increase relevancy in your emails - herbert weustenenk @ copernica summit 2014
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
![Page 1: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/1.jpg)
Increase relevancyin your Emails
Personalized - Relevant - Automatic
![Page 2: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/2.jpg)
Retail Succes
• Right Product• Right Place• Right Time• Right Price
Paradigm Shift in (Online) Retail
source: blogs.cisco.com
![Page 3: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/3.jpg)
Retail Succes
• Right Product• Right Place• Right Time• Right Price
Performance
• Precision• Personalization• Prediction• Platforms
Paradigm Shift in (Online) Retail
source: blogs.cisco.com
![Page 4: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/4.jpg)
Webshop with Brains
The next phase in E-Commerce
Use to interact individually with online customers
Big DataMachine learningReal-time tracking
![Page 5: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/5.jpg)
Personalization
Show relevant content based on the intent
of the moment
![Page 6: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/6.jpg)
Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
![Page 7: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/7.jpg)
Why Personalize?
Effective customer acquisition and monetization.
Activation (First
Purchase)
Retention (Repeat
Purchases)
Referral (Tells
Others)
Acquisition (User Visits
Shop)
![Page 8: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/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: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/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: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/10.jpg)
The Foundation
Webshop Personalization
![Page 11: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/11.jpg)
Webshop Personalization
• Automatic• Dynamic• Relevant• Based on
IntentReal-Time Profiling
Collective Intelligence
![Page 12: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/12.jpg)
Example (using Pleisty)
![Page 13: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/13.jpg)
Example (using Pleisty)Based on customer preferences (collective
intelligence and real-time profiling)
![Page 14: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/14.jpg)
Example (without Pleisty)
![Page 15: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/15.jpg)
Example (without Pleisty)Only based on
history
![Page 16: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/16.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 17: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/17.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 18: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/18.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 19: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/19.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 20: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/20.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 21: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/21.jpg)
Webshop Personalization
What can be personalized?– Home page– Banners– Category page – Product page– Landing page– Shopping cart
![Page 22: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/22.jpg)
Email Marketing
Personalization
![Page 23: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/23.jpg)
Personalizing Email
Always deliver relevant content to each individual subscriber
![Page 24: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/24.jpg)
Personalized Email CampaignSegment (who do we target)
Content (algorithms, what do we send)
Scheduling (when, how often)
Template (design, layout)
Test
Send
Measure & Optimize
![Page 25: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/25.jpg)
Who Do I Target?
Example target segmentAll visitors
… that recently visited the shop
…
![Page 26: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/26.jpg)
Who Do I Target?
Example target segmentAll visitors
… that recently visited the shop
… and prefer red wines
… from Spain
…
Let’s target these guys!
![Page 27: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/27.jpg)
Content
![Page 28: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/28.jpg)
ContentRecommendations are generated for each user
![Page 29: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/29.jpg)
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
![Page 30: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/30.jpg)
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
![Page 31: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/31.jpg)
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
![Page 32: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/32.jpg)
How Does It Work?
![Page 33: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/33.jpg)
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>
![Page 34: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/34.jpg)
Measure and Optimize
![Page 35: Increase relevancy in your Emails - Herbert Weustenenk @ Copernica Summit 2014](https://reader033.vdocuments.us/reader033/viewer/2022061119/546b3449af7959651f8b5a2d/html5/thumbnails/35.jpg)
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