Tag: direct marketing

Winners of iPad Mini- Kenscio Motto 2014

A big thanks to all who made Kenscio Motto2014 a splendid success. The compelling reason to drive this campaign was to get an idea on what digital marketing folks have in their mind for this calendar year.

As you all know, that because of a soaring number of entries we have received, we have added another layer to the contest before announcing the final crown (iPAD Mini). In the first round of selection we had 37 winners who have been given a writing instruments as a token of appreciation for taking out their time.

Here are the two winners:

Mr. Boniface Noronha from HDFC Life &

Mr. Inaam Hussain from Interactive Avenues

Kenscio Congratulates to both of you for being part of the contest. We wish you all the luck for your assignments and appreciate your significant contribution and far-reaching vision.

Since a lot of advertisers have burnt their hands in new acquisition (Investing a hefty amount with no sign of CLV and Engagement), now is the time they sincerely feel that retention is the way ahead. We have had some great findings on the basis of the feedback given by all the participants.

On Retention here is the stats how marketers (Who have participated in the contest) have had their road-maps in place for this calendar year.

“Converting Non-Buyers into Buyers” is the focus area for 27% of marketing folks.

–        Out of these 15% want the delivery of relevant and real time content.

–        43% has a vision of doing direct marketing in a highly personalized 1:1 communication.

–        & 42% believe that they should understand the consumer’s behavior, demographics and psychographics in a better way to achieve their marketing objective.

24% marketers feel that “Converting one-time buyers into repeat purchasers” is the first and foremost KRA for them.

–        Out of which 17% has the priority of delivering the relevant and real time content.

–        However, 62% wanted to do the highly personalized and contextual communication.

–         & 21% believe that understanding of Consumer segmentation would be the high intensity objective.

35% Marketing people shown their firm belief in “Increasing the brand loyalty

–        Where 1:1 communication was the priority for 36% of universe.

–        Understanding the consumer segmentation as a whole was the transcendence for 38% of participated contestants.

–        26% of people believe in delivering relevant real time content.

9% of people think that they are more focused towards having the “Repeat buyers with increasing CLV”.

5% want to “Reduce the customer churn rates”.

Let us notify you that the aforementioned retention plan’s stats have been fetched from 12 different and significant industries(Ecommerce, Healthcare, telecom, Banking & Insurance, Travel & Tours, Jobs & Recruitments, IT- hardware, Digital advertising agencies, Retailers, B2B marketplace, Real estate, Education).

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Cricket Fever with Kenscio’s Thermometer

Zillions of crazy Indian cricket fans were winding up their work in a Jiffy to cheer up their heroes, while we @ Kenscio were busy in developing a count-down timer in an e-mail communication to be sent by Star Sports (We call it Intimate Communication) which gives them a goose-bump with a ticking clock asking them to go home early.

With this they did not require their wife, husband, friends & families to give them a reminder. Along with Star Sports, Kenscio have done this task for them like one of their close acquaintances. We understand the urgency and we make it fine-tuned too.

With  an engaging content, Star Sports wanted their real heroes (Their consumers) to be well and advanced informed. Here is how Kenscio did the fulfillment:

Real Time Personalised Email

Real Time Personalised Email

 

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Give Customers the Power of Choice

Nothing is permanent except change.

Heraclitus (Greek Philosopher)           

People change and so do their interests, habits, hobbies etc. Hence, it’s safe to assume that your email subscribers will change. The question is whether you can adapt to this change.

Acknowledging this change doesn’t require you to revamp your email strategy every time your subscribers profile changes, instead it requires your email program to be flexible enough to let them choose what is right for them.

Research shows that subscribers (customers) will choose to maintain a deeper and long lasting relationship with you, when they are given the power of choice.

Furthermore, enabling subscribers to make choices makes them feel that they are in control and that they have the ability to dictate what and when they wish to hear from you. This increases the likelihood that they’ll look forward to your email messages and increases the chances that they’ll respond.

This is the power of preferences.

What are Preferences?

Preferences are what that differentiates your subscribers. These are information about your subscribers that allow you to tailor your communication to suit their needs. For example, some might eagerly look forward to a daily promotional mailer, where as other might find these annoying. Similarly, you may have various product or service to offer and your subscribers will prefer some over others.

email preference center

Customer Preferences

What is an Email Preference Center?

An Email Preference Center allows your recipients to easily change their subscription details. This might include content type, frequency, interests in various offerings, ability to opt down or opt out etc.

Hidden Potential?

Preference Center gives you a means to know more about your subscribers. In addition to the basic information that is captured at the time of sign up, your preference center enables you to collect important information that will help improve and nurture your relationship with your subscribers.

Furthermore, marketers who use preference centers are more successful at retaining un-subscribers than the ones who don’t…

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Get in touch to obtain your copy of the complete whitepaper on Email Preference Center or speak to one of our consultants today to see how you can improve your email marketing programs with the power of Preference Center.

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Bootstrap: Right email marketing strategies

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A solution, a saviour, your new best friend: Kenscio ListCleanr

Email marketers have quite something to look forward to this year, as some of their prayers will be answered.

If email marketing were the Garden of Eden, it would certainly have its share of snakes. There are dangers lurking at every corner. Spam traps, bounces, zombie addresses, costs, etc are some of the perils that top the list.

