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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
Program


    Evolution of internet and ecommerce
    Email marketing today
    Tips
    Summary




www.copernica.com
Internet
 In the beginning…




www.copernica.com
Internet
 And more…




www.copernica.com
Internet
 And today…




www.copernica.com
Email marketing today
 Email dead? Don’t think so:




                               Bron: http://blogs.smartertools.com, 2011




www.copernica.com
Email marketing today
 Did you know that:




                        Bron: http://royal.pingdom.com, 2011




www.copernica.com
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
Tips for tomorrow!




www.copernica.com
Tips for tomorrow!




www.copernica.com
Tip: database management




                    Divide and Conquer!
www.copernica.com
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
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
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
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
Tip: event driven email
  Seamless integrations help even more!




                              DATA!




                                       Timely
                                      Relevant
                                      Messages

                           Visitor

www.copernica.com
Tip: event driven email

 • Winbackmail
     • Open rate: 22%

     • CTR: 15%

   Abandoned Shopcart mail
     • Open rate: 55%

     • CTR: 29%




www.copernica.com
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
Tip: optimizing for mobile

        In 2012 we’re changing mouses




www.copernica.com
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
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
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
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
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
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
Tip: Optimizing deliverability




                1 in 5 emails doesn’t reach the inbox



www.copernica.com
Tip: Optimizing deliverability

 •   Maintain spamrating

      Tests based on:

            Sender and subject

            Spam sensitivity text

            Images




www.copernica.com
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
Tip: Optimizing deliverability

 •   Email checks before sending

         • HTML code
         • Blacklist

         • Renderability




www.copernica.com
Tip: Maintaining email reputation




            Good email reputation = optimal deliverability


www.copernica.com
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
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
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
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
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
Summary of tips




www.copernica.com
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

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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
  • 11. Tip: database management Divide and Conquer! www.copernica.com
  • 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 www.copernica.com
  • 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 www.copernica.com
  • 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/ www.copernica.com
  • 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 www.copernica.com
  • 16. Tip: event driven email Seamless integrations help even more! DATA! Timely Relevant Messages Visitor www.copernica.com
  • 17. Tip: event driven email • Winbackmail • Open rate: 22% • CTR: 15% Abandoned Shopcart mail • Open rate: 55% • CTR: 29% www.copernica.com
  • 18. 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
  • 19. Tip: optimizing for mobile In 2012 we’re changing mouses www.copernica.com
  • 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 www.copernica.com
  • 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"> www.copernica.com
  • 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 www.copernica.com
  • 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 www.copernica.com
  • 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 www.copernica.com
  • 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 www.copernica.com
  • 26. Tip: Optimizing deliverability 1 in 5 emails doesn’t reach the inbox www.copernica.com
  • 27. Tip: Optimizing deliverability • Maintain spamrating Tests based on: Sender and subject Spam sensitivity text Images www.copernica.com
  • 28. 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
  • 29. Tip: Optimizing deliverability • Email checks before sending • HTML code • Blacklist • Renderability www.copernica.com
  • 30. Tip: Maintaining email reputation Good email reputation = optimal deliverability www.copernica.com
  • 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) www.copernica.com
  • 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 www.copernica.com
  • 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+ www.copernica.com
  • 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 www.copernica.com
  • 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 www.copernica.com
  • 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 www.copernica.com

Editor's Notes

  1. Cijfers van e-mailmonday komen voort uit samenbrengen van verschillende onderzoeken wereldwijd uitgevoerd
  2. 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