Ontvangers van e-mail verwachten relevante aanbiedingen die aansluiten bij hun interesses. Maar hoe weet je nu wat hen interesseert? Met een plug-in op je website sla je voorkeuren en het gedrag van een websitebezoeker in een persoonlijk profiel op. Aan de hand van deze data stuur je via Copernica automatisch gegenereerde persoonlijke aanbiedingen. De cases in deze presentatie laten zien hoe je de conversie van je webwinkel verhoogt met één-op-één e-mailmarketing.

1. Increase relevancy
in your Emails
Personalized - Relevant - Automatic

2. Paradigm Shift in (Online) Retail
Retail Succes
• Right Product
• Right Place
• Right Time
• Right Price
source: blogs.cisco.com

3. Paradigm Shift in (Online) Retail
Retail Succes
• Right Product
• Right Place
• Right Time
• Right Price
Performance
• Precision
• Personalization
• Prediction
• Platforms
source: blogs.cisco.com

4. Webshop with Brains
The next phase in E-Commerce
Use to interact individually with
online customers
Big Data
Machine learning
Real-time tracking

5. Personalization
Show relevant content
based on the intent
of the moment

6. Why Personalize?
Effective customer
acquisition and
monetization.
Activation
(First
Purchase)
Retention
(Repeat
Purchases)
Acquisition
(User Visits
Shop)
Referral
(Tells
Others)

7. Why Personalize?
Effective customer
acquisition and
monetization.
Activation
(First
Purchase)
Retention
(Repeat
Purchases)
Acquisition
(User Visits
Shop)
Referral
(Tells
Others)

8. Why Personalize?
Effective customer
acquisition and
monetization.
Activation
(First
Purchase)
Retention
(Repeat
Purchases)
Acquisition
(User Visits
Shop)
Referral
(Tells
Others)

9. Why Personalize?
Effective customer
acquisition and
monetization.
Activation
(First
Purchase)
Retention
(Repeat
Purchases)
Acquisition
(User Visits
Shop)
Referral
(Tells
Others)

10. The Foundation
Webshop Personalization

11. Webshop Personalization
• Automatic
• Dynamic
• Relevant
• Based on
Intent
Collective
Intelligence
Real-Time
Profiling

12. Example (using Pleisty)

13. Example (using Pleisty)
Based on customer preferences (collective
intelligence and real-time profiling)

14. Example (without Pleisty)

15. Example (without Pleisty)
Only based on
history

16. Webshop Personalization
What can be personalized?
– Home page
– Banners
– Category page
– Product page
– Landing page
– Shopping cart

17. Webshop Personalization
What can be personalized?
– Home page
– Banners
– Category page
– Product page
– Landing page
– Shopping cart

18. Webshop Personalization
What can be personalized?
– Home page
– Banners
– Category page
– Product page
– Landing page
– Shopping cart

19. Webshop Personalization
What can be personalized?
– Home page
– Banners
– Category page
– Product page
– Landing page
– Shopping cart

20. Webshop Personalization
What can be personalized?
– Home page
– Banners
– Category page
– Product page
– Landing page
– Shopping cart

21. Webshop Personalization
What can be personalized?
– Home page
– Banners
– Category page
– Product page
– Landing page
– Shopping cart

22. Email Marketing
Personalization

23. Personalizing Email
Always deliver relevant content
to each individual subscriber

24. Personalized Email Campaign
Segment (who do we target)
Content (algorithms, what do we send)
Scheduling (when, how often)
Template (design, layout)
Test
Send
Measure & Optimize

25. Who Do I Target?
Example target segment
All visitors
… that recently
visited the shop
…

26. Who Do I Target?
Example target segment
All visitors
… that recently
visited the shop
… and prefer
red wines
… from
Spain
…
Let’s target
these guys!

27. Content

28. Content
Recommendations are generated for each user

29. Scheduling
Next day at 8:00 am
after event (eg.
Abandoned Cart,
Viewed Items)
Repeat
every
Tuesday at
9:00 am
No more
than 4
emails per
week
Automatic sending rules and frequency

30. From: Retailer | To: Me
Summer Sale
10% OFF !
Recommended for You
Free accessories
with every
purchase
From: Retailer | To: Me
Summer Sale
10% OFF !
Recommended for You
Free bag
with every
purchase
Static
Content
Dynamic
Content
Template

31. How Does It Work?
• Manage rules and
algorithms
• Generate content
(products, banners)
• Push content to
Copernica
• Email templates
• Generate and send
personalized emails
• Manage subscriptions

32. How Does It Work?

33. How Does It Work?
<table>
<col width="75">
<col width="250">
<col width="75">
<col width="250">
<a href="{$ProductURL1}">
<img src={$ProductImage1}
alt="{$ProductTitle1}"></a>
<tr>
<td><a href="{$ProductURL1}"><img
src={$ProductImage1} alt="{$ProductTitle1}"
border="0"></a></td>
<td><a
href="{$ProductURL1}"><b>{$ProductTitle1}</b></a><
br><br>{$ProductDescription1}<br><br><a
href="{${$ProductDescription1}
ProductURL1}">Naar de
{$ProductTitle1}</a></td>
<td><a href="{$ProductURL2}"><img
src={$ProductImage2} alt="{$ProductTitle2}"
border="0"></a></td>
<td><a
<a href="{$ProductURL1}">
Naar de {$ProductTitle1}</a>
href="{$ProductURL2}"><b>{$ProductTitle2}</b></a><
br><br>{$ProductDescription2}<br><br><a
href="{$ProductURL2}">Naar de
{$ProductTitle2}</a></td>
</tr>
</table>

34. Measure and Optimize

35. Questions?
Herbert Weustenenk
herbert.weustenenk@pleisty.com
Cristian Darie
cristian.darie@pleisty.com
www.pleisty.com
Thirsty?
Visit our booth
in the lobby and
pick up a free*
bottle**
(*) costs: 1 business card
(**) while stock lasts