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Kumar Awanish from GroupM (BLAZAR) Joins Kenscio as AVP Strategy and Innovation

Gurgaon, Haryana, India, Monday, November 25, 2013 — (Business Wire India)

Kenscio Digital Marketing Pvt Ltd brings onboard Kumar Awanish as Associate Vice President –Strategy and Innovation. Awanish brings with him nearly eleven years of experience in various functions including Business Development, Marketing, Strategic Digital marketing services to both agencies and Ecommerce companies. During his previous profile, he was the Business Director at GroupM-A WPP Company and prior to that was heading Hushbabies.com’s (latter acquired by babyBOX part of Snapdeal) marketing vertical (Experiential & Digital).

On his move, Kumar said, “What attracted me to Kenscio is the inspiring journey that it has travelled in 4 years and the way it has positioned itself in the high growing market like India. With its pioneering presence in Digital direct Marketing, Kenscio does have a tremendous potential and I would look forward to take it to the next level.”

With plans to also launch a Marketing Intelligence product – which shall cater to a constantly maturing digitally active clientele, The expansion of strategy and media planning team, further strengthens our ability to meet the needs of our customers with all the requisite intelligence” says Mr.Saurav Patnaik Co-Founder Kenscio.

About Kenscio Digital Marketing Pvt Ltd

Kenscio Digital is a pioneer in Digital Direct Marketing Solution and Service in India with more than 90 clients including Cleartrip, StarTV, Intuit, Times of India, Hindustan Times etc in Delhi, Bangalore, Mumbai and Hyderabad. Founded in 2009, the company offers innovative solutions focusing on data intelligence and Customer Life time value optimization via Email Marketing, Social Media Marketing and Cross-Channel Marketing Solutions and services. Kenscio is also the winner of Red Herring Top 100 ASIA awards.

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Landing Page Optimization Tips

When thinking of optimizing customer experience for email marketing, one must consider the entire customer journey, including Landing Pages. Even if you achieve brilliant open and click-through numbers; your email campaign isn’t successful till you lead your subscribers through the end goal. Successful landing pages seal the deal and make all the difference between conversions VS website visits.

We have compiled a list of techniques to help you optimize your email landing pages for conversion:

1. Objective: Traditionally an email landing page has only one objective: Conversion. A conversion doesn’t necessarily have to always result in a direct sale. A conversion could also be a sign up, a download, or any other action desired out of your customers. Keeping this in mind the landing page’s design and content should always be true to its objective.

2. Headline and Context: Always provide a clear and concise headline and list your offer / proposition as clearly as possible. After the headline you should highlight the benefits or value proposition of your landing page.

3. Navigation: Ideally, your landing page should be sufficient enough to provide all the required information to your subscriber, preventing you from taking them to multiple other pages on your website. Mimicking the website with the navigation menu should be strictly avoided, as it’ll only result in taking the focus away from your marketing goal: Conversion.

4. Optimization for Mobile Devices: Recent study (including ones conducted by us) show that mobile usage is on a steep rise and a large chunk of emails are read on mobile devices. Hence, when optimizing for mobile devices, landing pages are as important as the email campaign itself. A non mobile friendly landing page can end up disappointing your customers (or prospects) and result in conversion dropouts.

5. Personalization / Localization of Landing Page Content: Technology allows you to personalize the content of your landing page to suit every customer / prospect. It is also possible for you to passively login your customers who visit the landing page via an email campaign, preventing them from typing their login details. Furthermore, based on the current location of your customers, you can customize the content of your landing page in real time, to show location specific information / deals.

6. Analytics Integration: Landing pages are integral part of your email campaigns. So when considering performance measurement for your email campaigns, you cannot exclude the performance of your landing pages. While our system provides you a wealth of actionable insights on your email campaigns, to analyze your landing pages, you can simply install analytics software (if you haven’t already). However, installation alone doesn’t help and you need to setup an integration between your email campaigns and your analytics software; to behavior you observe on your landing pages can be correctly attributed to corresponding campaigns.

While the above suggestions should guide you towards the right direction; you need to evaluate what technique(s) work best for you. The easiest way to find out is: Test, test and test again!

For a one on one discussion about optimization of your email campaigns, write to us at: info@kenscio.com or for alternatives visit our website.

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Mobile Optimization Best Practices

Mobile devices have been increasingly becoming popular for both email and web consumption. In India, Mobile devices represent 62% of web consumption this month; an increase of 15% since the beginning of this year (Source: StatCounter).

Mobile Vs Desktop - Content Consumption 2013 graph

In one of our own recent studies, we explored the market share for various devices when it comes to checking emails. Based on sample data, we discovered mobile devices to contribute to 43% of email opens in India.

