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TRANSCRIPT
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=RELEVANCE
REVENUE
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DOES YOUR MARKETING
LOOK LIKE THIS?
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YOUR CUSTOMERS
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HOW DO I MAKE THEM
LOOK LIKE THIS?
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The Good Old Days?Highly targeted
To someone knownAbout something relevant
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WE HAVE GONE BACKWARDS?
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SPRAY & PRAYKills Your Brand!
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WHY IS RELEVANCE IMPORTANT?
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Personal | Relevant | Timely Looked forward to!
Getting PRT
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Data = Relevance
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CREATING PROFILES:What do we know?
TRANSACTIONAL BEHAVOURIAL
INTERESTS DEMOGRAPHICSOCIAL
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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
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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 &
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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
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CREATING PROFILES:What do we know?JUST PLUG IT IN
Your Website Automation
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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
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Thank you for attending!
?
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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
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MANAGE YOUR CUSTOMER LIFECYCLE
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SPOT THE DIFFERENCE
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FIVE KEY DIFFERENCES
• Ability to control fire• Social conformity• Complex Language• Sharing information• Technological advancement
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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
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• International audience
• High order value
• Long customer lifecycle
• Complicated buying process
• High abandonment rates
• Huge administration overhead
Case Study: MAN UTD SOCCER SCHOOLS
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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
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PERSONALISE!
Post Purchase Content
Promotional Banners
Specific Offers
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AUTOMATED EMAILS
BROCHURE
DOWNLOAD
ABANDONED
BASKET
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The Result…
Open rate 8% | Conversion rate tripled More Revenue than PPC | Reduced costs
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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*