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: jackjones@gmail.comTel: 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

THANK YOU….

brett.sammels@lawcreative.co.uk @lawcreativeuk

Any questions?