Hence, it’s a no brainer to optimize (or start optimizing) email for mobile devices. While the task may seem daunting to some, we assure you that the rewards in form of better customer engagement will make it worth your efforts.

We have compiled Best Practice Tips that are sure to set you going in the right direction:

Identify how your customer’s read emails

This should be the first step that will define your mobile optimization strategy. Find out:

– What is the preferred consumption device? Is it mobile, desktop, or both?

– What is the time when customers read emails: in the morning when they get up, before sleep, or any other time during the day?

– What are the preferred mobile platforms used by your customers? (Android, Apple, Blackberry, windows etc.)

Top Mobile Operating Systems - August To October 2013 graph

Keep it Simple

Fancy and image heavy email messages might look pretty but they might not be preferred by customers on conservative data plans. Furthermore, since the standards in mobile email are still evolving; it’ll be beneficial to stick to simple styling that can work across platforms.

Value the mobile Real Estate

 Majority of mobile devices have small screen sizes (at least smaller than a traditional desktop), so each line, heck every pixel is precious real estate. So instead of beating around the bush; make it a point to get your message across as quickly (and simply) as possible. Keep your sentences and paragraphs short and crisp.

Include Identifiable and Actionable Call to Action(s)

Traditional CTA text or buttons might not be equally successful with mobile devices. Your email message should preferably avoid clutter; if you cannot help it for various branding reasons make sure your CTA stands out from the clutter. Give it room to breathe so that it’s easily identifiable and click-able.

Keep larger fonts

Keep the font large so that it’s easy to read on small screens, however not so large that it ends up taking all the valuable space. For headlines you may use between 20 – 22 points and for copy use 12 – 14 points. It is recommended to use web safe fonts so that your content is displayed as you intended across devices.

Don’t forget the landing page

When optimizing the email user experience for mobile, think about the entire process from Subject Line, Template, Content, Call to Action, and even the landing page. It would be a bummer to have a neatly optimized campaign for email, but have a landing page designed for desktops. A poorly designed landing page can put off your mobile readers resulting in a drop in conversion rates.

The only way to find what works is by Testing it!

It is highly unlikely that your customers use the same device, running on the same platform. Even if you discover that a majority of your customers use Android; Google’s cherished OS comes in several versions and allows Mobile manufacturers to add whatever customization they desire. The implication of this is that unless you test your content, you wouldn’t find how each platform displays and reacts to your email message.

Some interesting Mobile Facts:

Most Popular Activities on Smartphones

Most Popular Activities on Smartphones

Email is the most popular activity on Smart Phones according to IDC & Facebook, Always connected, 2013

How did you receive the message that led to the purchase?

How did you receive the message that led to the purchase?

More than one-half (56%) of US consumers who have made at least one purchase using their smartphone have done so in response to a marketing message delivered via mobile email –  ExactTarget “Mobile Dependence”.

Most Preferred Mobile Email Message

Most Preferred Mobile Email Message

Special offers (27%), vouchers (21%) and realtime tracking (21%) are most preferred email content according to a study by Edialog (“The future of mobile messaging”). Newsletters are the fifth most preferred type with 12% of respondents saying they like to view that email type on their mobile the most.

To find insights specific to your audience / industry or to find out how you can optimize your email marketing for mobile, give us a shout!

 

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Email Behavior Insights Q3 2013

While you work on your email marketing strategy for the last quarter of 2013; looking at customer behavior and trends from the previous quarters can offer valuable insight to help you move in the right direction.

From simple metrics such as: opens, clicks, click throughs, conversions to more complex analysis into open rate trends (best time of day, best day of week etc.), subject line key words, click to un-subscription rate, and link categories; are some of the essential figures and statistics you should look at before formulating your email marketing strategy.

We analyzed over 8 million email interactions over the last quarter to identify fundamental trends such as: Best Time of The Day, Best Time of the Week, and Email Device Breakup:

 

Email Open Behavior - Best Time of Day

Email Open Behavior – Best Time of Day, 2013 Q3

 

The data suggests a steep rise in open rates from 6AM onwards, peaking at around noon and gradually receding almost all the way after midnight. To achieve the peaks at around noon, sendout can be started earlier during the day around 8 to 10 AM. If you wish your emails to be in top of your subscriber inbox, You can send just in time at 10 AM. You must perform various tests to evaluate what works best for you.

 

Email Open Behavior - Best Day of Week

Email Open Behavior – Best Day of Week, 2013 Q3

 

Though Tuesday technically obtained the highest scores, Wednesday and Thursday are almost equally close. For all practical purposes though Tuesdays to Thursdays make the most favorable days for sending emails. Mondays and Saturdays are runners up, where as Sunday remains to be the least favorable day.

