Author Archive

Email Marketing: Keep Your Customers Engaged This Festive Season

Email-Marketing-01 (1)

There is no secret that email marketing is the go-to choice for marketers during the Festive Holiday Season.  The effectiveness & affordability of email marketing renders it so. With so much riding on the annual Indian festival season, it’s more important than ever to consider a strategy on how your email campaigns can stand out and stay afloat in the sea of holiday messages.

Having said that, it has become extremely important to increase the use of targeted email campaigns and advanced tactics that can lead to higher effectiveness and engagement. In fact, a recent survey confirms that 78% of marketers rate their company’s competence in email marketing as either intermediate or progressive.

By taking a personalized & integrated approach, combining the right choice of Marketing Automation and using the right techniques; email marketing can help deliver the right message to the right people at the right time.

The New Wave in Email – Real-Time Personalisation (RTP)

The cutting-edge idea of ‘real-time personalization in email‘ – facilitates immediate reaction to customer behavior that increases engagement, helps customers know that marketers are listening to their needs and provides them with the products or information they were looking for.

Personalisation is everywhere, yet even with its rampant recognition and power only a handful of companies are putting it to great use.

Kenscio Digital takes you through the aspects of RTP and how marketers can use it to drive engagement in an email:

Countdown Timer & Progress BarEmail-Marketing-02

The Festive Season from September to December is when Indians shop the most. This is the period when they also make big purchases such as cars, major electronic items, real estate etc. Email marketers can create a sense of urgency by using simple yet effective ‘Live Triggers’ such as countdown timers & progress bars. These tools when embedded in an emailer can showcase the time remaining on exclusive offers and limited stock items. These tools can create the excitement and urgency among customers by leveraging their fear of missing out (FOMO) and prompt them to make a purchase decision.

 Geo-TargetingEmail-Marketing-03

Consumers are flooded with emails — and as inboxes grow heavy, clicks and engagement decline. This makes personalization more important than ever. With Geo-Targeting, marketers can automate the distribution of email campaigns with pre-determined triggers on a regional or local basis to showcase the best offers to customers based on their current GPS location.

 Time-Based OfferingsEmail-Marketing-04

Real time data can be used by marketers to offer hourly offers & deals so that the customer gets to view a deal that’s still valid. The offers dynamically change as per the time of opening the email, thereby ensuring that customers receive relevant offers and information every time. Embedding real-time scheduling in emails helps marketers create highly targeted and timely email content which is relevant to their target audiences.

Dynamic Image Ranking

Enables email marketers to rank products or offers based on the number of clicks they receive. The most clicked images are then, dynamically pushed ahead and shown to customers when they open their emails. This ensures that popular offers stay in demand.

Social Proofing

This RTP tool pulls in real-time conversations about the brand from social media platforms such as Twitter, Review and Rating Sites. It showcases online comments by customers – which could be about the brand, their newest offers, deals or events.

Live Customer RankingEmail-Marketing-05

This tool lets customer rank the brand’s offerings in real-time. These insights can help email marketers continue or abandon a strategy so as to offer the best to their customers online.

 Live Website Feed

The discounts and offers that are rocking on your website can be pulled in to email campaigns when your customers are opening them. This would excite your customers to get to the website and explore further and buy.

 Real Time RecommendationsEmail-Marketing-06

Gone are the days, when your emails are so static and contain stale recommendations. Hook up your Artificial Intelligence and Machine Learning based Recommendation algorithms based on your customer, the time he opened the email, location of access, and type of device.  Provide more personalized offers in real time based on all data available to the customers at the time, they are looking at the email.

When it comes to keeping customers engaged during the Festival Season, it’s important to consider the message, channel, and timing. Real-time email marketing allows you to extend a solution to your audience in the most effective manner. It helps boost customer engagement by using interactive, geographic and demographic customer data, where you can be ensured that your real-time marketing messages will generate favorable results immediately, resulting in successful email marketing campaigns.

