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 shopcartsResults:
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 designWhat 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 emailMobile 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
W: www.copernica.com
twitter.com/CopernicaNL
twitter.com/MichaelHeering
