email marketing: tips and tricks for webshops

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

E: michael.heering@copernica.com

W: www.copernica.com

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