Share

Email Deliverability Measures to Boost the ROI of Your Email Marketing Campaigns, This Festive Season

KEN-CM-BLOG-1A (1)

The year’s biggest Festive Season is almost here! Indians are gearing up for the festivities and eagerly awaiting slash discounts, offers and the opportunity to shop till they drop! The hottest shopping season of the year also brings with it promotional emails by Marketers, who pit against their competitors to gain space in the customer’s mind. After all, if it isn’t in sight, it’s out of mind.

To keep the promotional message consistently ‘On Top of Mind’, marketers in India need to ensure that their marketing & email campaigns reach the right audience, at the right time and place and mostly in the inbox. Here is where the effectiveness of email deliverability takes precedence.

What is Deliverability

Deliverability refers to an email’s ability to successfully reach the inbox of its recipients. It starts by ensuring that marketers have the right platform & strategy in place to send emails into the inbox and ensuring that their ESP (Email Service Provider) keeps its promise of offering high deliverability.

This one is much harder to quantify since ISPs (Internet Service Providers) do not return a feedback to let senders know when the message has been delivered to the spam folder instead of the inbox.

Elevate Email Campaigns Through Accurate Deliverability

  1. Boost Inbox Placement

Mailbox providers such as Gmail, Yahoo, Outlook etc. take multiple metrics into consideration to determine the sender reputation including opt-in customers, multiple blacklists, spam and abuse complainers. There will always be some amount of variance between each mailbox provider. If it is seen that all top Mailboxes have an open rate averaging around 30% – but Gmail is closer to 12%, then it’s quite likely that emails are getting delivered to spam folders at Gmail.

Kenscio Digital’s Email Deliverability Team helps marketers understand the factors that might be driving lowered inbox placements in one mailbox vs. another.

  1. Tackle Spam the Smart Way

KEN-CM-BLOG-2

 

There can be several reasons why marketing emails reach the spam folder. Some of these may include – incorrect list acquisition practices, sending too many emails in a short period of time, poor segments and targeting, or content which is simply not what the recipients expected to receive. One or all of these factors might be contributing to the problem of lowered email deliverability.

Our deliverability team digs into these myriad details and helps marketers figure out the “Why” behind low email deliverability and come up with appropriate solutions.

  1. Leverage a Cleaner Email List

KEN-CM-BLOG-4 (1)

All email lists degrade over time. Maintaining a high-quality ‘Subscriber List’ is key to ensuring that emails are delivered to the inbox instead of the junk or spam folder. In addition to spam complainers, the other factors to look for are spam traps, abandoned & terminated email inboxes, inactive addresses, etc.

We use a powerful Email List Hygiene – Email validator service to keep email lists as clean as possible for our clients.

  1. Authenticate Emails

KEN-CM-BLOG-3

Email authentication is the process by which a sender is validated through published records, such as SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail). Once the email is sent, the originating server sends the identifying information message to the recipient’s mail server. This server queries DNS (Domain Name System) with that information and uses the records provided to validate authenticity. The recipient server may choose to block messages that fail authentication checks.

Our email deliverability team makes sure the DNS records are set in place. SPF/DKIM authentication is one quick method to improve email delivery rates. Adding this to our client’s DNS entries sends a clear signal that the email marketer is authorized to send emails from a specific domain or sub domain. Without this adjustment, email messages may get marked as spam, even if marketers have their subscribers’ consent to email them.

  1. Carry Out the DMARC Authentication

DMARC (Domain-based Message Authentication, Reporting & Conformance) is the first widely deployed technology that can make the “From Header” address trustworthy. Not only does this help protect customers and the brand, it discourages cyber criminals who are less likely to go after a brand with a DMARC record. Even the global giant, Gmail, partners with DMARC.org, thereby giving domain owners greater control over what Gmail does with spam email messages from their domain.

Kenscio’s deliverability team monitors the regular DMARC Aggregate and Forensic Reports send by Mailbox providers back to senders. This gives our clients greater visibility into the email messages that are authenticated and those that are not, and why.

