Email marketing is still one of the most popular ways to communicate brands in study provides Econsultancy Email Marketing Industry Census 2015. Why? Because the ROI, return on investment is always excellent.
Two thirds (67%) of marketers believe that the ROI of mailing operations are better than average. Only 7% of them consider this channel as “poor”. Consequently, the future of email marketing proves to be brilliant. 78% of respondents do not agree that “email will be redundant in five years.” Only 9% agreed with this prognosis.
67% of survey respondents believe that email marketing remains the tool of choice to communicate . This tool, however, comes second behind SEO. (Source: Econsultancy)
The book then consulting firm, concrete examples in support drawn from the Asia-Pacific region, the three current best practices to maximize the influence of the email marketing.
1. First strategy, then tactics
“So much can be done with email that is easy to focus on tactics,” says Econsultancy. Especially that the tactics will get you value quickly, and get metrics to show a growing activity. Besides that there is a lot of documentation (guides, blogs, …) to help you in this regard. But without a good strategy, hard to know what tactics to use. And in the end campaign, how to measure its effectiveness, without that we can refer to an upstream defined strategy.
So what is an email marketing strategy? The email marketing tool is one of the best for segmenting, targeting and positioning (Segment, Target, Location, or STP) says Econsultancy
And here are three steps to achieve this approach:
- Segment: Divide your email base by comprehensive and mutual segments
- Target:. Decide what deals of your business that are most appropriate for each defined segment
- Position:. Plan communication of the value of your products to target segments defined
And define how you drive the strategy and tactics should be motivated by the collection of information you need to segment and deliver products of your company to designated targets. All this is simple enough, but marketing departments lose too often view their original strategy and implement tactics without knowing why they do it.
to reactivate its basic Australian client, Thai Airways sent an email invitation to participate in a contest. The grand prize: a free trip. To enter the contest, however, the players had to give their availability trip to Thai Airways. But instead of using this data only for the competition, they were used by Thai airways to segment its customer base. Finally, the company has targeted its mail shipments on each segment with an offering positioned to appeal to each class of customer.
With the methodology STP Thai Airways has raised average opening rate of its 40% emails. The Australian average is between 16% and 24%. Mostly, Thai Airways teams could consider the products they want in terms of positioning slots of travelers and work on how to achieve the desired data to segment their base.
2. Use customer behavior to trigger sending email
Still brands collect customer data by other means. Many companies now use customer behavior to better segment and target their customers. For example many companies send emails to customers who have “abandoned” an online shopping cart. 37% of marketers have used this tactic in 2015, double the number in 2013 (20%). But other types of behavior are used to trigger an email, and improve the customer experience.
Zuji , a travel booking website in Asia online, send emails based on behavior of Internet users on its website. When someone already registered on Zuji clicks a link or performs a flight search, Zuji the algorithm determines if the visitor needs further information or promotion. And personalized email is sent. A recent study shows that this improves 50 times turnover all 1000 sent emails.
But more than an increase in turnover, personalized emails are also a great way improve the customer experience. Provide relevant and personalized information when you are in the research phase is almost always well received by customers.
3. Keeping its base email as clean as possible
And finally, for these programs to operate continuously, big brands spend a lot of effort to maintain clean email databases. And much of this maintenance consists of the monitoring of rebounds rate when a campaign is completed. Each email campaign should have a “rebound relationship” which is why mail could not be delivered to one of your clients.
Sometimes it is not your responsibility. The recipient may have their account closed or changed jobs. Or his company is bankrupt. Often, however, it is possible to do something. Bounce rate can be impacted by a spelling mistake in the email or adding an invalid character on a link. Worse, your field can be put on a blacklist by a major service provider such as Hotmail or Gmail. So leave your mail in spam, or never reach their destination.
Society Estée Lauder had to face a big problem in Malaysia. His emails had a bounce rate of 14.1% on average, with peaks of 21.6%. This meant that sometimes Estée Lauder was not able to deliver their emails to one in five from its base. To improve deliverability, Estee Lauder has used the software for CheetahMail decrease its bounce rate. After digesting the email database, the software deployed a rebound management scheme which removed the addresses with a rate of significant rebound. Then the company has to work with an email service provider (ESP, email service provider) who toured the distribution players to learn about their anti-spam policies. And apply the Estée Lauder. Following this site, bounce rate dropped below 1%.