White Paper: Email Throttling and Strategies to Combat it

email-throttling

Whenever it comes to Email Marketing, marketers face a whole bunch of difficulties in terms of deliverability, list hygiene problems, monitoring glitches and many more. A seamless email marketing strategy is difficult to achieve unless these problems are properly addressed. ‘Email Deferral’-a critical case of Email deliverability, arises when some ISPs limit the amount of Emails sent out by a particular sender during a specified period of time. This happens due to a pre-defined threshold in the number of sendouts inflicted by the ISPs.

In most of the time, this is a 400 class error. Due to bouncebacks of the excessive number of emails, the email campaigns face significant drawbacks in terms of deliverability and performance. This can also lead to diminution of email reputation of the senders and can possess a bigger threat furthermore.

This white paper interprets the technical aspects of this issue and how email marketers can avoid the problem of Email Throttling. Although, Email Throttling seems to be too intriguing for Email Marketers to avoid, appropriate strategies can help marketers get rid of this problem.

Read more about it by downloading the White Paper from the link: www.kenscio.com/resources

The White Paper is authored by Mr. Ziaul Hussain, Client Success Manager, Kenscio.

 

 

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Kenscio Named Owler ‘HOT in 2016’ Winner in Bangalore

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Bangalore – NOVEMBER 23, 2016​ – Kenscio was recognized as one among 93 businesses to receive ‘2016 HOT In Bangalore’ Award conferred by Owler. Owler recognizes the top trending companies in cities around the world. They filtered through more than 15 million companies and picked 4,500 award winners across 600 cities worldwide. The selection was done from Owler’s community in Bangalore that features 5,100+ registered Bangalore companies.

Recipients were chosen based on several different metrics, including number of followers on Owler, insights collected from our community, social media followers, and blog posts over the past year.

“We’ve sorted through database of millions of contributions from our community and landed on the top trending companies from around the world,” said Jim Fowler, CEO at Owler. “Being Hot In 2016 is an accomplishment to be proud of.”

To see Kenscio’s company profile on Owler, go to https://www.owler.com/iaApp/1576630/kenscio-company-profile

To see the official release from Owler, go to https://www.owler.com/reports/kenscio/kenscio-wins-owler-s-hot-in-bangalore-award/1479794760284

To read about the other winners, go to http://blog.owler.com/hot-in-bangalore/

About Owler: Owler is the crowdsourced competitive intelligence platform that business professionals use to outsmart their competition, gain competitive insights, and uncover the latest industry news and alerts. Owler is powered by an active community of 800K business professionals that contribute unique business insights such as competitors, private company revenue, and CEO ratings.

Launched in 2014, and funded by Norwest Venture Partners and Trinity Ventures, Owler is headquartered in San Mateo, CA with offices in Coimbatore, India. To know more, visit www.owler.com

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Training on the New & Improved Teradata DMC (Now Mapp Digital Marketing Platform)

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We invite you to an insightful training session with Ms. Sandra Curry on the latest aspects of eCircle. (Mapp Digital Marketing Platform)

Discover the latest features of Teradata DMC (Now Mapp Digital Marketing Platform) and learn how you can make the most of your Email Marketing Campaigns. The following topics will be covered:

  • Segmentation Builder
  • Automation Whiteboard
  • CMS (drag & drop)
Come, join us tomorrow at our Bangalore office from 10 am to 5 pm.
Venue: 4th Floor, Innovation, No. 101,
Amar Jyothi HBCS Layout
Domlur, Bangalore

 

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Dummies’ guide to social media strategy

Diving into social media with the right strategy is like a never-ending road trip. Here are some tips

Put simply, every action you take on social networks should be a part of a larger social media marketing strategy. That means every like, tweet, reply, share and comment should all be guided by a plan and driving towards pre-determined goals.

To create a social media marketing plan from scratch, the first step is to create social media objectives and goals. As social media channels continue their meteoric rise, the push for organisations to adopt social technology increases as well.

Kenscio Social Media Service providers

Be SMART about it

Here are some common examples of goals and objectives for an organisation’s social engagement plans and how these can be tied together with its marketing plan in 2016. These objectives are S.M.A.R.T., i.e. Specific, Measurable, Attainable, Relevant, and Time-Oriented.

