CopernicaTV Webinar - Law Creative
38
-
Upload
copernica-bv -
Category
Business
-
view
104 -
download
0
description
Humans are attracted to people and brands that they have an emotional connection to. And getting the right message to the right person, at the right time guarantees revenue. Everyone of us is looking for the ‘silver bullet’ to better engage with customers. But, however elusive the silver bullet may be, the rules of relevance and timing are critical.
Transcript of CopernicaTV Webinar - Law Creative
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