 

Email Open Behavior - Device Breakup

Email Open Behavior – Device Breakup, 2013 Q3

 

One of the interesting insights into email behavior is how quickly mobile/smart devices are catching up with the traditional desktops. While there are several reports and data that suggest that internet usage on mobile has already surpassed desktop in India (see graph below – source: StatCounter), in our study we found mobile slightly behind desktop when it comes to checking emails. That being said, there is a good chance mobile may end up dominating this space too in the next few quarters. Stay tuned for our future reports.

 

Mobile Vs Desktop

Mobile vs Desktop, Internet usage- India 2013 Q3

 

Even at current figures, Mobile at 43% controls a substantial share of email interaction. If you haven’t already started to work on optimization of email content for mobile, now would be the right time.

Though all the above statistics represent a sizable sample of 8 Million, it is still recommended that you perform such analysis to identify trends specific to your industry / customers.

For more information on how you could easily obtain such insights and use them to optimize customer engagement, get in touch at info@kenscio.com or alternatively contact us via other channels.

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Opportunity for Business Analyst / Senior Business Analyst – CRM

We believe that great business analysts are grown rather than being simply trained. We want to attract some one who is motivated and is ready to burn mid-night oil to achieve ones goal.

Things expected from the person and some qualities/ skill sets:

End to end project management ensuring quality delivery of analytical projects for CRM based analytical solutions focusing on creating statistical models for customer response, campaign management, customer loyalty, customer retention, customer attrition, segmentation, cross sell, up sell etc.

Qualification & Skills:
• MBA (Non MBA with relevant experience can also apply)
• 2 year work experience in similar function in retail / ecommerce industry cutomer based data analytics
• Knowledge and experience preferred in: E-commerce, multi-channel customer service, Customer retention marketing
• Knowledge of customer analytics and models preferred
• Knowledge of Loyalty program & customer retention back office functioning preferred.
• IIT / NIT Background preferred
• Ability to work on own initiative and as part of a team
Responsibilities:
• Deliver CRM based analytical solutions focusing on creating statistical models for customer response, campaign management, customer loyalty, customer retention, customer attrition, segmentation, cross sell, up sell etc.
• Analyze and design solutions using customer retention & loyalty
• Apply techniques like regression, cluster, chaid, conjoint, factor, multivariate etc preferably with hands on experience in tools like SAS/SPSS/VB/Excel

P.S. You can email your resume on hr@kenscio.com or, if you are really hungry then try hunting for some Senior people in Kenscio and send them your request.

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Real Time and Contextual Email Marketing & Advertising

Bangalore weather can be quite erratic, especially during late Summer. No one knows this better than street vendors, who are cleverly equipped with eye wear when it’s sunny or umbrellas when it’s pouring. Visit them around December and you might find them selling ear warmers too!

Apart from being persistent sellers, these street vendors make sure their inventory is relevant.

Parallels can be drawn between such street vendors and digital marketers who strive to make their engagement with customers relevant and contextual. Though it is possible to target customers with contextual advertising online and customize the web experience in real time, these often require the customer to actually be looking for stuff online or browsing websites where you may target them with clever ads.

However, what about the one place they spend most of their time online? Their email inbox(s)? Unfortunately, email campaigns once sent remain static and gradually become outdated and irrelevant… Well, only until now.

We at Kenscio, have been working to make email deliver dynamic and real time content allowing email marketers and publishers bring live, relevant and contextual content directly into customer’s inbox. With our Real Time Ads, now it is possible to:

  • Use Countdowns – for limited time / limited offer propositions
  • Give Early Bird Offers – Higher discount / better offers to early birds.
  • Content Directly out of Website – To automatically show latest deals / offers.
  • Serve Coupons – based on a limited number
  • Use Geo-targeting – Server relevant content based on location (availability of offers, store locations etc.

To learn more on how you can use Real Time Ads please get in touch with one of our experts.

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Gmail Tab and Email Open Rates

Recent changes in the gmail inbox and how it may affect your email marketing open rates (courtesy Litmus.com).

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Boost customer engagement via CSAT campaigns

Other than solving world hunger or eradicating AIDS, if you are an online marketer, at some point of time you must have killed your brain cells over the deliverability of your email communication or pondered upon all that you could do to boost customer engagement.

Though we have covered deliverability and engagement as separate topics in several of our articles and whitepapers, in this article we’d like to explore how you could kill two birds (deliverability and engagement problems) with one stone (read on!).

Fundamentally, deliverability and engagement are intertwined. One cannot have good deliverability with poor engagement rates, and if deliverability is poor, you certainly cannot expect first-class engagement. It’s a cruel vicious circle.