Goal 1: Increase market share of voice, increase reach of thought leadership content. Goal 2: Enhance brand reputation, increase engagement and brand awareness by exposing the brand to new people. Goal 3: Improve business intelligence (knowledge of prospects and clients, competitors, technology and trends). Goal 4: Improve return on marketing investment (ROMI)

The next step is to choose and prioritise your social network channels. When it comes to choosing the social media channel or platform you should utilise, follow the principle of choosing wisely. To begin, frame your evaluation of each channel or platform with the following questions: What is the unique purpose of this channel or platform? Does the channel or platform relate to my business needs? Which target audience does this channel or platform serve? How much time on this network is necessary to have the best impact?

You can also judge the value of a social network based on how well it fits your content and strategy. Here’s a helpful way of looking at it. Encourages dialogue, conversation networks: Twitter and Facebook; Business-focused networks: LinkedIn; Image-based networks: Pinterest, Instagram; Video networks: YouTube; SEO and authorship networks: Google+; Location-based networks: Foursquare

Remember to fill out your profiles completely. One of the great benefits of having a fully filled-out social media profile is that visitors know that you are serious about engaging with them. Before you publicise your presence, one must have minimum 15 to 20 posts. This helps visitors to know what type of content you’ll be posting and shows them that you’re established and invested on the channel already.

Keep talking

One must also aim for consistent posting and talk about trending topics. Respond to conversations and keep them going by responding in a way that your audience is excited to talk more, interact more. Keep it consistent and moving. Perhaps the most vital reason for participating in social media is that you get exposure to consumers, clients, prospects, industry leaders and competitors. It actually implies that there’s a wealth of information already available to you which you can incorporate into your social media marketing strategy. This is your baby step to know and explore your path wisely.

Consumers can also offer social media inspiration. How? Simply see how they respond to your promotions, notice what they like, share, tweet and why. Never forget, consumers, clients, prospects buy from those they know, like, and trust. Social media is a way to add value, boost your credibility, and build trust with ideally matched contacts. Always put relationships first because that is the basis of social media marketing. Smart selection of plans based on what your competitors are doing with their social media platforms can also play a pivotal role in your social media strategy. Do get inspired by industry leaders if you feel blank on what lies in the future of your social media strategy.

Above all, any strategy that focuses on providing value, boosting credibility and building trust can bring a paradigm transformation in terms of business excellence. Create a content plan and editorial calendar, create a content strategy. Creating a buzz around your content is essential to expanding social media reach and engagement. Your content marketing plan on social media should focus around these points. What type(s) of content do you intend to post and promote via social media, this year? How often will you post the content? Whom do you wish to target for each type of content? How will you promote the content?

A safe strategy to follow is the social media rule of thirds. One-third of your social content promotes your business, converts readers, generates profit. One-third of your social content should surface and share ideas and stories from thought leaders in your industry or like-minded businesses and one-third of your social content should be based on personal interactions and build your personal brand.

A social media content calendar should organise the way you curate and create content, and help develop your editorial strategy. You should also keep in mind that not all content has to be created fresh, you can get a lot of value from repurposing old content. Perhaps you have articles on your website, case studies, whitepapers, or other forms of content which can be shared using social technology.

Finally, test, evaluate and adjust your social media marketing plan. The most important thing to understand about your social media marketing plan is that it should be constantly changing. As new channels emerge, you may want to add them to your plan. As you attain goals, you may need to adjust them or find new goals for each channel.

As you scale your business, you might need to grow your social presence for different branches or countries. Rewrite your strategy to reflect your latest insight. This is a plan that is meant to change, so be flexible. As you move forward, you may discover that some tactics are not working as well as you thought they would. Try to adapt quickly and introduce the new changes to your overall strategy. An intelligent approach to apply new-edge social media tactics and an emotional approach to know what your consumers want can drive a brand, resulting in social media excellence.

KG Manjunatha is Chairman and CEO,

Kenscio Digital

The original article appeared on The Hindu Business Line.

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10 important future aspects of e-mail marketing

In a survey conducted by Kenscio, marketers’ second highest priority as a reliable marketing tool went to Email Marketing (59%), and preceded by Social Media (76%). Interestingly, Social Media Marketing has achieved overwhelming response globally within just a couple of years in contrast to more than two decades of existence since email technology was developed in early 90s. Social Media Marketing in the last couple of years has grown like no other, easily drawing the lion’s share of every marketing campaign; such has been its impact in so less time. However, it’s not that Email Marketing is lagging behind. As a matter of fact, ‘Email’ has become an integral part of day-to-day life and is too common to talk about.

Kenscio - Email Marketing Company

 

The evolution of Email Marketing is slow but it’s steady so far. But with increasing competition at a time when an active subscriber is bombarded with thousands of promotional emails in a month, the future of email marketing in terms of its usability and deliverability will depend on several aspects of its logical and technological architecture. A few important aspects demonstrate what will shape the future of email marketing.

