Email marketing is evolving with developments in mobile, personalization, and automation. Tips for webshops include centralizing customer data to improve relevance, segmenting customers based on their actions and interests, sending abandoned cart emails to recover sales, stimulating repeat purchases through targeted campaigns, re-engaging inactive customers, using responsive design for mobile optimization, including video to boost engagement, using preheaders to grab attention, and optimizing deliverability through list hygiene and spam checks.

1. Email marketing for
webshops:
tips & tricks

2. 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)

3.  Developments in the market
 Tips
 Summary
Program

4. Developments in the market

5. 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

6. 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)

7. 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)

8. 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)

9. Tips you can apply tomorrow!

10. Tip 1: Database management
Data is relevance!

11. Tip 1: Database management
Use 1 centralized database
Extensive possibilities to segment
Selections for each campaign
Constant, automated profile enrichment
Mind the quality of your data!

12. Tip 1: Database management
DATA!
Timely & relevant
communication to
Your visitor
Visitor

13. 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

14. Tip 2: Smart use of your data
Segmenting based on different data
Case Agradi.nl
Segmenting & sending specific mails based on:
Actions via Facebook
Clicking behaviour
Interest of participants/subscribers
Results:
6.000 subscriptions
Conversion had an increase of 300% for
these BUCAS-blankets

15. Tip 2: Smart use of your data
Case: KPN
Customers who contact the
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

16. Tip 2: Smart use of your data
Different contact moments within the customer life cycle

17. What does your customer lifecycle look
like?

18. Tip 3: Turning a hot lead into a customer

19. 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

20. Do you know how many orders aren’t
completed within your webshop?

21. 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)

22. 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

23. Tip 4: Abandoned shop cart campagnes
Case: Manchester United - Nike
Goal: Converting abandoned
shopcarts
How: Automated email campaign
after abandoning shopcarts
Results:
15% sales comes from emails
85% increase in conversion via mobile emails
Overall sales increased with 20%

24. 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

25. 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

26. 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

27. Who’s planning on optimizing their channels for mobile in 2014?

28. “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

29. Tip 7: Responsive design!
Responsive design offers an
optimal rendability per client

30. Sequence
Navigation
Colors
Layout
Image size
Padding
Hiding content
Tip 7: Responsive design
What can you change by using responsive design?

31. Example Crocs:
Tip 7: Responsive design
Static mobile vs. Desktop mail vs. Responsive
Highest conversion was obtained by using responsive

32. 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

33. Tip 8: Video in email
Mobile email clients support HTML5 better and more often
Promotional emails with video generate 278% more ROI than
normal promotional emails

34. 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

35. Tip 9: Don’t forget your preheader!
Attract attention in that inbox!

36. Tip 10: Optimizing deliverability
1 in 5 emails are not delivered

37. Tip 10: Optimizing deliverability
Taking care of unsubscribers
Helps you maintain good data quality:
Automated process
List-unsubscribe header
Double opt-out
 Unsubscribe me
 Do not unsubscribe me
 Do not unsubscribe me, change frequency
Always offer an opt-out!

38. Tip 10: Optimizing deliverability
Email checks before sending
HTML code
Spamrating
Blacklist
Rendering

39. Summary

40. twitter.com/Copernica_DE
Copernica BV
T: +49 211 / 417414-0
E: info@copernica.com
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