt-out
Always offer an opt-out!
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29. Tip: Optimizing deliverability
• Email checks before sending
• HTML code
• Blacklist
• Renderability
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30. Tip: Maintaining email reputation
Good email reputation = optimal deliverability
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31. 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)
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32. 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
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33. 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+
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34. 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
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35. 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
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36. Summary of tips
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37. 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
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