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www.copernica.com
10 email marketing tips for web shops in 2012
28-03-2012
Walter van der Scheer
Powerful email marketing
Follow-up abandoned shopping carts
Customer life-cycle campaigns
High email deliverability
Several integrations available
Split-run testing (A/B)
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Program
www.copernica.com
Evolution of internet and ecommerce
Email marketing today
Tips
Summary
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Internet
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In the beginning…
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Internet
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And more…
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Internet
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And today…
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Email marketing today
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Email dead? Don’t think so:
Bron: http://blogs.smartertools.com, 2011
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Email marketing today
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Did you know that:
Bron: http://royal.pingdom.com, 2011
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Email marketing today
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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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Tips for tomorrow!
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Tips for tomorrow!
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Tip: database management
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Divide and Conquer!
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Tip: database management
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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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Tip: event driven email
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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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Tip: event driven email
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http://www.listrak.com/Whitepaper/SCAIR1000/
Why aren’t they (YOU) doing it?
Too complex
No time
Integration challenges
Client buy in
Cost?
Top 1000 internet retailers
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Tip: event driven email
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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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Tip: event driven email
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Seamless integrations help even more!
DATA!
TimelyRelevantMessages
Visitor
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Tip: event driven email
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Winbackmail
Open rate: 22%
CTR: 15%
Abandoned Shopcart mail
Open rate: 55%
CTR: 29%
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Tip: event driven email
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Other possibilities:
Welcome mailing
Retention mailing
Reminders
Birthday mailing
Cross- and up-sell mailing
First purchase
And many more…
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Tip: optimizing for mobile
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In 2012 we’re changing mouses
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Tip: optimizing for mobile
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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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Tip: optimizing for mobile
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@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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Tip: optimizing for mobile
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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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Tip: Be transparant – Dutch E-mail Code
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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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Tip: Fully optimize email
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Copernica research amongst publishers, travel, etailers showed points that need more attention:
Subscriptionprocess
Correct use ofemail addresses
Providedcontact
data
Un- subscribe
Attachment size
Percentage ofcompanies who apply the rules
46% 30% 66% 100% 100%
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Tip: Fully optimize email
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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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Tip: Optimizing deliverability
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1 in 5 emails doesn’t reach the inbox
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Tip: Optimizing deliverability
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Maintain spamrating
Tests based on:
Sender and subject
Spam sensitivity text
Images
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Tip: Optimizing deliverability
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Dealing with unsubscribers
Contributes to data quality:
Automated processing
List-unsubscribe header
Double opt-out
Always offer an opt-out!
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Tip: Optimizing deliverability
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Email checks before sending
HTML code
Blacklist
Renderability
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Tip: Maintaining email reputation
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Good email reputation = optimal deliverability
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Tip: maintaining email reputation
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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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Tip: maintaining email reputation
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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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Tip: Think beyond email
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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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Tip: Testing, testing, testing
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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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Tip: Testing, testing, testing
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Example: type of campaign
Abandoned shopping cart email, call-to-action‘Click here to see your movies’ vs. ‘Save 5 dollars on your order’
‘Save’ : 36% more orders &
59% more products sold per order
‘Your movies’:From 23% CTR to 25% CTR
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Summary of tips
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Thank you for your attention!
www.copernica.com
Walter van der Scheer
Commercial Manager
T: +31 (0)23 – 75 10 500
http://www.linkedin.com/in/waltervanderscheer
twitter.com/wvanderscheer
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+ an offer to start testing Copernica