increase relevancy in email marketing in e-commerce | copernica summit 2014

Increase relevancy in your Emails

Personalized - Relevant - Automatic

Retail Succes

• Right Product • Right Place • Right Time • Right Price

Paradigm Shift in (Online) Retail

source: blogs.cisco.com

Retail Succes

• Right Product • Right Place • Right Time • Right Price

Performance

• Precision • Personalization • Prediction • Platforms

Paradigm Shift in (Online) Retail

source: blogs.cisco.com

Webshop with Brains

The next phase in E-Commerce

Use to interact individually with

online customers Big Data

Machine learning

Real-time tracking

Personalization

Show relevant content

based on the intent

of the moment

Why Personalize?

Effective customer acquisition and monetization.

Activation (First

Purchase)

Retention (Repeat

Purchases)

Referral (Tells

Others)

Acquisition (User Visits

Shop)

Why Personalize?

Effective customer acquisition and monetization.

Activation (First

Purchase)

Retention (Repeat

Purchases)

Referral (Tells

Others)

Acquisition (User Visits

Shop)

Why Personalize?

Effective customer acquisition and monetization.

Activation (First

Purchase)

Retention (Repeat

Purchases)

Referral (Tells

Others)

Acquisition (User Visits

Shop)

Why Personalize?

Effective customer acquisition and monetization.

Activation (First

Purchase)

Retention (Repeat

Purchases)

Referral (Tells

Others)

Acquisition (User Visits

Shop)

The Foundation

Webshop Personalization

Webshop Personalization

• Automatic • Dynamic • Relevant • Based on

Intent Real-Time Profiling

Collective Intelligence

Example (using Pleisty)

Example (using Pleisty) Based on customer preferences (collective

intelligence and real-time profiling)

Example (without Pleisty)

Example (without Pleisty) Only based on

history

Webshop Personalization

What can be personalized? – Home page

– Banners

– Category page

– Product page

– Landing page

– Shopping cart

Webshop Personalization

What can be personalized? – Home page

– Banners

– Category page

– Product page

– Landing page

– Shopping cart

Webshop Personalization

What can be personalized? – Home page

– Banners

– Category page

– Product page

– Landing page

– Shopping cart

Webshop Personalization

What can be personalized? – Home page

– Banners

– Category page

– Product page

– Landing page

– Shopping cart

Webshop Personalization

What can be personalized? – Home page

– Banners

– Category page

– Product page

– Landing page

– Shopping cart

Webshop Personalization

What can be personalized? – Home page

– Banners

– Category page

– Product page

– Landing page

– Shopping cart

Email Marketing

Personalization

Personalizing Email

Always deliver relevant content to each individual subscriber

Personalized Email Campaign

Segment (who do we target)

Content (algorithms, what do we send)

Scheduling (when, how often)

Template (design, layout)

Test

Send

Measure & Optimize

Who Do I Target?

Example target segment

All visitors … that recently visited the shop

…

Who Do I Target?

Example target segment

All visitors … that recently visited the shop

… and prefer red wines

… from Spain

…

Let’s target

these guys!

Content

Content

Recommendations are generated for each user

Scheduling

Next day at 8:00 am after event (eg.

Abandoned Cart, Viewed Items)

Repeat every

Tuesday at 9:00 am

No more than 4

emails per week

Automatic sending rules and frequency

From: Retailer | To: Me

Summer Sale 10% OFF !

Recommended for You

Free accessories with every purchase

From: Retailer | To: Me

Summer Sale 10% OFF !

Recommended for You

Free bag with every purchase

Static Content

Dynamic Content

Template

How Does It Work?

• Manage rules and algorithms

• Generate content (products, banners)

• Push content to Copernica

• Email templates • Generate and send

personalized emails • Manage subscriptions

How Does It Work?

How Does It Work? <table>

<col width="75">

<col width="250">

<col width="75">

<col width="250">

<tr>

<td><a href="{$ProductURL1}"><img

src={$ProductImage1} alt="{$ProductTitle1}"

border="0"></a></td>

<td><a

href="{$ProductURL1}"><b>{$ProductTitle1}</b></a><

br><br>{$ProductDescription1}<br><br><a

href="{$ProductURL1}">Naar de

{$ProductTitle1}</a></td>

<td><a href="{$ProductURL2}"><img

src={$ProductImage2} alt="{$ProductTitle2}"

border="0"></a></td>

<td><a

href="{$ProductURL2}"><b>{$ProductTitle2}</b></a><

br><br>{$ProductDescription2}<br><br><a

href="{$ProductURL2}">Naar de

{$ProductTitle2}</a></td>

</tr>

</table>

<a href="{$ProductURL1}">

<img src={$ProductImage1}

alt="{$ProductTitle1}"></a>

{$ProductDescription1}

<a href="{$ProductURL1}">

Naar de {$ProductTitle1}</a>

Measure and Optimize

Questions?

Herbert Weustenenk

Cristian Darie

www.pleisty.com

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(*) costs: 1 business card

(**) while stock lasts