3 Marketing Mishaps Behavioral Marketing Will Help You Avoid!

Lets look at it this way imagine your email marketing was a friend you had. That friend however never listened to what you said, was never relevant and just kept annoying you. Would you be friends with her?

No. I didn't think so, so what we at Copernica try to do is implement everything that is opposite with how the bad guys do their email marketing.

Basically we want to be like your best friend you can't live without. 

Digital marketers still do this mistake everyday, why? because they feel they know what they are doing without having taken time out of their busy "successful" marketing campaigns. In actual fact they are stuck in a routine that is working for them enough not to question it due to the fear of the Economy. When really you could improve so much more with just one simple easy to do switch.. seriously we help make it painless as possible.

Here are 3 mishaps you are probably doing and you don't know.

1) Talking to anyone who will listen:

We are not in the middle of the high street shouting at anyone who will hear our offers. We are visiting someone who is checking their emails in the home, car or work. You need to be as personal with them as they are feeling when opening each email you send them.

Get to know them, collect their behavior what they like what they share on social media, what they say about you on your surveys. 

2) Not forward thinking: 

When doing automated marketing you have time to plan. When someone visits you at your stand at a marketing event, have a nurturing campaign ready!

As soon as they put their email address, name and number on to an Application form on your IPad, start the automated campaign to contact them straight away. Stay and keep the momentum with you prospect. 

After day 2 send a campaign asking how they found the event, we will be in contact with you shortly. Then pick it up from there.

3) Not listening: 

If a prospect shows a certain interest in a category and you don't pick up on this behavior and still send them a generic email then to be quite frank you deserve to be spammed. 

With the latest tracking avilable at Copernica for example you can see where your customers have come from, where they are going and where they are in their purchasing journey. 

Online there is no shop assistant to help them (guide them), invest in a tool that can replace that person who would normally do that job or else you will lose business.

A colleague of mine purchased off a sports shop online some mens jogging shorts. What email did he get?

A generic email a week later with special offers on Female sports bras. Safe to say my colleague bought 2.

I give real life examples so you learn from others mistakes before you make your own, costing you more than a life lesson.

If you wish to know more about online tracking and how to avoid these mistakes please contact me at sarah.talbot@copernica.com or call 0161-822-2558.

www.copernica.com 

Manchester United & Copernica 2013

Situation:
Manchester United Soccer Schools were looking
to extend their reach globally and increase the
sales of their football training camps. Due to the
high order value and the complicated buying
process, the MUSS website suffered from high
abandonment rates and wanted a solution that
ensured their customers received all necessary
assistance and kept them engaged during
the buying process. Livelink were tasked with
creating a multilingual ecommerce platform to
aid the sales across the globe as well as regional
camps in many countries. The goal was to
increase conversion rate, overall sales, customer
satisfaction and reduce administration effort

Solution:
In order to maximise sales, Livelink implemented
a comprehensive marketing automation solution
using Copernica, integrated with a Drupal commerce
platform. The key was a full data integration
between both platforms that allowed visitor
and transaction data to be captured and stored in
Copernica. This allowed MUSS to respond quickly to
each individual visitor’s behaviour, become more
timely and relevant with their communication
and therefore improve engagement levels.
A series of automated campaigns were designed
to respond to typical customer behaviours to inform,
help and eventually convert them. Abandoned
baskets, brochure downloads and post purchase
reminders encouraged the purchase of optional
extras such as match day tickets and airport
transfers. Payment reminders helped with payment
collection and a series of FAQ emails were sent
to introduce the parents and the children to the 
camps prior to their attendance.

Results:
This year, 15% of all sales have been as a
direct result of automated emails, which is an
increase of 50% on all email campaigns last year.
Conversion rates tripled and overall sales for the
year rose by 20% as a result. Substantial cost
savings were also achieved in our administration
costs due to the timely delivery of information to
our prospects and customers.

How to measure your ROI.

Finally there are marketers out there that are starting to understand the importance of Marketing Automation!
Granted most of them live in the USA, but Rome was not built in a day.
A source told me that that the adoption of automated marketing it expected to increase to 50% by 2015.