  1. Reduce Seed Address Dependency

One of the ways to monitor the inbox placement is using seed addresses:

Seed addresses are generally monitored email accounts with no human behavior and read by machines and can’t mimic real human behavior.

This technique has been used traditionally where seed lists (a limited number) have been added to the sending list. Hence, seed address monitoring is no longer an adequate model to check the behavior-driven actions that providers, such as Gmail, use to determine whether to place the email campaign in the inbox or the spam folder.

We use a third-party deliverability tool with a large customer base from millions of inboxes’, will help us understand actual recipient behavior, rather than just relying on seed addresses.

  1. Check Email Content

KEN-CM-BLOG-5A primary factor in inbox placement is CONTENT. Some of the trigger words may be used by spammers which cause genuine emails to be treated as spam by the inbox providers. While testing against spam filters, it’s not enough to simply mask trigger words or get a low spam score in the email software. Most software simply checks against global and existing databases that review keywords, and don’t scan the emails in the same manner as ISPs do.

Our deliverability team checks the content of the email, image to text ratio, trigger words in context, number and length of each of the links, HTML rendering, coding errors etc.

These simple measures and with the extra assistance from Kenscio’s Deliverability Team can go a long way in ensuring that email marketers stay ahead of the game by always showcasing their messages in the inbox, ready for the customer to view and take positive purchase decisions.

So, is your email strategy ready for this festive season?

Share

Kenscio Is Now ISO/IEC 27001:2013 Certified!

Kenscio Is Now ISO/IEC 27001:2013 Certified!Adding another feather to our cap, we’re proud to announce that Kenscio Digital has been awarded the prestigious ISO/IEC 27001:2013 Certification for complying with stringent ‘International Standards’ in Information Security Management System.

The certification was conferred to Kenscio by the International Standards Certification (Global), FZ LLC, which critically assessed our security assets, data-driven digital marketing products, services, and solutions. This certification validates that our data management & security, and compliance process measures for secure client services meet international standards.

As quoted by our CEO & Founder, Manjunatha KG, “Kenscio has been serving hundreds of clients in a highly secured environment with strict data-security policies that we’ve adopted and modified over a period of time. The successful bid for this ISO certification demonstrates our efforts, credibility, and commitment to ensure customer success not only through our innovative products and services, but also through a secured data environment encompassing associated technologies, platforms, solutions, people, and processes. We sincerely value our clients for the trust they keep on us.”

The certification process involved rigorous reviews, testing and implementation of data security systems, administrative procedures, technologies, and platforms. Our physical security controls were assessed and deemed fit for their ability to maintain confidentiality of customer information, intellectual properties, information security system and market data.

We are thrilled to have achieved this landmark certification, which shall enable us to continue serving our global clients through many more successful marketing campaigns in the digital media domain and beyond.

A hearty congratulation to the Kenscio Team.
Way to Go Kenscians!

Share

Content Marketing Trends 2017-2018

Content Marketing Trends 2017-2018

2017 is more than halfway and the trends that will determine the ebb and flow of 2018’s Content Marketing have already begun to take form. Content will remain ‘‘King’’, as organizations increasingly rely on its ease-of-use to connect with their target audience. The end goal would remain the same, which is to create engaging content that enables brands to build trust, create qualified leads and earn profits.

Content Marketing Trends to Lookout for:



1. Mobile

Mobile devices drive greater traffic on the internet than desktops because more people are accessing content on it. While 2016 witnessed the rise of online videos – video content has penetrated mobile screens in a big way in 2017 and shall continue to do so. More online viewers are shifting their video preferences to smaller and portable mobile screens. Additionally, they’ll watch more of these videos from social media platforms such as Facebook, WhatsApp, and YouTube.

2. Facebook Shall Rule

Facebook is the 800-pound gorilla of content consumption, content sharing & discovery. The WASP 2016 State of Small Business Report, found that Facebook is still the most-used social media platform for small businesses.

