Would you like to know how email marketing can help you get better results and higher conversion from you web shop? Do you want to discover how marketing automation and lead nurturing will help you increase your return on investment and create a better engagement with your clients? During his presentation, Michael Heering takes you along several tips and tricks and best practices showing you how to gain control over your data and set up the best possible email marketing campaigns.

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. Program
Developments in the market
Tips
Summary

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
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:
Action 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
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

16. Tip 2: Smart use of your data
Verschillende contactmomenten binnen 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
Desktop mail vs. static mobile 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
Always offer an opt-out!

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

39. Summary

40. Questions?
Michael Heering
Copernica BV
T: +31 (0)20 – 52 06 190
E: michael.heering@copernica.com
W: www.copernica.com
twitter.com/CopernicaNL
twitter.com/MichaelHeering