1) Personalization: Personalization imparts a sense of purpose and warmth to Email Communications. A well personalized Email responds to subscribers based on individual behavioral attributes. The gist of ‘one-to-one communication’ in Email marketing actually lies in successful implementation of personalization tactics in emails.

2) Dynamic Content: Based on individual subscribers, email messages can be variant. This variation can be used to create dynamic content to target subscribers based on their online behaviors, past purchase behavior, email open behavior etc. Innovative approach to create dynamic content in emails can provide marketers tremendous business value in terms of reaching out right customers with right offers.

3) In-email Transactions: Email transactions by clicking in the embedded hyperlinks and re-directing subscribers to external landing page might become a history in near future. Quick transactions for special offers, purchase, form etc. can be enabled in the email body itself which will cut down the process time drastically and will make transactions hassle-free.

4) Automation and Integration with other channels: Innovative approach to integrate with newer channels/versions of platforms is one key issue faced by email marketers. The ability to work seamlessly with multiple channels can increase reliability of email marketing platforms to a great extent.

5) Open-time based customization: Intuitive approach to understand “email behavior’ can help in multiplying email effectiveness. Email open time, clicking behavior, subject lines impact etc. are essential benchmarks for marketers. They provide whole lot of informative understanding of email subscribers and their behavior. If a consumer gets a promotional email at the moment of opening the inbox in the morning, it can have a better impact than hundreds of other promotional mails remaining unread. To make it technologically viable, a data-driven approach to deploy email is the only way out. Innovation can give the further ride to success.

6) Micro-segmentation: Micro-segmentation has contributed immensely to e-commerce brands in terms of devising an appropriate targeting strategy. Different theoretical models such as Clustering, RFM Analysis, Predictive Analysis, CLV Analysis etc. play pivotal role in sharpening targeting of consumers with right messages. It will be worth-watching how email marketers take competitive advantage through synchronic Micro-segmentation and Email Marketing strategy.

7) Email Triggers: Email triggers are response based automation’s of the recipient.  Building recipient communication and engagement based workflows in an automated way creates an expected and compelling relation between the brand and the customer. By personalizing emails, the content of transactional messages can deliver greater value to customers by being contextual in communication. Optimization of images/creatives of emails based on highest clicks is one example of such email triggers. How cutting edge technology can imbibe theoretical aspect of modern day marketing like urgency and social proofing in email marketing through technological advancement in future is going to be the key to competitive advantage.

8) Mobile based approach to email marketing: Email Marketing in the last couple of decades has come a long way. Mobile has already overtaken Desktop in terms of most widely used devices to open emails. Adding to this, mobile application based approach to deliver value to customers is ubiquitous now. Synchronizing emails with such Apps is going to change the way of email interaction in mobile. Not many days are left when social buttons will include WhatsApp like button (if the email is opened in mobile) for interacting with a brand through WhatsApp.

9) Responsive Design: Besides desktop, there are dozens of different devices for opening emails. Being adaptable to each and every kind of device specific resolution is very essential to avoid distortion of designs/content of emails.

10) Innovate, Innovate and Innovate: This is the basic framework of all the points mentioned above. Email is the most reliable tool for reaching out to customers with latest news/offers/deals for a marketer. Innovation will keep email marketers moving up the learning curve. All new technologies become redundant after one point of time (we get used to it). An email marketer’s ability to keep an email fresh, live and new every time it arrives in your inbox will define whether you will open the email or not.

With these evolving advancements in context to email technology, email marketing is here to stay. Undoubtedly, innovation is key to its survival considering the increasing marketing and socializing platforms.  If wrapped by the right technology and for the right market at the right time, email marketing will continue to create ripples among the marketing fraternity and shall be regarded as one of the topmost effective means of marketing.

 

About Author:

Mr. Manjunatha KG
Founder & CEO,
Kenscio Digital Marketing Pvt. Ltd.

 

The original article appeared on dqindia.

 

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What would be the Major Internet Marketing Trends for 2016?

We must begin looking towards the trends we can expect to see in the coming calendar year.

Here are few forecasts for the ruling search engines like google, changes in mobile traffic, as well as the forecast trends for social networks such as Instagram and YouTube.

Kenscio - Digital Marketing company

Search Engines:

As of October 2015, Google led the explicit core search market with 63.9 percent market share, followed by Microsoft Sites with 20.8 percent and Yahoo Sites with 12.5 percent of all search engine traffic. Ask Network accounted for 1.7 percent of explicit core searches. With no surprise to anyone, Google should continue to rule the search engine competition in 2016, and in the years to come, unless another search engine rolls out a game-changing strategy that none of us were able to see coming.