Presuming you do everything by the book (have the right infrastructure, best practices in place, do not spam, etc), you could then initiate a CSAT survey program. Why? Because surveys are interactive in nature and require your customers to share their perceptions and opinions (something all customers love!). Hence, as a general rule CSAT surveys have the potential to obtain extremely high responses, some of our clients have obtained as much as over 40% open rates and easily a 60% of CTR (clicks over opens).

These surveys not only boost your engagement, make your email marketing interactive (like it should be) but also give a boost to your sender reputation (the score ISPs assign to you; the marketer). So just one program can:

1. Find out what your customers think of you, your products / services, and share their feedback

2. Give you bonus points in the books of your customers for caring to ask for their opinion

3. Empower you with knowledge that when used wisely can help improve customer retention and long term profitability of your company

4. Get you thumbs up from ISPs

If you think that all this is good, but you might not be able to manage it, think again. Email is the most flexible and powerful channel to manage such automations and Kenscio can get you started and setup in no time. It is possible to:

– Automate the survey campaign

– Automatically exclude customers who have completed the survey

– Only target a segment of customers who have actually bought something from you

– Dynamically populate survey questions based on customer demographics, behaviour or purchase history

Whether you are into e-commerce, publishing, travel, finance, real estate or any other industry for that matter; if you serve customers, you should identify customer perceptions about you. This could be in form of Customer Feedback, Product Review, Service Quality, Event Surveys etc.

Every time you send an email survey, you initiate another opportunity to engage with your customers. Surveys built within an email message have better chances of getting a response, and the more responses you get the better will be your sender reputation with ISPs

So what are you waiting for? Get in touch to kick start your survey campaign.

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Give your best and the world comes to you !!!

A Little boy went to a telephone booth which was at the cash counter of a store and dialed a number. The store-owner observed and listened to the conversation:

Boy: “Lady, can you give me the job of cutting your lawn?”

Woman: (at the other end of the phone line) “I already have someone to cut my lawn.”

Boy: “Lady, I will cut your lawn for half the price than the person who cuts your lawn now.”

Woman: “I’m very satisfied with the person who is presently cutting the lawn.”

Boy: (with more perseverance) “Lady, I’ll even sweep the floor and the stairs of your house for free.”

Woman: “No, thank you.”

With a smile on his face, the little boy replaced the receiver. The store-owner, who was listening to all this, walked over to the boy.

Store-owner: “Son….I like your attitude; I like that positive spirit and would like to offer you a job.”

Boy: “No thanks.”

Store-owner: “But you were really pleading for one.”

Boy: “No Sir, I was just checking my performance at the job I already have. I am the one who is working for that lady I was talking to!”

*”This is called Self Appraisal”

Give your best and the world comes to you !!!

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Catapult customer engagement this Holi

Nothing says “It’s Spring!” like Holi. The ancient festival not only celebrates the beginning of a new season (while it farewells winter), but Holi also suggests that its time to enjoy spring’s abundant colors. The tradition represents something even deeper; it bridges social gaps, celebrates the triumph of good over bad, and most importantly renews relationships!

While the populace gears up for this exhilarating festival, you the marketer, can work on replenishing your engagement with your customers. Using the spirit of the festival, you can:

•         Show your appreciation for loyal customers and may be offer them some rewards in form of redeemable coupons, gift vouchers etc. (and boost your festive sales!)

•         Kick start engagement with new customers with the right tone and bring vivid colors

•         Ask the active non buying lot to figure out what might persuade them to start buying from you

•         Work on activating dormant customers

•         Don’t wait for customers to come to you for complaints or appreciation, go ahead and ask them! Even better send out a customer satisfaction survey mailer and gauge the feedback!

Furthermore, you can add a lot of relevant personalization to your communication. For instance, if you know the city / region of your customers, you can target them with region specific Holi offers or greetings (the rituals and celebrations vary from state to state!).  You can encourage your customers to play safe and environment friendly Holi and get bonus points for caring for the environment, in addition to improving customer engagement.

Whatever industry you represent, or type of customers you cater to (B2B or B2C), this is the time to reinforce existing relationships or re bond broken ones.

Though, before you can start thinking about improving engagement, you must identify who your customers are (as individuals), what is the level of their actual engagement with you, and how they prefer engaging with you. The second step is to target them appropriately with the right message via the right channel.

Get in touch to discover how you can identify and target: loyal, active, non-active, and other complex customer segments based on multi channel customer data (purchase history, web behaviour, email behaviour, demographics etc); without having to hire data scientists or loosing your sanity.

Make this Holi festival count!

 

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