So why are people not doing it now? I have already previously explained why small businesses should not be scared of big data, but sometimes you cant teach an old dog new tricks.

Nurture Campaigns: This type of campaign is aimed at the prospects that
are not ready to engage in the sales process yet but are starting to show interest in the brand. With Marketing Automation can collect behavior data this builds up a brand relationship, and responding to contacts' actions.

Lead Scoring: A company using lead scoring could see up to 138% ROI than those who do not. The more accurate marketers use their lead nurturing models the higher the quality of leads.
Being patient and realistic about the businesses needs and goals will ensure the best results for your company. With marketing Automation quickly becoming a thing of the future it will be only a matter of time until you will adopt it yourself, So keep ahead of the trending marketing and the new technology as only then will your business be able to succeed long term.
I have the best campaign type ideas to help inspire a new fresh strategy for your business, I am also available to show you through a demo as to how we at Copernica can improve your RIO and the age of Automation.


For any further information please contact sarah.talbot@copernica.com or sign up for a Copernica newsletter.  

3 steps to knowing if you are ready to automate.

That which is measured can be improved, It is all well and dandy to increase the traffic going in to your site but what do you do afterwards? One prospect proudly said they had around 30% conversion. To which I coolly replied "what about the other 70%?".

It was a fair statement to make and just because you are getting above average for the industry standards this does not mean you can give up half way. Automate your campaigns may seem like a hassle or 'de-humanize your Business', however if done correctly (and not just automating blast emails), this will lead to another 30%+ so now we are on 60% conversion rates! 


1) Are you ready to automate?For a starters lets first put to rest any quarrels one may have with email marketing. YES if you decide to be cheap and send out BLAST emails you will not get the response rate hoped for, in fact you will see your mailing list decrease. But hey at least you save even more money!How you should look at a highly targeted emailing system is this way. Would you be friends with someone who kept annoying you? and by annoying i mean continuously talking to you about irrelevant topics. Or friends with someone who kept giving you the wrong things like Coke instead of Diet Coke, or an ironing board when you asked for an iron?Think of Copernica as a way of communicating 1-2-1 with your audience. 


2)There is more than one way to skin a cat!So by now you will want to ensure your marketing and sales group have collaborated. Many automated systems allow you to become a partner, however make sure you shop around for the best deal: REMEMBER it is your agency doing all the work so don't be charge ridiculous amounts, the incentives for your partnership much be attractive both ways.Lead Nurturing: Drip Campaigns are the future in the way your marketing team and Sales team will form now on communicate. When a member of the marketing team has created content for a case study to be used, a prospect's information and details can now be obtained by having to give their email address before down loading the case study.This will then alert a member of the sales team to connect with them and know what they want before the prospect even has to ask. Predictive marketing is the highest form (Goal) to Marketing Automation.


3) Generating enough content already?
A series of white papers can already be depicted in to a number of blogs, or conversation topics on twitter. 
Upload it to SlideShare and make the most of the recent common Q&As, perhaps a speech done to you has been inspirational and relevant to your subjects. Either way Content helps get you exposure and shows your expertise in a specific field. Marketing automation content should be regularly updated otherwise it wouldn't be the message itself that annoyed them but the topic of content.

On the last note it is not just adopting Marketing Automation that should be evaluated but the People, Processes, and integration's.  

For more information please contact sarah.talbot@copernica.com or open a free months trial with Copernica. 

Marketing Automation: Big data improve Small Businesses.

Regarding an earlier article I discussed why small businesses should not be scared of Big Data, with this still in my mind due to an earlier discussion I had with a prospect, I feel I needed to elaborate more.
This is a short guide advising 'How to succeed' with Automating your campaigns and not being afraid to expand your horizons. It is a big world out there (FACT) so why shouldn't you use big data and keep up with the competition?

1) Do a customer Analysis:
-Who do you aim to target.
-What segments do you think will best aim at that target audience.
-How will you extrapolate the data in order to get the relevant information.

If this sounds complicated already don't worry a dedicated team and 24/7 support will be at your disposal.

