Personalise & prosper - TFM&A Presentation
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PERSONALISE PROSPER &
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Copernica TFM&A Presentation - Peronalise and prosper Send the right message, to the right person, at the right time.
Transcript of Personalise & prosper - TFM&A Presentation
PERSONALISE
PROSPER&
COPERNICA• Multi-channel Marketing Automation Software• 3500 users across many industry sectors• 300 partners across Europe• Largest marketing automation software provider in Europe
HAVE WE COME SO FAR?
• Highly targeted• To someone known• About something relevant
HAVE WE COME SO FAR?
HAVE WE COME SO FAR?
• Anticipated• Personal• Important• Valuable • Looked forward to!
Spray & PrayIS NOT AN ACCEPTABLE STRATEGY
WHY IS RELEVANCE IMPORTANT?
WHY IRRELEVANCE IS A PROBLEMReasons why people unsubscribe from emails
Source: Copernica Email Summit 2013
UNDERSTAND YOUR CUSTOMER LIFECYCLE
LEAD SCORING
FIRST THINGS FIRST…
Get your metrics right:
‘Marketing needs to make a measurable impact on revenue growth’
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
Data = Personalise
CREATING PROFILES:
What do we know?
?
CREATING PROFILES:
What could we know?
CAPTURE DATA
• Parents or Guardian details• Child details – name, age, gender, medical details• Person transacting• Products viewed / booked • Payment options• Deposits and balance payments
TRANSLATE DATA INTO
Personalised Content
• Offers• Incentives• Calls-to-action• Images• Links• Recommendations• Landing pages
RELEVANT CAMPAIGNS HAVE…
50% HIGHER CLICK THROUGH RATES
&30% HIGHER OPEN RATES
Highly personalised newsletters
Relevant offer emails
Brochure requests
Stepped cart abandonment emails
Triggered thank you and cancellation
emails
ENGAGE AND NURTURE EVERY
Prospect and CustomerChase up payments
Sell extras
Pre-stay emails
Review your experience
EMAIL EXAMPLE
Image specific
Temp based
Promotional
Offers
AUTOMATED EMAILS
The Result…
• Open rate 8% • Conversion rate tripled• Reduced costs
I haven’t got time!
• Automation is the key• Use the data to trigger these campaigns• Sends one to one emails at the right time• Gives you more time to focus on the things that matter
RECAP….The 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 (SOAP)
HOW MUCH DOES
It Cost?• Single user license only £160 per month• Volume based email bundles• Free for the first three months• Free training support• Advanced certification program
Any questions?VISIT US AT STAND
C10!
