=RELEVANCE

REVENUE

pk.vaish@livelinknewmedia.comwww.livelinknewmedia.com@vaishpk

PK Vaish

DOES YOUR MARKETING

LOOK LIKE THIS?

YOUR CUSTOMERS

HOW DO I MAKE THEM

LOOK LIKE THIS?

The Good Old Days?Highly targeted

To someone knownAbout something relevant

WE HAVE GONE BACKWARDS?

SPRAY & PRAYKills Your Brand!

WHY IS RELEVANCE IMPORTANT?

Personal | Relevant | Timely Looked forward to!

Getting PRT

Data = Relevance

CREATING PROFILES:What do we know?

TRANSACTIONAL BEHAVOURIAL

INTERESTS DEMOGRAPHICSOCIAL

SEGMENTS BASED ON ENGAGEMENT LEVELS • Most loyal to least loyal• Last action – visit, e-mail click etc.• Customer lifetime value.

Lead scoring is the easiest way

TRANSLATE DATA INTO Relevant Content

• Offers• Incentives• Calls-to-action• Images• Links• Recommendations• Landing pages

RELEVANT CAMPAIGNS HAVE…

50% HIGHER CLICK THROUGH

RATES

30% HIGHER

OPEN RATES &

FOCUS YOUR EFFORT!

• Key actions - visit, but no CTA• Frequency of purchase• Not purchased for X days• Number of brochure downloads• Fewer emails to people who don’t

respond• More frequent emails to people who

are highly engaged

CREATING PROFILES:What do we know?JUST PLUG IT IN

Your Website Automation

Key Takeaways!

Data and Automation are the keys

Use the data to trigger these campaigns

Send one to one emails at the right time

Focus on the most engaged

pk.vaish@copernica.comwww.copernica.com@copernicauk

Thank you!

Thank you for attending!

?

Highly personalised newsletters

Visits resulting in no CTA

Stepped cart abandonment emails

Triggered thank you

Do you have a choice?ENGAGE AND NURTURE EVERY

Prospect and Customer

Relevant special offers

Cross - Sell

Chase up payments

Review your experience

MANAGE YOUR CUSTOMER LIFECYCLE

SPOT THE DIFFERENCE

FIVE KEY DIFFERENCES

• Ability to control fire• Social conformity• Complex Language• Sharing information• Technological advancement

Case Study: MAN UTD SOCCER SCHOOLS

• MUSS operated by Nike as part of the long term merchandising agreement with MUFC

• Nike uses MUSS to promote the MUFC brand globally through football experiences• Reaching hundreds of thousands of children and parents in every part of the world

• International audience

• High order value

• Long customer lifecycle

• Complicated buying process

• High abandonment rates

• Huge administration overhead

Case Study: MAN UTD SOCCER SCHOOLS

THE MORE YOU CAPTURE THE BETTER

• Parents or Guardian details• Child details – name, age, gender, medical details• Person transacting• Products viewed / booked • Payment options• Deposits and balance payments

PERSONALISE!

Post Purchase Content

Promotional Banners

Specific Offers

AUTOMATED EMAILS

BROCHURE

DOWNLOAD

ABANDONED

BASKET

The Result…

Open rate 8% | Conversion rate tripled More Revenue than PPC | Reduced costs

HOW MUCH DOES Copernica Cost?• Single user license only £160 per month• Volume based email bundles• Integrate with your website easily • Free training support• Advanced certification program

Free for the first three months*