2) Data Analysis:
-First of all prepare your business for an increase in demand/ROI. A strategy of the process of nurturing your prospects should be a clear and divisive one.
-Regularly have someone check data. It could be useful for a lot of decision and strategy making.
-We have developed a user score, so contact the customers that have not be active in 6 months and gain back their attention! if they fall under the twelve month segment then offer an incentive to win back their hearts. More information can be given. 

Conclusion:
It is no longer acceptable to complain about being a small business and not being able to match the size of your business with the data being used. Like Steve Jobs was, there will always be innovative people who will build technology to make your lives easier. Unfortunately I have found that the current market is saturated with Email Marketing vendors that have gained their customers and increased their profit margins but have ceased to keep innovative.

Here at Copernica we strive to keep on top of any shift in the market, constantly improve our technology and most of all provide current and relevant case studies to help automate your campaigns!
4,000 end users and 200+ partners can't be wrong. 

I personally have come across many SME's that have the potential to become much bigger but seem to be put off by big data, so how do we conquer that?
Luckily two thirds of marketers plan to increase spending on data-related marketing activities this year.


So what is it the two thirds of marketers see that the other one do not?
 "We only fear things in proportion to our ignorance of them"-Christian Nestell Bovee.
If this is making you feel more anxious don't worry, keep reading and i will explain.


Definition: Big Data.

"Sometimes the contraints that we live with, and presume are the same for everything, are really only functions of the scale in which we operate".
-Viktor Mayer- Schonberger, Big Data: A Revolution That Will Transform How We Live, Work and Think.




I feel Viktor Mayer describes Big Data perfectly, Big data is left behind by potential customers online and is the information needed in order to truly understand and individually connect to your target audience on a 1-2-1 marketing level. With that, then comes the personalisation.


Common excuses:

A) "The data will affect the personal touch of my business" -Not true, unless you tell your customers they will not know. With the content blocks and WYSIWYG (What you see is what you get) codes, it is like handling each and every email single handed. It has the clever result of eventually allowing you to predict/anticipate your customers wants and needs before they do!

B) "We are not big enough to handle this data/ not enough time".
With Copernica it allows you to concentrate on the big things, for example what campaigns to run, who is your target audience, the creativeness of the marketing and focus on new leads. 

C) "It looks complicated"- Not everything is needed to be done by a programmer anymore. With the right CRM/Email Marketing Solution not only will you save time but money, as now there are simple tools and systems created to target YOU! 

Conclusion: 
Check out Copernica for a free month trial , or contact me sarah.talbot@copernica.com
Feel free to follow me on Twitter @SarahLouiseTalb

Merry Emailing!

Well It is October and love it or hate it t'is the season to be jolly, and prepared.
Christmas last year saw a rise in sales of smart phones and tablets, so it should be made aware that you should ensure you use the right channel in order to target the right audience.

Smart phone statistics:
Teenagers are an example of the shift in change. Back in my childhood days before the internet and mobile phones,Television was the main stage. However nowadays the traditional activities of using their smart phones has taken over the urge to watch TV with 23% claiming to watch less, and 15% admitting to read fewer books.

25% Homes in the UK in 2000 had internet. However that increase dramatically in 2011 to 76%.

1) Email a guide in November, or do what Tesco do and start your winter campaigns in summer!
2)Less is More, so hopefully during the year you have already collected your segments and are ready to start your targeted campaigns. If you haven't don't worry you are in expert hands. 
3) GET AN ABANDONED CART CAMPAIGN. if you have managed to survive the year without one I take my hat off to you. However you are causing more work for yourself and potentially loosing a lot of prospects to competitors so this is priority! 
4) Everyone likes a festive competition, 4% of those who enter are the ones who place an order. Listrak states "80% of new subscribers were acquired through a sweepstakes, and placed an order within six months".

So if you need help or advice don't leave it till last minute like you would your Christmas shopping!
Contact me through email sarah.talbot@copernica.com or check out our website. Copernica. 
0161-822-2558.



Sources: http://consumers.ofcom.org.uk/2011/08/a-nation-addicted-to-smartphones/