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“Wow’els of Customer Lifecycle Marketing – AEIOU of an effective Digital Marketing Plan”

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RHYTHM is the longest word, in the spoken english dictionary, which does not use a vowel. Infact, try instantly, there are not too many  such words that come to mind.

Vowels are essentials of language, so why should digital communication be any different. Let me share my cheat sheet of the  essential A to Z  AEIOU of a thought through digital plan for today’s brands.

A : The first vowel stands for 2 main aspects

Acquistion that is apt  and  Attributes that can be captured

Since very long ago, Indian online companies have remained acquisition-oriented. Preferring quantity over quality and spending mega bucks in building Communities, Bases, Lists etc., acquisition strategies remain a primary focus for such companies.  Over the years, we’ve come to learn that visitors are not residents. Acquisition needs to become more intelligent. Sources that can be attributed to provide consumers with larger CLVs should be identified and pursued. Cost of such acquisitions also need to be optimised.

Coming to the other A – Attributes. The higher the number of data points that can be captured or enriched via Data enrichment service providers, the finer your targeting and re-targeting will be.

E : Is the most used letter of the alphabet. E for engagement is the most abused aspect of a digital plan. Most brands expect engagement from a customer or user. Engagement needs to be earned. The channels are growing, the attention span is diminishing and the opportunities for real engagement needs to be created. Content may be king but the objective is Engagement.

If Gamification, Relevance, Real Time Personalisation and FoMo ( Fear of missing out ) were the in things last year, this year will be about even more of these engagement techniques. Some of the attention grabbing engagement campaigns last year were BookmyShow’s eMailers with cinemas, show times and ticket availability that changed by the hour and had near real time updates.

I : Innovation last seen in Digital a long while ago, needs revival. If a digital plan needs to create an impact whether it is branding or performance, innovation is the differentiator. Mediocrity is dead, Innovation is the norm. Some of the oft cited examples I like to remember and remind my peers are the way Cashback replaced coupons which had in turn replaced Loyalty points. Today, loyalty programs are cobwebbed and dust coated, Coupons are still searched for but the innovative few who made CashBack their business are laughing ( all right, at least smiling ! ) all the way to the bank. Innovative disruptions, Innovative promotions enjoy wom and virality.

In 2017 – Innovation using Instagram and Pintrest would be exciting prospects.

O: “Optimization is the sexy term for cost cutting !” a former boss of mine once remrked half a decade ago. In today’s  day and date, nothing seems more true.  My friend in eCommerce, Start ups and even enterprises can vouch for the fact that for every month spends -there is a very tiny envelope marked “Branding Spends”  rest all the envelopes are transparent and closely scrutinised for optimal usage. Leave alone expenses, even efforts, activities and teams are being optimised.

Inventory purchase for Acquisitions is now programmatically optimised.

Key words – organic & purchased are optimised.

U: Unique Personalised experience is the effect of considering the right offer to the right person at the right time using the right channel. ( With so many rights – I wonder what’s left? )

But please consider this the digital equivalent of somebody looking you in the eye with earnestness and making  a solemn promise to love you unto his/her end…

If your proposition can speak in those tones, address each subscriber, each consumer, each prospect in a language they are comfortable with, in a tone they respect and what they need, you are sorted !

Multi lingual communication, big data driven recommendation engines and choice of channel, past behaviour based insights and actions are some of the outcomes. Your Digital plan for 2017 should include these.

So you can vow to wow your audiences with a generous sprinkling of these wow’els in your Digital plan for 2017.

The aforementioned article was published on 16th February in Siliconindia Startup City February 2017 Issue.

The link to the original article: http://www.startupcity.com/digital-magazines/seo-special-february-2017/

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Kenscio Digital Marketing: Spearheading the Optimization of Digital Marketing Technology

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Over the last few years, Digital marketing zone has undergone a substantial transformation to generate acclaimed marketing experience. The best digital marketers utilize emerging trends and technologies to achieve transformative business outcomes with the right choice of both investment and technology. The tardy developments, huge cost and disruptive technology can redefine the position of an enterprise abruptly in the digital landscape. Kenscio, the promising Marketing Company, ushers data driven digital marketing solutions to ameliorate digital marketing industry using high-end tools for Email Marketing and Direct Marketing with global standards. Its Email Marketing tools and services like Email ListCleanr, Real Time Personalisation (RTP) and Multi-Channel Marketing Intelligence Solution (McMIS) are applauded by IT landscape.

