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Introduction
Twitter.com/hanssmellinckx
HANS SMELLINCKXInnovation & Marketing Projects
20 years experienceFounder
Social Marketing Forum®Evolution
Social MediaE-mail Marketing
Digital Marketing
Omni-channel Marketing
Mobile MarketingMetrics, KPI’s & dashboardingBlogger
Thomas Cook Belgium
CRM
Branding & Reach
TEDx FlandersConsultant
ARTOOS|HAYEZ
Writer
Some of My References
29€
www.emailmarketing2015.com
Challenges
MARKETING
No kids! No kids! 90% irrelevant
One size fits allNo share ability 100% SPAM
NO emotion
Once a customer always a customer?
Slow experience
Fast experience
standard modular
Slow delivery
Instant gratification
Most precious:
TIME
Create a value for your shareholders
Sales driven
Connect people: internal & external
Future driven
BRAND X
• Does not think• Act as we want it to act • Only improve if we want it to improve• Creates a huge amount of dataThe Machine
Team Digital
Team not Digital
Direct Marketing
And much more…
The forgotten mile|THEORY
How many contact points?
Privacy by design + Respect!do
Progressive profiling
Follow up loops
Behaviour data collection
The forgotten mile|REALITY
1 week later…
?
CONVENIENCE REINFORCE PROPOSITION SENSE OF URGENCY
Source: webtrends & silverpop
http://www.slideshare.net/Silverpop/shopping-cart-abandonment-real-time-webtrends-silverpop
www.breakfastsessions.be
Key to success
Newsletter: 1 x week
DM: every month
Abandon cart: min. 1 x week
Inspiration: every quarter
CAMPAIGN DATA
Data capture: 2 x year
automated: Happy b-day, thanks, upsell
Dynamic profile: clicks of newsletter first
Connect sales data!
Connect offline data!
WHY?Average conversion:
E: - 0.5%Paper: 2.5%
WHY?If done right :
E: 2/3% (Abandon cart: 30%)
Paper: 6/7%
So now you know how you
can double your revenue!
THANKYOU
@hanssmellinckxConnect and ask for the abandonned cart report
