10 email marketing tips for web shops in 2012
DESCRIPTION
Walter van der Scheer, Commercial Manager Copernica Marketing Software30% of all emails are read mobile, 11% of all sent commercial emails will never reach the inbox. Email is still very much alive. However, you will need to constantly adjust your strategy and see if your email marketing activities are up-to-date and accurate. Do you optimize your emailings for mobile use? What do you do to increase your email deliverability? How do you manage your unsubscribers and abuse reports? During this session, you’ll get to see how you can improve your email marketing activities for 2012. 10 tips which are ready to use the following day!As a visitor you’ll learn how to: Improve your email marketing activities Get higher conversion out of your email marketing Optimize your emails for mobile use Improve your email deliverability Manage your sender reputation Optimally use your customer databaseTRANSCRIPT
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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)
Program
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Evolution of internet and ecommerce
Email marketing today
Tips
Summary
Internet
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In the beginning…
Internet
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And more…
Internet
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And today…
Email marketing today
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Email dead? Don’t think so:
Bron: http://blogs.smartertools.com, 2011
Email marketing today
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Did you know that:
Bron: http://royal.pingdom.com, 2011
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)
Tips for tomorrow!
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Tips for tomorrow!
Tip: database management
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Divide and Conquer!
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
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
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
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
Tip: event driven email
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Seamless integrations help even more!
DATA!
TimelyRelevantMessages
Visitor
Tip: event driven email
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Winbackmail
Open rate: 22%
CTR: 15%
Abandoned Shopcart mail
Open rate: 55%
CTR: 29%
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…
Tip: optimizing for mobile
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In 2012 we’re changing mouses
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
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">
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
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
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%
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
Tip: Optimizing deliverability
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1 in 5 emails doesn’t reach the inbox
Tip: Optimizing deliverability
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Maintain spamrating
Tests based on:
Sender and subject
Spam sensitivity text
Images
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!
Tip: Optimizing deliverability
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Email checks before sending
HTML code
Blacklist
Renderability
Tip: Maintaining email reputation
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Good email reputation = optimal deliverability
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)
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
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+
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
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
Summary of tips
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Thank you for your attention!
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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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