Increase relevancy in email marketing in E-commerce | Copernica Summit 2014
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Transcript of Increase relevancy in email marketing in E-commerce | Copernica Summit 2014
![Page 1: Increase relevancy in email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/html5/thumbnails/1.jpg)
Increase relevancy in your Emails
Personalized - Relevant - Automatic
![Page 2: Increase relevancy in email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/html5/thumbnails/2.jpg)
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 Data
Machine learning
Real-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: Increase relevancy in email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/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 email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/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 email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/html5/thumbnails/10.jpg)
The Foundation
Webshop Personalization
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Webshop Personalization
• Automatic • Dynamic • Relevant • Based on
Intent Real-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
![Page 18: Increase relevancy in email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/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 email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/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 email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/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 email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/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 email marketing in E-commerce | Copernica Summit 2014](https://reader034.fdocuments.in/reader034/viewer/2022051609/547b32785806b50d408b45bc/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 Campaign
Segment (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 segment
All visitors … that recently visited the shop
…
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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!
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Content
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Content
Recommendations 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 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
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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 Weustenenk
Cristian Darie
www.pleisty.com
Thirsty? Visit our booth in the lobby and pick up a free* bottle**
(*) costs: 1 business card
(**) while stock lasts