Published on March 20, 2014
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
Questions? Michael Heering Copernica BV T: +31 (0)20 – 52 06 190 E: email@example.com W: www.copernica.com twitter.com/CopernicaNL twitter.com/MichaelHeering
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