Mobile vs. Desktop Traffic:

Mobile now represents an impressive amount of online traffic. In 2015, mobile traffic surpassed the quantity of visits from the desktop, marking the turning point on the way to mobile dominance for Google. The algorithm update that Google rolled out this year that penalizes sites that aren’t optimized for mobile will only cause this trend to increase. This mobile trend will only dominate more of the online activity of consumers, who are using their tablets and smartphones.

Social Networking:

Social media platforms are eating every other traffic source’s lunch. Formerly, organic search (i.e. Google, Bing, Yahoo, etc.) made up the lion’s share of overall visits to sites. So, it became the lovechild of the World Wide Web. Overall, 73 percent of internet users had, at least, one social networking profile in 2015, which is a huge increase from the 48 percent of users that had a profile on 2010. The power of social networking is such that, the number of worldwide users is expected to reach some 2.5 billion by 2018.

Facebook:

Facebook currently dominates social network usage with 45.4 percent of the social networking market share. Facebook traffic is expected to hold a similar percentage of the market share in 2016 in North America, but will continue to gain users in new regions, especially if they are able to break into the Chinese market as expected.

YouTube:

Social media marketing veterans have three top predictions for 2016: video, video and video. Next year will see a greater emphasis on video marketing, streaming video. YouTube currently holds 22.2 percent of the social networking market share, which is a share they may struggle to maintain with all the new video based social networking options that have rolled out in the last few years. One of the ways they are hoping to increase the number of visitors is through YouTube Red, which is a new paid version of YouTube. There has been some scepticism as to whether YouTube users will be willing to pay for a service they have been using for so many years for free, but YouTube is betting on the increased quality of videos, as well as expanded options such as downloading videos, to entice users to buy the service.

Twitter:

Twitter is 10 years old along the way, it has grown and evolved. Twitter has rolled out a lot of major changes this year, including the curated Moments, Native Video Ads, and Embedded Grid, feed, tweet collections, and polls. In spite of these moves, Twitter’s growth was slow in 2015, with only a rise of 11 %, for an overall market share of 4.8 %. Twitter is likely to continue to try new ways to increase their market share in 2016 with new features such as allowing tweets to be edited, offering new emoji tools, enhanced engagement options for events (such as customized emoji’s), and continuing to encourage those with customer service questions to turn to Twitter as opposed to reaching out to companies via other avenues.

Reddit:

The famous online community Reddit, which was launched in 2005, has around 200 million active users each month. Reddit currently accounts for 4.45% of social networking traffic, making it the third most popular social networking site behind YouTube.  Reddit is currently making preparations for a mobile website by testing a beta version of an Android app. It is the first step before the official launch of the app at the beginning of 2016.

Pinterest:

Pinterest had the 2nd largest driver of traffic from social media sites with a 31 % usage rate, but only accounts for 1.34 percent of the market share. When it comes to referral traffic from social networks, there’s Facebook and Pinterest – and then there’s everyone else”. According to a new study by Piqora, a pin generates an average of 78 cents in sales. Acknowledge the fact that a majority of (nearly 80%) Pinterest users are women and 92% of pins are also made by them.  As of the second quarter of 2015, U.S. consumers were more satisfied with Pinterest than any other social networking site, which bodes well for its growth in 2016.

LinkedIn:

The world’s largest professional network on the Internet – LinkedIn holding 1.34 percent of market share, as there is no real competitor in the business networking space. LinkedIn is expected to roll out better ways for recruiters to utilize their data in 2016, which could possibly slightly increase the number of people using LinkedIn to search for employment.

Instagram:

Instagram seeing the fastest year-over-year growth of all the platforms. Experts’ estimate 89 % of marketers will use social networks to increase the visibility of their brands and products by the end of next year. It currently has 1.32 percent of the market share, although that may drop slightly as Instagram rolls out more ads in 2016.

Overall, it looks like there shouldn’t be a big shake-up in market share across search engines or social networking sites, although there are a lot of new features rolling out which could prove to be big game changers.

 

Nikhita

SEO Lead,

Kenscio Digital

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FoMO: You may be a FoMO addict!

“FOMO is experienced as a clearly fearful attitude towards the possibility of failing to exhaust available opportunities and missing the expected joy associated with succeeding in doing so. Simply put, it is concentration of attention on the empty half of the glass.” as defined by Dr. Dan Herman who first identified and named FOMO

Decision making in humans is fairly complicated. Thanks to the attribution of 9 factors viz. Money, Love, Pride, Lust, Aspirations, Family, Communities, Faith, Religion etc., unlike animals where it’s mainly Survival, Food & Family. This might seem to be untrue but, we have always in some way or the other, displayed the FOMO syndrome.