3. Influencer Marketing

Slide_2

Influencer marketing generates 11x higher ROI than traditional advertising. Influencers are in the game for the long-run because of the critical role they play in organically promoting a brand’s reputation among communities online.

4. Visual Content

Visual content has become so fundamental to the web that it has resulted in entire social platforms such as Snapchat, Instagram, and Pinterest to make images their sole lingua franca.

5. Video Content

Most of the consumer-driven internet traffic comes from video and the trend is anticipated to continue throughout the coming year. As said by Mark Zuckerburg himself, “I think video is a megatrend, almost as big as mobile.”

6. AI Generated Content

Slide_1

For instance, Forbes’ earning reports are generated using Quill, a Natural Language generation platform based on data and template.

7. User Generated Content

85% of people trust content made by others more than brand content. This trend is a part of influencer marketing, minus the large audiences and authority enjoyed by influencers. This user behavior explains why Facebook, Youtube, Linkedin, Reddit, and Owler have succeeded in content marketing.

8. Virtual and Augmented Reality

Virtual and augmented reality has been generating a lot of buzz. Brands like Samsung and Jaguar are creating immersive customer experiences with their products and brand ambassadors using these technologies.

9. Reinforcing the Buyer’s Journey

Slide_3

More marketers will leverage content at various stages of the buyer’s journey to create engaging and personalized content. Strategic communication from acquisition to retention will be reinforced through the power of content.

10. Promotion Matters

Most successful content marketers pay to promote their content. Content once published must not be left to itself. While you may think that your content is amazing and possesses the potential to go viral, the truth is that it probably won’t create much of an impact unless promoted.

11. Content Personalization

Content will continue to lead as the go-to medium for reaching out to the target audience, in the most direct and personalized manner. Since one-size-doesn’t-fit-all audiences, content enables marketers to share personalized messages that convey the right message at the right time.

12. Content Distribution Strategy

Slide_4

Buyers are increasingly using the internet for making their purchasing decisions. Marketers must thus, leverage various methods and distribution platforms to ensure that their communications deliver expected marketing objectives.

13. Rely on Multi-Touch Attribution

Marketers will need to focus on multi-touch attribution to achieve their upper-funnel goals and measure the success of their content marketing efforts. A case in point being, successful content marketers have been gradually moving away from using lower-funnel metrics such as lead generation for measuring the success of their content.

14. Rise of Contextual Content

Branding on social media will take a more contextual turn with the aim of keeping its audience engaged. Brands will revolve their marketing communication around current events and goof-ups, to make content entertaining, valuable, and informative.

15. Dominant Content Marketing Tactics

Slide_5

Social media and content will continue to make a strong team in the years to come. Blogs, newsletters and social media are likely to be the most-used tactic by content marketers in 2018 as well. Brands will invest in native ads and improve their audience engagement through better quality content.

Key Take Away:

Documented Content Marketing Strategy

According to Content Marketing 2017 Benchmarks, Budgets, and Trends—North America – 61% of organizations had a documented content marketing strategy in place. 83% stated that their content marketing strategy was extremely effective.

It’s best to avoid adopting short-lived trends and instead focus on creating a well-planned content strategy that works for your organization. Secondly, it’s a lot more time-consuming to attain influence and results through an unplanned content marketing approach.

Share

Content Marketing Methodology

CMM-WEB-1A

With 4 billion content assets published daily, it’s getting increasingly challenging to make content marketing work in the present scenario. Customers are being bombarded with information they don’t want or need and it’s up to us to cut through the clutter and find a better way to reach the right audience.

According to ‘B2B Content Marketing 2017: Benchmarks, Budgets, and Trends (North America)’ report – 22% of marketers have been extremely or very successful with their overall approach to content marketing. While 41% B2B marketers were sure that their organization had clarity on the success of their content marketing – 30% were unclear and 29% were unsure.

