Published on February 26, 2014
PERSONALISE & PROSPER
firstname.lastname@example.org www.copernica.com @copernicauk email@example.com www.copernica.com @wvanderscheer
COPERNICA • • • • Multi-channel Marketing Automation Software 3500 users across many industry sectors 300 partners across Europe Largest marketing automation software provider in Europe
HAVE WE COME SO FAR? • • • Highly targeted To someone known About something relevant
HAVE WE COME SO FAR?
HAVE WE COME SO FAR? • • • • • Anticipated Personal Important Valuable Looked forward to!
Spray & Pray IS NOT AN ACCEPTABLE STRATEGY
WHY IS RELEVANCE IMPORTANT?
WHY IRRELEVANCE IS A PROBLEM Reasons why people unsubscribe from emails Source: Copernica Email Summit 2013
UNDERSTAND YOUR CUSTOMER LIFECYCLE
FIRST THINGS FIRST… Get your metrics right: ‘Marketing needs to make a measurable impact on revenue growth’
Case Study: MAN UTD SOCCER SCHOOLS • • • MUSS operated by Nike as part of the long term merchandising agreement with MUFC Nike uses MUSS to promote the MUFC brand globally through football experiences Reaching hundreds of thousands of children and parents in every part of the world
Case Study: MAN UTD SOCCER SCHOOLS • International audience • High order value • Long customer lifecycle • Complicated buying process • High abandonment rates • Huge administration overhead
Data = Personalise
CREATING PROFILES: What do we know?
CREATING PROFILES: What could we know?
CAPTURE DATA • • • • • • Parents or Guardian details Child details – name, age, gender, medical details Person transacting Products viewed / booked Payment options Deposits and balance payments
TRANSLATE DATA INTO Personalised Content • • • • • • • Offers Incentives Calls-to-action Images Links Recommendations Landing pages RELEVANT CAMPAIGNS HAVE… & 30% HIGHER OPEN RATES 50% HIGHER CLICK THROUGH RATES
ENGAGE AND NURTURE EVERY Prospect and Customer Highly personalised newsletters Relevant offer emails Brochure requests Stepped cart abandonment emails Triggered thank you and cancellation emails Chase up payments Sell extras Pre-stay emails Review your experience
EMAIL EXAMPLE Promotional Offers Image specific Temp based
The Result… • Open rate 8% • Conversion rate tripled • Reduced costs
• • • • Automation is the key Use the data to trigger these campaigns Sends one to one emails at the right time Gives you more time to focus on the things that matter I haven’t got time!
RECAP…. The most complete marketing software for automated campaigns with email, webpages, SMS, Social Media, opinion gathering and print. • One platform for multi-channel campaigns • User-friendly interface • Data management tools • Elaborate campaign statistics and testing options • Links to external systems (SOAP)
HOW MUCH DOES It Cost? • • • • • Single user license only £160 per month Volume based email bundles Free for the first three months Free training support Advanced certification program
THANK YOU…. firstname.lastname@example.org www.copernica.com @copernicauk email@example.com www.copernica.com @wvanderscheer
Any questions? VISIT US AT STAND C10!
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