targeting and interacting with your (potential) customer using database marketing
DESCRIPTION
Presented by Oskar van Straaten at the DMF 2011 in Belgium.TRANSCRIPT
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Targeting and interacting with your (potential) customer using database marketing
Practice Case Agradi.nl
11 October 2011Digital Marketing First
Oskar van Straaten
Founder & CEO Agradi.nl
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www.copernica.com
Leading software for e-mail marketing, landing pages, mobile & automated campaigns
Copernica Marketing Software
Powerful e-mail marketing
Elaborate campaign statistics
Customer life cycle campaigns
High e-mail deliverability and spam checking
Dynamic content in mailings
Split-run testing (A/B)
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www.copernica.com
The rules of the game
In 1998, Oskar van Straaten gained enough knowledge from his father and the CRM software vendor Matrix. Oskar starts Agradi, which begins as a mail order company with agricultural products for dairy farmers. At the time, there are still 45,000 dairy farmers. In 2005, only 25,000 are left.
2006: repositioning: shop focused on outdoor living.
2010: > 100,000 customers, 30% growth, market leader
2011: Agradi.nl wins the Thuiswinkel Award; best web shop in the Netherlands. From that moment on things progress
rapidly.
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Program
Introduction Agradi.nl
Web shops & e-mailmarketing
Business model
Challenges
Examples
Conclusions
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The rules of the game
Define your (potential) customers – market (research) Product or service? Competition Suppliers Stock? How to approach the market? (Financial) resources Communication Plan - Financial Plan Monitor - and adjust as needed
cont
inuo
us p
roce
ss
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Conversionwww.copernica.com
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Convers
ion
high
hig
hlo
w
low
Communication
suspects
prospects
C - customer
B - customer
A customer Online
Offline
Online Offline
Online Offline
Online Offline
Market approach– The GameGet them in and move them up! (Jay Curry)
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Market approach– The GameGet them in and move them up! (Jay Curry)
Online Traffic vs. Conversion and Cost
Convers
ion
Cost
Direct traffic(a.o. e-mail)
Search engine (organic)
Referring sites
Search engine (paid)
Affiliates (paid)
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Ord
er
valu
e
Customer Lifetime Value
Time (# orders)
Margin
Cost
Market approach– The GameGet them in and move them up! (Jay Curry)
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Cancel the order proces
Customer loyalty
Integrating various media channels
Right offer
Traffic management
online -offline
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Challenges for online stores
Abandoned shop cart e-mail
Customer life-cycle e-mail
Social sharing
Segmentation, personalizationUse all web shop data
Create own environment
Deliverability
A|B testing
www.upsell.be
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44%
42%
8% 6%
Adwords
Affilitate
Comparison
88%238%
182%
1272%
Adwords
Affilitate
Comparison
E-mail marketingMinor investment, maximum ROI
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Tools – database- & emailmarketing
One single database for all contacts
(customers, prospects, email adresses, newsletter etc.)
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Tools – prize incentives
Open: 43%
CTR: 36%
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Tools – customer life cycle; winback
Open: 22%
CTR: 15%
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Tools – customer life cycle; Birthday
Open: 31%
CTR: 15%
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Tools
Database selections
Personal data of customers
Order History
Test mailings; different browsers
Custom mailings
Personal, order history
All mailings are measurable
Prevents too many mailings
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Tools – database- en emailmarketing
What do we gain?
Effective mailings High degree of customer satisfaction
Higher conversion; low drop out rate
And eventually ….
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Agradi.nl
Thuiswinkel Awards Winner XL 2011 ‘In and around the house’
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Leave your business card &
you will be the first to receive the presentation &
our exclusive whitepaper on optimizing your marketing campaigns
Visit stand number D09 for a
live demonstration!
Questions?