Targeting and interacting with your (potential) customer using database marketing
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Presented by Oskar van Straaten at the DMF 2011 in Belgium.
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Targeting and interacting with your (potential) customer using database marketing
- 1. Targeting and interacting with your (potential) customer using database marketing Practice Case Agradi.nl 11 October2011Digital Marketing First Oskar van Straaten Founder& CEO Agradi.nl www.copernica.com
- 2. Copernica Marketing Software Leading software for e-mail marketing, landing pages, mobile & automated campaigns 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) www.copernica.com
- 3. 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. www.copernica.com
- 4. Program IntroductionAgradi.nl Web shops & e-mailmarketing Business model Challenges Examples Conclusions www.copernica.com
- 7. Competition
- 8. Suppliers
- 9. Stock?
- 10. How to approach the market?
- 12. Communication Plan - Financial Plan
- 13. Monitor - and adjust as neededcontinuousprocess www.copernica.com
- 17. Offline
- 18. Online
- 19. Offline
- 20. Online
- 21. Offlinelow high www.copernica.com
- 22. Marketapproach– The Game Getthem in and move them up! (Jay Curry) Online Traffic vs. Conversion and Cost Direct traffic(a.o. e-mail) Conversion Search engine (organic) Referring sites Affiliates(paid) Search engine (paid) Cost www.copernica.com
- 23. Marketapproach– The Game Getthem in and move them up! (Jay Curry) Customer Lifetime Value Order value Margin Cost Time (# orders) www.copernica.com
- 25. Customer loyalty
- 27. Right offer
- 30. Socialsharing
- 32. Use all web shop data
- 34. Deliverability
- 36. E-mail marketing Minor investment, maximum ROI
- 37. Tools – database- & emailmarketing One single database for all contacts (customers, prospects, email adresses, newsletter etc.) www.copernica.com
- 38. Tools – prize incentives Open: 43% CTR: 36% www.copernica.com
- 39. Tools – customer life cycle; winback Open: 22% CTR: 15% www.copernica.com
- 40. Tools – customerlifecycle; Birthday Open: 31% CTR: 15% www.copernica.com
- 42. Order History
- 43. Test mailings; different browsers
- 44. Custom mailings
- 46. All mailings are measurable
- 47. Prevents too many mailingswww.copernica.com
- 49. High degree of customer satisfaction
- 50. Higher conversion; low drop out rateAnd eventually …. www.copernica.com
- 51. Agradi.nl Thuiswinkel AwardsWinner XL 2011 ‘In and around the house’ www.copernica.com
- 52. Questions? Leave your business card & you will be the first to receive the presentation& our exclusive whitepaper on optimizing your marketing campaigns Visit stand numberD09 for a live demonstration! www.copernica.com