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LAW CREATIVE• Award winning integrated marketing communications
COPERNICA
• Multi-channel Marketing Automation Software• 5000 users across B2B and B2C• 300 partners across Europe• Largest marketing automation software provider in Europe
WE’RE ALL SEARCHING FOR SILVER BULLETS
• Gain more customers. Retain more customers.
• The average person gets 50-60 interruptions per day
• The average interruption takes 5 minutes, totaling about 4 hours or 50% of the average workday
BUT THERE’S A PROBLEM
ATTENTION SPAN OF A GOLDFISH?
• 9 seconds
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
ATTENTION SPAN OF A HUMAN?
• 8 seconds
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
HOW DOES THIS IMPACT EMAIL?
Source: Science of Email 2014 Report
HOW DOES THIS IMPACT EMAIL?
Source: Science of Email 2014 Report
IT’S NOT ALL DOOM AND GLOOM!
Source: Econsultancy Email Census 2013
66% of marketers say email delivers 'excellent' or 'good' ROI
EMAIL CONTINUES TO GENERATE A STRONG ROI
Source: Science of Email 2014 Report
Savvy marketers are still putting the majority of their digital budget into Email Marketing.
Email Marketing continues to drive the best ROI in 2013.
- DMA Email Marketing CouncilEmail is bringing in $40.56 for
every dollar spent on it this year.- Direct Marketing Association
WHY EMAIL?
• 91% of all consumers use email daily• The average person spends a third of their week on email • We check our phones on average 110 times per day
IRRELEVANCE IS SPAM
Reasons why people unsubscribe for emails
Source: Copernica Email Summit 2013
SPRAY & PRAY KILLS YOUR BRAND
WHY IS RELEVANCE IMPORTANT?
SILVER BULLETS
• Strategy• Data• Technology• Creative• Measurement• The Future
STRATEGY
STRATEGY
• Set objectives (business and email)• Identify target audiences via segmentation• Plan content• Establish frequency• Evaluate against objectives
CREATIVE
EMAIL NEEDS - MARKETER
Conversion
Click
Open
EMAIL NEEDS - CUSTOMER
Surprise/delight
Inspire/excite
Understand the message
5 EASY DESIGN WINS (MOBILE FIRST)
1. Concise content2. Single column3. Design for touch4. iPhone subject lines cut off at 35 ch5. Don’t forget the landing page
WHAT ELSE?
• Responsive templates• Video• Live content• Animation
TECHNOLOGY
COPERNICA MARKETING SOFTWAREThe most complete marketing software for automated campaigns with email, webpages, SMS, Social Media, opinion gathering and print.
• One platform for multi-channel campaigns
• User-friendly interface
• Data management tools
• Elaborate campaign statistics and testing options
• Links to external systems (API)
DATA
CREATING PROFILES:WHAT DO WE KNOW?
?
CREATING PROFILES: WHAT COULD WE KNOW?
CREATING PROFILES: WHAT COULD WE KNOW?
CREATING PROFILES:AN ENRICHED PROFILE
Mr. Jack Jones3 Aylesbury closeLancasterLancashireL5 6GhEmail: [email protected]: 07776 891113
Demographic
• Age• Gender
• Address
• Marital status
• Nationality
• Language
• Ownership
• Travel preferences
Email behaviour
• Opened email• Did not open email
• Clicked on a link
• Bounced• Content preference
• Engagement score
Relational data
• Booking data• Survey results
• Loyalty points
Web behaviour
• Pages visited• Products searched
• Form completed
• Video watched
• Recommendations
• Cart abandoned
Offline Behaviour
• Voucher redemption• Call centre activity
• Store visit
TRANSLATE DATA INTO RELEVANT CONTENT
• Welcome• Abandoned cart• Recommendation• Birthday/Anniversary• Re-order• Cross sell• Reengagement
Relevant campaigns have 30% higher open rates and 50% higher click through rates
EMAIL EXAMPLE
Location specific
Upsell
Personalised
Added value
Image specific
Temp based
TESTING
IS TESTING WORTH IT?
• $690 million raised• Had a large list size• Sent a lot of emails• Did as much testing as humanly possible
• $200 million estimated revenue from extra testing
WHAT CAN YOU TEST?
Delivered
Open
Click
Convert
• Relationship history/Brand trust• From name• Subject line content• Pre-header content• Preview pane with images off
• Opt-in practices• Deliverability
• Relationship history• Visual design• Content: value proposition, copy, images etc• User interface
• Landing page content/user interface• Conversion opportunity: form etc
Anticipated | Personal | Important | Valuable Looked forward to!
Getting Relevant!
SUMMARY
SILVER BULLETS
• Strategy• Data• Technology• Creative• Measurement• The future
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