herbert weustenenk - increase relevancy in your emails
DESCRIPTION
Ontvangers van e-mail verwachten relevante aanbiedingen die aansluiten bij hun interesses. Maar hoe weet je nu wat hen interesseert? Met een plug-in op je website sla je voorkeuren en het gedrag van een websitebezoeker in een persoonlijk profiel op. Aan de hand van deze data stuur je via Copernica automatisch gegenereerde persoonlijke aanbiedingen. De cases in deze presentatie laten zien hoe je de conversie van je webwinkel verhoogt met één-op-één e-mailmarketing.TRANSCRIPT
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Increase relevancyin your Emails
Personalized - Relevant - Automatic
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Retail Succes
• Right Product• Right Place• Right Time• Right Price
Paradigm Shift in (Online) Retail
source: blogs.cisco.com
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Retail Succes
• Right Product• Right Place• Right Time• Right Price
Performance
• Precision• Personalization• Prediction• Platforms
Paradigm Shift in (Online) Retail
source: blogs.cisco.com
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Webshop with Brains
The next phase in E-Commerce
Use to interact individually with online customers
Big DataMachine learningReal-time tracking
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Personalization
Show relevant content based on the intent
of the moment
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Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
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Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
![Page 8: Herbert Weustenenk - Increase relevancy in your Emails](https://reader033.vdocuments.us/reader033/viewer/2022042607/55389bfe4a79598f768b47c1/html5/thumbnails/8.jpg)
Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
![Page 9: Herbert Weustenenk - Increase relevancy in your Emails](https://reader033.vdocuments.us/reader033/viewer/2022042607/55389bfe4a79598f768b47c1/html5/thumbnails/9.jpg)
Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
![Page 10: Herbert Weustenenk - Increase relevancy in your Emails](https://reader033.vdocuments.us/reader033/viewer/2022042607/55389bfe4a79598f768b47c1/html5/thumbnails/10.jpg)
The Foundation
Webshop Personalization
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Webshop Personalization
• Automatic• Dynamic• Relevant• Based on
IntentReal-Time Profiling
Collective Intelligence
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Example (using Pleisty)
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Example (using Pleisty)Based on customer preferences (collective
intelligence and real-time profiling)
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Example (without Pleisty)
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Example (without Pleisty)Only based on
history
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Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
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Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
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Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 19: Herbert Weustenenk - Increase relevancy in your Emails](https://reader033.vdocuments.us/reader033/viewer/2022042607/55389bfe4a79598f768b47c1/html5/thumbnails/19.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 20: Herbert Weustenenk - Increase relevancy in your Emails](https://reader033.vdocuments.us/reader033/viewer/2022042607/55389bfe4a79598f768b47c1/html5/thumbnails/20.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 21: Herbert Weustenenk - Increase relevancy in your Emails](https://reader033.vdocuments.us/reader033/viewer/2022042607/55389bfe4a79598f768b47c1/html5/thumbnails/21.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 22: Herbert Weustenenk - Increase relevancy in your Emails](https://reader033.vdocuments.us/reader033/viewer/2022042607/55389bfe4a79598f768b47c1/html5/thumbnails/22.jpg)
Email Marketing
Personalization
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Personalizing Email
Always deliver relevant content to each individual subscriber
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Personalized Email CampaignSegment (who do we target)
Content (algorithms, what do we send)
Scheduling (when, how often)
Template (design, layout)
Test
Send
Measure & Optimize
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Who Do I Target?
Example target segmentAll visitors
… that recently visited the shop
…
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Who Do I Target?
Example target segmentAll visitors
… that recently visited the shop
… and prefer red wines
… from Spain
…
Let’s target these guys!
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Content
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ContentRecommendations are generated for each user
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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
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From: Retailer | To: Me
Summer Sale10% OFF !
Recommended for You
Free accessories with every purchase
From: Retailer | To: Me
Summer Sale10% OFF !
Recommended for You
Free bag with every purchase
Static Content
DynamicContent
Template
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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
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How Does It Work?
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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>
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Measure and Optimize
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Questions?
Herbert [email protected]
Cristian [email protected]
www.pleisty.com
Thirsty?
Visit our booth in the lobby and pick up a free*bottle**
(*) costs: 1 business card(**) while stock lasts