Kenscio Listcleanr

Kenscio ListCleanr is a solution that has been under development at Kenscio labs, to tackle this very challenge. Kenscio identified that a great deal of email marketers in India, get caught up with fixing reputation & deliverability issues, dodging spam traps, and they put quite a good bit of their time and resources struggling to get past spam filters. All of this can hinder a marketer’s ability to concentrate on factors such as engagement, subscriber loyalty, ROI etc.

In a growing market such as India, it is important for email marketers to be able to scale up at the opportune time. However, it is equally important to ensure that they do not end up being classified as spammers by ISPs, and never see the light of an inbox. So rather than being just another SAAS; Kenscio ListCleanr is a catalyst for email marketers in India.

Kenscio ListCleanr leaves almost no room for guess work. Probably this is why our clients have been able to consistently scale up and save upto 40% of their email marketing cost, while they benefit from an impeccable sender reputation.

To learn what ListCleanr can do for you, visit www.listcleanr.com.

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How to survive the eCommerce bubble burst?

Already there have been quite a number of articles and open letters written about Taggle shutting their shop and what direction the existing online retailers are moving.

I was not surprised learning about the burn rates for Myntra, Snapdeal(Pluggd.in) etc. Not too sure about the margins that they make on the each sale. Considering the price of acquisitions for each customer coming in the range of Rs. 1200 to Rs. 2500, I am sure about the revenue generated by that customer must be some thing out of this world – yeah right!

ecommerce bubble burst

The Ad Networks and the Publishers are having their best sales year. Have few friends (Media Sales) who had completed their annual sales target by the end of the second quarter of this year. Dot com players have been pushing hard to earn and grow their marketing lists.

Essentially, it has been a competition among the players to get more and more buyers to register on their website. Considering the current situation every player has been able collect huge numbers. However if we look a bit deeper the calculation of revenue per user has gone for a complete toss. Loyalty towards a retailer means nothing to the consumer as everyone’s initial proposition was and is that I am cheaper than the other guy. In the greed to sell more every retailer took up more orders than they could actually deliver resulting in order cancellations, irritated customers, bad customer reviews.

Net Result – One-night stands or, sour relationships.

The price of acquisition per customer increases many fold the moment you have new customers who are irate. Because, they are not likely to shop again. They are Lost Customers.
How many orders can i fulfill ensuring customer delight in at least 90% cases? This is the math, which needs to be done each morning & not how many orders can I ship today and which ones?

If this is the scenario than maybe we are venturing a decade back when dot coms tried to “Get BIG fast” and crashed by the dozen. According to dot-com theory, an Internet company’s survival depended on expanding its customer base as rapidly as possible, even if it produced large annual losses. For instance, Google and Amazon did not see any profit in their first years. But their timing was impeccable and they made it. Both the companies also ensured Customer satisfaction, which brought loyal customers to them.

A backward calculation of the ROI expected per sale SKU can help determine the maximum cost per acquisition which can be invested. Going beyond this figure would mean eating away not only the marketing bucks but also the operational cost to ensure smoother operations.

It is also a fact that the cost per acquisition is not going to be the same at all times. Infact it is going to be lower- The primary reason being either few players would crash or dry up their marketing bucks :). As it is going to be the last man standing who shall reap the benefits of calculated spends and ensuring customer satisfaction.

Timely interventions bundled with relevant communication to the right audience are always a killer combo. Yes it does require some efforts but it pays having the right mix of Profitability and Growth.

Soon we will be posting more strategic initiatives that a marketer could take up to achieve the mix.

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The “do not reply” Paradox in email communication

I like surveys, more than surveys I like to share my opinion.

The other day I came across an email asking me to fill in a questionnaire. As I read through the mail, I reached the footer that opened with “Please do not reply to this email”. This completely put me off.

Email marketers fight for a very competitive inbox space. Even with the most engaged email list; email marketer can hardly think of obtaining 100% subscribers attention all the time. In other words emails sent to even  engaged subscribers are often left unread.

When email marketing is referred to as Interactive digital marketing, It beats me why some email marketers would cut interactions with their subscribers with a do not reply message. If anything they should encourage people to reply. This is valuable feedback and the best part is; it comes for free!

Some people might counter this with arguments on scale of mails sent, lack of resources, etc. Email communication is not a one way mass communication. It is a direct digital communication that needs to be interactive in nature.  I don’t think there is any excuse valid enough for trying to ignore replies.

Incoming mails can be easily filtered and sorted by mail clients. Furthermore, ticketing systems can scan messages and even automatically respond to general queries or redirect people to a FAQ section. If it is a long reply and cannot be automatically responded to, may be it is worthwhile to have it read by a person! The interactivity could be made even simple by letting the subscribers answer to a set of choices, which makes the marketers job simple to find the trends of their subscribers.

A two way interaction / conversation ensures an on going dialogue and an on going dialogue ensures sustainable success of email marketing campaigns.

Do not reply message and donotreply@ email addresses suggest you don’t really care about your subscribers and that your communication flows one way. Such marketers usually end up with unengaged subscribers, or worse subscribers put an end to their subscription.

 

 

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