Over the years of working with Content for Advertisers, we have derived a structured methodology that works for Content Marketing.

Content Marketing Methodology Best Practices:

1. Define Your Objective
The first step is to demarcate the purpose of your brand content. What do you seek to accomplish through the content you share with your audience? Once you establish the objectives, create a strategy that caters to your organization’s content marketing needs.

2. Content Planning
Identify your target audience or buyer persona. This will help you create content that is relevant, gripping and valued by your audience. Once you have zeroed-in-on your reader base, initiate the content planning process by:

  • Creating a calendar to organize content into buckets or categories that encompass brand communication across channels such as the organization’s website, press releases, social media pages and blogs.
  • Analyse user behaviour and metrics to assess the best time to schedule and post content on various platforms, so as to reach the right audience at the right time.
  • Conduct surveys to understand current trends and user behaviour to improve the quality of content and its presentation.

3. Content Creation
The quality of brand content determines its effectiveness. Ensure that your team comprises of skilled writers who are passionate and creative. Once the content team is ready, your brand can capitalize on various mediums such as quizzes, infographics, webinars, podcasts and events. Collaborative content is another approach that can add value to the company’s content and marketing strategy. Reach out and invite members of your organization, influencers, allies and experts to build content for your brand.

4. Content Optimization
No matter how compelling the content is, it’s useless if your readers can’t find it. Content optimization enables it to be visible on search engines through search results and keywords. Having a strong SEO team to back content efforts will ensure that your reader base is able to access and engage with your brand. You can optimize content through keyword research and SEO marketing. Another way to check the efficacy of your brand content is to carry out periodic A/B testing – to check which content works better.

5. Content Distribution
Promote content online through various media formats and channels such as owned, earned and paid content distribution. Through marketing automation, you can promote content on several online channels such as social media platforms, apps and websites. Email marketing and pay-per-click (PPC) marketing are other content distribution tools that can help promote content.

6. Content Performance
Measure content performance to gain a deeper insight about whether your strategy is working or failing to yield expected results. Content performance helps asses which assets are doing better in terms of ROI, leads and conversions. Various metrics can be utilized to study the performance of content marketing, such as analytics, time spent, user engagement, conversion rate, heatmaps and CRMs.

7. Content Management
Content Management Systems (CMS) make it easier to publish, edit and revise content thereby reducing business time and cost. This system also helps improve search engine ranking and online branding through multi-channel campaign management such as emails, RSS, dynamic content, brochures and hypersites. Most importantly, CMS manage bulk content within a workflow which gives organizations greater control over their content.

With a documented content strategy in place, organizations can achieve better marketing results and improve their brand visibility. All it takes is a little planning and a structured and disciplined quantitative approach.

Share

White Paper: Should you use Emojis in Email Subject Lines?

 

There are whole lot of things that can be expressed better with emojis, and the same seems to be the case of modern email marketing. Keeping up with the trends, email marketers too have started conveying messages through emoticons to engage subscribers, attract clicks and boost open rates. Not only do emojis add more colour to the usual black and white inbox, they tend to stand out and draw the attention of the user.

Emojis have become a global phenomenon and penetrated our everyday conversations on chats and social media networks. According to a MailJet study, Brits are 63% more likely to open emails with emojis inserted in the subject line. Whereas, friendly and fun Emojis such as he tears of joy icon , are received positively by audiences universally.

Kenscio carried out its own in-depth research to understand how the Indian subscribers reacted to emoji-embedded subject lines. Two industries; the ecommerce and online travel industry were selected for this study. The results proved that the average read rate of emojis emails were comparatively higher.

Our research led us to discover a lot more interesting things regarding emoji-usage in emails. A few interesting points include:

1) Objective Emojis (Aeroplane, star, Mobile, Beer etc.) are more popular than emoticons (Expressive Emojis like smiling, crying, laughing etc.)