Kenscio-Email Marketing Company

Brands and Marketers have also paid attention to the moral aspects of FOMO to capitalize on this trait of human behaviour. FOMO helps marketers to use those 9 key factors as key selling points in their marketing communication.

Technology and The Internet have also built a new trait into its Netizens called “Social & Communities”. Whether we’d like to admit it or not, social media has fundamentally changed our culture. This is clearly visible in the way people share and consume content. Citizens of the internet don’t want to miss anything and are constantly try to impress others with their ability to stay up to date with evolving stories and trends. Researchers and behavioural psychologists believe this cultural desire to be relevant is tied to a Fear of Missing Out (FOMO). As marketers, it’s important to understand how FOMO can be leveraged for maximum results.

Let’s look at a routine day of a 30-year-old married Investment Banker, Vinod. His wife Supriya, loves Ranveer Singh and is keen to watch the new movie “Bajirao Mastani”. Vinod receives an email from his favourite movie ticketing portal on the day of the release of the movie showing live ticket availability of the new movie “Bajirao Mastani” in his favourite theatre. The email shows the 10:30 pm show as “Filling Fast” and he chooses to book the tickets immediately. This is a FOMO at play!!

Another classic example is the discount offered by the Cable Television for renewing his subscription before the due date, a saving of Rs.350/- on a yearly Rs.5500/- package. That’s a sweet deal, isn’t it?

How to effectively use FOMO in Email:

  • Exclusivity – OnePlus uses an invite-only system to buy its phones, it does narrow down the buyers. But it also enhances aspirations and word of mouth.
  • Live & Dynamic content BookMyShow shows live seat availability in the users’ favourite theatre to drive FOMO.
  • Social – Ease of sharing content on social channels, encouraging customers to share on social media and thus, exposing your offer to newer audiences.
  • Behavioural – Serve the right offer at the right time using analytics and thus, engaging more effectively.

 

Key trends for 2016 and pointers for FOMO – (source – article by Robert Allen in Smartinsights.com)

  • Mobile will be the most popular device for internet access. Smartphones usage for internet access and social media shall increase exponentially along with emerging devices such as Smart TVs, Smart Watches, and Game Consoles etc.
  • Social Media users and usage.
  • Marketing Automation and Behavioural Marketing – Leverage data and customer behaviour to drive highly targeted FOMO campaigns.

 

Hemal Patel

Associate Vice President – Data Services

Kenscio Digital

 

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Email List Hygiene: Email the people who truly want your messages

Good email list hygiene is the best practice for any email marketing program. Active email addresses are necessary for maintaining your relationship with your users and retaining their loyalty. There are always chances to get invalid, non-responsive and duplicate email addresses. I would like to share a few reasons on benefits of a clean email list. With a clean email list, you’ll have fewer bounces, better deliverability, and increased conversions.

Kenscio - Targeted Email Marketing

Reducing Bounce Rates

Determine an appropriate bounce suppression strategy for your email list. Cleaning your email list at frequent intervals will keep SPAM and invalid emails from building up on your list of subscribers and possibly to more conversions. The higher the bounce back, the more risk you run that your campaign could be blacklisted. Kenscio’s Email List Cleanr can clean up to 80% of bad email addresses based on multitude of intuitive checks and significantly helps bring down bounces

Better Deliverability

Regular cleaning of inactive addresses, which have not responded within a year period will help to prevent deliverability issues caused by emotionally unsubscribed recipients. When you shape up your list to valid emails then you will get better deliverability on your mailing activity. Compare each campaign to your past history of delivery percentage to see whether you have a problem and then act on it.

Increasing Conversions

If your list is loaded with bad, duplicate and invalid email ids, your email marketing efforts will be negatively affected because subscribers will not receive your email communication. After all, if your subscribers don’t receive your messages, how will you expect them to convert? The more people that get your email the more people should open and the more opportunity for conversion. Email marketers estimate most of the email revenue derives from targeting to specific segments. If your list contains only active email accounts that can convert into better quality emails being sent out with each campaign that you release. Kenscio’s Email List Cleanr also helps improve ROI, since bad and unyielding email addresses never make it to the final mailing list.

So next time before you deploy your Email Campaigns do ensure that the emails are getting into appropriate inboxes.

Jubin Thomas

Senior Project Manager

Kenscio Digital

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