Kenscio continues its journey as a leading ‘Marketing Technology’ company having complete expertise of Data-driven Digital Marketing added with its demonstrated competence in Digital Direct Marketing/Email Marketing. Besides, it generates a win-win circumstance in the market with technology competent vendors. Kenscio’s motto is ‘Client Success’ and the account management team is called as Client Success Team. RTP, McMIS, Email ListCleanr are notable accomplishments by Kenscio’s research and development team. The following testimonial is an exemplar of Kenscio team’s commitment: “Ever since our inception, e-mail marketing has been an integral tool of marketing communications for us. With our partner Kenscio, we have realized the true significance of e-mail marketing which has immensely helped us streamline our marketing objectives which include acquiring new customers, promoting a particular product range, also majorly solving customers’ queries through the effective social media integrated e-mail marketing campaign and so on and so forth. We have been substantially increasing 100 percent YOY marketing spend on e-mail marketing which generates great ROI to Naaptol.com.”- Naaptol Online Shopping Pvt Ltd.

Kenscio’s Email marketing platform is a personalized communication tool, in terms of integration and automation, personalisation, segmentation, database cleansing, and creative communication that generates strategic partnerships with clients. Through ‘Managed Email Marketing Services’, Kenscio offers the complete solution for successful Email Performance that encompasses the complete process of Strategy Making, Conceptualization, Campaign Design and Development, Testing, Deployment, Campaign Monitoring and Analytical Inputs for effective targeting.

Award Winning RTP

Meanwhile, Kenscio’s award winning product – RTP enhances Email Marketing that enables live information feed in promotional emails even after send-out. RTP is the first of its own kind of dynamic email content personalisation solutions in India and signifies arrival of a new era of dynamic emails replacing the static emails. It deals with actual and real-time value of stock market/portfolio, latest news/updates, location based offers, individual subscriber based preferences, remaining stock/inventory values, time remaining for an offer/deal to expire etc. RTP offers innovatively designed and customized features that can dynamically change email content based on the time of opening the Email, location, device used, customer behaviour, etc. This is more of a contextual Email marketing that can make the Emails more relevant to the readers for a longer period of time.

Digital Marketing Tools

Multi-Channel Marketing Intelligence Solution (McMIS) helps to study customers’ channel behaviour (offline, website, email, social media), activity (or lack of activity) and purchase behaviour in relation to their demographic and psychographic information, that generates accurate and relevant multi-channel campaign management. Furthermore, McMIS empowers to analyse true performance of campaigns via powerful analytic capabilities. A marketer has to record and study how the customers move through their lifecycles over a period of time. McMIS can help in uniting all marketing efforts across paid, owned and earned mediums by integrating customer interaction data and campaign management across multiple channels.

Additionally, Kenscio’s Email ListCleanr is a hygiene application for cleansing huge email database to filter invalid email contacts and ensure authentication for genuine subscribers. It provides assurance on the contacts that can be sent by email safely without spoiling the sender IP or sender Domain reputations. By removing potential spam and emails not conforming RFP standards and ISP rules as well as doing necessary corrections in email IDs/domain names, Listcleanr significantly increases reputation with Gmail, Yahoo and Hotmail. Hence, it improves efficiency of email campaign and return over investment.

Recognition of Expertise

Early 2015, Kenscio’s RTP embedded campaigns for BookMyShow won “Best Email Marketing Campaign of the year” conferred by IAMAI, and “Best Marketing Innovation of the year” conferred by DMAi. RTP also bagged a bronze for ‘Effectiveness-Financial Products & Services Category’ for a successful Email campaign done for Axis Securities. Its journey continues as a strategic technology partner, and has moved its corporate office to a newer and wider space of technology for a defining future in Digital Marketing landscape. Consequently, Kenscio proclaims a specialized approach to unveil digital technology horizon ahead.

 

The aforementioned article was published in CIO Review (India Edition) Magazine in January 2016

For the original article go to: http://www.cioreviewindia.com/magazine/Kenscio-Digital-Marketing-Spearheading-the-Optimization-of-Digital-Marketing-Technology-ZUFI116904034.html

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Demonetisation: Email Strategies in #Cashless times

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It’s been around three months since demonetisation was introduced by the Indian government. How did this decision impact the Indian businesses and how did they cope? How their communication strategy adapted to the situation? These are some of the issues we will be discussing in this article. We have taken two popular industries; the online wallet/payment and online cab aggregator, and compared their performance using  .

The aftermath of demonetisation witnessed online platforms becoming the go-to destinations for everyday transactions. However, the mass exodus of Indian customers from brick and mortar stores to online payment platforms wasn’t easy. It involved the incorporation of extensive email marketing strategies in their subject lines so as to target the right customer base, drive their click through rate and result in actual transactional actions.