2) Indian audience love to see  emojis like: Trophy, Gift Box, Firework, Camera. Indian brands mostly focus on such unique emojis (unlike popular whatsapp emojis).

3) Flipkart is running ahead of all other eCommerce brands in India. Most of their promotional emails have subject lines containing emojis.

Discover many such insightful findings by  downloading Kenscio’s White Paper from the link: www.kenscio.com/resources

Share

Email Validator: The New Avatar of Kenscio’s Email List Cleaning Solution

Email Validator

What if you could access the best of your existing and potential customers through efficient emails, that reach their inbox? Worried about generating high hard bounces and spam complaints, that impact your Domain and IP reputation, which reduce the chances of reaching out your customer’s inbox? Now, you may be wondering what has efficiency got to do with emails right? Absolutely everything! Precision counts when it comes to email marketing and ensuring that emails get delivered to the right email addresses can have huge implications on a business. Kenscio’s Email Validator is one such unique solution that lets businesses target email addresses with a hawk-eyed view.

Kenscio’s cloud based SaaS solution the ‘List Cleanr’ has been relaunched in its new and improved avatar – the ‘Email Validator’. With new UI and exciting features, the Email Validator enables businesses to maintain high email list quality by cleaning up to 80% of bad email addresses.

What’s New?

  • A graphical view of email list statistics
  • Enhanced Client Specific Configuration of bad email addresses and domains
  • Improved API for single email validation
  • Enhanced spam trap suppression
  • Improved performance by caching MX lookup (domain validity)
  • Improved email notification with detailed report
  • Extensive Summary of all list cleaning jobs done in past
  • Static and Knowledge based Email validation
  • Specific to RFC standards, ISP rules, and Historical list of Email bounces and Spams
  • Live Check of Inbox in popular ISPs
  • Blazing processing speed in excess of 4 million emails per hour

 

New Features: Create Tasks on Your Email List

The platform will enable you to create a task or job that needs to be done on the email list. All you need to do is enter fields such as the name of the job you wish to create, input file delimiter with (, and |), email address column position, an email address to receive status reports, option to select input file from FTP location, browse to select input file, option to send output files to remote location and start the validation process.

 

A Job Well Done

It gives detailed specifications about who the job was created by, date and time of creation, process start and completion time, status of the job and an option to view details for greater clarity.

image2

 

It Gets a Lot Better

The view details option gives access to a vibrant graphical pie chart that showcases details from the cleaned email list. It offers insights such as valid email ids, generic words, invalid and spam domains, duplicates, hard bounce rates etc. It also gives further information regarding the total records processed and the number of valid and invalid emails. You can also download the job result whenever needed.

 

A Comprehensive Summary

Have a Visual representation of all the Email List Cleaning processes and their performance in the account.

The Email Validator platform is agnostic to the sender’s ESP and has traditionally been used by clients along with large cloud based broadcast systems, small pay-as-you-use platforms and the medium scale domestic platforms. It is set to become a gamechanger in the world of email marketing and will assist brands, enterprises and email service providers to bring hygiene into their email marketing practice as well as to avoid eroding their domains and IP reputation.

It’s that simple. Everything you need to get a squeaky-clean email list is now available on our Email Validator. It’s time to let go of trial and error methods by embracing precision email marketing through Kenscio.

To read the official press release, visit http://www.prnewswire.co.in/news-releases/email-validator-the-new-avatar-of-kenscios-email-list-cleaning-solution-621406843.html

For more information visit http://www.kenscio.com/products-solutions/email-validator

 

 

 

Share

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

WCLM-WEB-BLOG-1A -1

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/

Share

Kenscio Digital Marketing: Spearheading the Optimization of Digital Marketing Technology

SODMT-WEB-BLOG-1A

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

Share

Demonetisation: Email Strategies in #Cashless times

Blog_Competitive_Demonetization-01

 

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.

Share

Copyright © 2017 Kenscio Blog. All rights reserved.
iDream theme by Templates Next | Powered by WordPress