Various keywords were exclusively used by these brands. Following is the comparative analysis based on Paytm vs Freecharge and Ola vs Uber’s campaign data recorded from 8th November to 8th December-2016.

Comparison: Paytm vs Freecharge

  • The over-all sent out email volume went up for Freecharge compared to previous month data (pertaining to ‘Diwali’ mailers). Whereas, for Paytm, the Diwali mailers were more in volume than Demonetization specific mailers.
  • Paytm deployed 17 campaigns for Diwali and 50 campaigns post-Demonetization. Freecharge sent a total of 11 mailers specific to Diwali and 21 mailers after demonetization.
  • In case of Paytm, the read rate for Diwali mailers was around 6.71% and for Demonization mailers 16.54%
  • In case of Freecharge, the read rate remained almost consistent with 11.58% for Diwali campaigns and 11.48% for Demonetization.
  • 50 campaigns were launched by Paytm as compared to 21 campaigns by Freecharge targeting post-demonetization effect.
  • Campaigns carried out by Paytm used keywords such as ‘Wallet’, ‘Cash free’ and ‘Cashless’
  • Paytm’s overall targeted customer base was lesser than Freecharge. The number of customers targeted by Paytm was nearly half of Freecharge
  • Even though read rate of Paytm is better than that of Freecharge, the number of customers that Paytm has been able to target is almost half of that of Freecharge
  • Paytm email subject lines majorly emphasized on the usage of the word ‘Paytm Wallet’ in all its campaigns, whereas, Freecharge focused more on the keyword ‘Cash free’

               

Comparison: Uber vs Ola

  • Ola mainly emphasized on the word ‘Cashless travelling’ in many of its campaigns whereas Uber used the words ‘Skip’ and ‘ATM queue’ in their campaigns
  • Ola emails also extensively used other keywords such as ‘Cashless’, ‘travelling’ and ‘cashback’
  • Uber used words such as ‘Cash’, ‘cashless’, ‘Cashfree’ and ‘free’ in their email campaigns
  • Ola sent 36 campaigns during demonetization as compared to 12 campaigns sent by Uber
  • The overall sent volume of Ola emails was much higher than of that of Uber by around 18%.
  • In terms of numbers of subscribers opening the emails, Ola performed better as compared to Uber. This can be attributed to two reasons: Ola has a larger subscriber base and a slightly better read rate

Most Popular Subject Lines Used:

Brands Sendout Date Subject Line Read %
Ola 24-11-2016 Say Ola to cashless travelling 24.62%
Uber 19-11-2016 Skip the ATM queue 22.58%
Paytm 21-11-2016 It’s So Easy to Pay With Your Paytm Wallet 61.54%
Freecharge 18-11-2016 {{First Name}}, Open this mail before you Freecharge! #Cashfree 20.44%

Some previously unimaginable transactions have become common place today. Email marketing was deployed as the weapon of choice to encourage more Indians to embrace online transactions. As a result, more people began transacting online to complete their everyday grocery purchases even at the local Kirana stores, online booking of cabs/movies, hotels and restaurants.

If you would like to have a glimpse of your brand’s competition in terms of brand comparison, email deliverability and campaign performance, you can request for a preliminary report by clicking here.

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White Paper: Email Throttling and Strategies to Combat it

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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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Subject Lines in Email Marketing

How important are subject lines to your email campaign? How much time do you spend on deciding an appropriate subject line for your email campaign? How do we go about analysing how effective subject lines are?

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You may regard your email content for your campaign as the one that matters and the most important, however, if your subject line is not effective then there’s a chance that your email won’t be even read. In today’s fast paced world where people receive hundreds of emails, it is imperative to have an attention grabbing subject line so as to get the users to make that all important decision to open the email. A good subject line is essential for Email Marketing. So what makes a good subject line?

Short and clear- Studies show that the best performing subject lines tell people what they want to know in few words. The ones attracting the most opens and clicks are generally less than 50 characters.

Uniqueness- Having subject lines with a unique hook will persuade users to open the email. Subject lines with common words or clichés will most likely get no attention from recipients. On the other hand subject lines which poses a question or which has a humorous content to it, will entice recipients to learn more by opening the email.

Value Proposition- A good subject line will offer value to the recipient. You need to let them know that by opening your email, they will be able to find out matter that interests them.

Personalization- Personalizing subject lines with recipient’s first or last name will help improve open rates.

Credibility– Spelling and grammar mistakes in your email subject line will harm your credibility. Such mistakes could result your email to end up in the trash bin before it is even read.

There is lot of time spent on creating dynamic email content for marketing your emails, so don’t let an ineffective subject line ruin your chances of getting them read. An innovative subject line will go a long way in increasing your open and click through rates.

Defining success of a subject line is another key question. Many marketers consider open rate as the most important metric to consider while rating a subject line, however focusing only on open rates for subject line tests would be a mistake. The overall objective of the campaign needs to be considered before making decisions based on the metric. The following metrics can be leveraged to define success of a subject line:

  • Open Rate: This metric is considered when the intention of campaigns is to raise awareness. Open rates is an ideal metric for maximising subscriber impressions. Unique opens indicates the overall reach of a campaign whereas total opens gives perspective on whether recipients are opening the email more than once.
  • Click Rate: Focus on click rate when the goal of the campaign is to drive traffic to the destination pages. Unique clicks indicates the recipient’s exposure to the website and landing pages whereas total clicks gives a good indication of how engaged the subscriber is.
  • Click to Open Rate: This metric determines whether the traffic coming into the email was qualified and engaged. High rates indicate that well qualified subscribers are engaged.
  • Conversion Rate: A high conversion rate for a subject line indicates driving high quality traffic to the website. Testing for conversion rate ensures the right subscribers are engaging with the email.

The Goal of all subject lines is to drive subscriber engagement, but one needs to also review metrics that indicates subscriber dissatisfaction. For example subject lines which drive more opens but also contribute in having a high number of unsubscribes may strain relations with both the subscribers and ISPs. These problems should be carefully reviewed to avoid long lasting and detrimental effects for email campaigns.

Jose Stevenson

Business Analyst

Kenscio Digital

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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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Immortal Emails for long-lasting customer Engagement

How to make Emails Immortal?

Have you even wondered if it is possible to make a promotional mailer informative enough to such an extent that the subscribers can simply check the Email/Inbox to check a latest hourly deal/offer rather than visiting the website? Being contextual to subscribers for a long duration (if not forever) is no more an impossibility.

And most of the email marketers send emails every day with different content without knowing whether the subscribers are really reading the emails. By the time the subscribers open the email, most of the emails are outdated and become irrelevant and obsolete. Most of the time content doesn’t provide any meaningful information to them. Sometimes, thereafter, it’s just a matter of a single click to stop further communication (unsubscribe).

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How a brand delivers a seamless experience to subscribers through real-time updated email communications is a matter of great importance to email marketers. While Social Media, Web and Mobile based technologies have innovatively developed real-time content delivery and integration features, email communication often fall flat as far as contextual communication is concerned. Putting it simply, for an example, is it possible to send an email to your subscribers containing real-time Foreign Exchange rates/currency rates that represent actual value based on the time a subscriber opens the email?

The answer is ‘Yes’. Interestingly, it can be done in the email forever. If the email is opened exactly on this date of the year 2017, the value will be the exact rate prevailing in this time of the year 2017. Such emails are Immortal.

Kenscio developed this innovative email marketing solution based on the years of experience and wisdom garnered from servicing of 100 (+) clients across the globe. Some of their clients like Axis Securities, have taken their mortal campaigns to almost being immortal.

If you look at their emails, you will find the mailers providing real-time tips on how to invest in the volatile stock market that keeps changing every second in a day. Axis Direct emailers are immortal for the subscribers providing the content that are most relevant, Sensex indices, up-to-date market news, which stocks to watch, what are the new stock gainers/losers etc. Thus, the investors always have the latest information in the inbox. Even if you open the emailers sent one-month back today, the content will be valid at this point of time.

The dynamic email marketing solution pulls in information various sources like website, back-end CRM, ERP platforms, social streaming, RSS Feed, News Feed etc. and you can compute a lot of stuffs and show it through emails making them dynamic. As the complete process it automated, one needn’t invest too much time on creating the mailer, testing it, putting the right content, proofing, sending it across etc. and saving tons of a time. Marketers can now more focus on how to get the right stuffs in front of customers and help them better strategizing and helping the customers in getting what they need and not just about content gathering, building and communicating.

Such innovative solutions for marketers put them in a different league compared to the marketers sending mortal emails which dry up every day. Give the subscribers an opportunity to see what is in this dynamic world by directly reaching out to them with real-time information content, fresh messaged for every open.  Give them an opportunity whereas they can see an email in real-time and provide engagement elements that are as fresh as these are the social media and websites.

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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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