Tag: email campaign

White Paper: Email Throttling and Strategies to Combat it

email-throttling

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

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

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

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

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

 

 

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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?

email-subject-lines

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)

mapp-dmc-blog-post

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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Infographics- Email Marketing: The Journey so far…

Infographics- Email Marketing: The Journey so far

 

Reference:

EmailMonday   MarketingProfs   Econsultancy

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Animated GIFs in Email

It’s Show Time!

GIFs ‘Graphics Interchange Format’ are becoming the favorite image format for most of the Marketers who want to tag a tad bit of fun to their message. It isn’t a  surprise if we have to believe that GIFs have witnessed increased clickthroughs and customer engagement like Anna Yeaman at Style Campaign demonstrated how an animated video preview that has lifted her campaign’s click-rate by 26%.

This hasn’t stopped the Marketers to take no time in realizing its effectiveness as they carry delight to the campaign and resolutely add elements of fun, surprise; enticing the customers without deviating them from the objective or call to actions.

GIF was first developed by Steve Wilhite of CompuServe in 1987. The popular animated GIFs initially were the waving flags and flames. But what really took them on board is the Web 2.0 evolution that is when people started using animated GIFs in different ways at different places across the internet. In fact GIFs and CSS animations are the only way to add moving images, given the poor video support across the most popular email clients.

Animated GIFs enjoy support in all major email clients, with the exception being Windows Phone 7 and newer versions of Outlook (2007+).The following chart provides a comparison of animated GIF and CSS3 animation.

FireShot Screen Capture #098 - 'Email Client Support for Animated GIFs' - _C__Users_Admin_Downloads_GIF_htmlBid farewell to those conventional static emails and increase the effectiveness of your email campaign with animated GIFs and CSS3 Animation.

To know more, visit www.kenscio.com

(Contributed by: Mr. Monikandan. R, Senior Project Manager, Kenscio Digital)

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Inbox by Gmail and Real Time Personalisation (RTP): A case of coincident philosophy

When  Google introduced the brand new “Inbox” recently, it took everyone by surprise. This new Email App has been widely discussed as total Reinvention of Email by Google. For Kenscio, it was a mere coincidence of philosophy that leads to innovation.

A couple of years back, the email marketing engineers at Kenscio were busy developing a unique and advanced form of Email Marketing Product based on certain foreseeable aspects of Email Marketing: Contextual, Personalised and Real-time messaging. The final outcome was ‘Real Time Personalisation’ (RTP), a product based Email Marketing platform. Launched during GOSF-2013 (The Great Online Shopping Festival by Google) Kenscio has been serving Email Marketing needs of clients across different industries with RTP.

The conjunction of philosophy behind Inbox by Google and RTP happens at multiple points:

1)      Contextualism: “Bundle” of Emails and “Highlights” in Inbox are centred around one core philosophy: Categorization based on Importance/Contexts. RTP delivers the same by providing information that are Real-time, contextual. It negates the possibility of losing out relevancy of Dynamic Content of Email by Real-time information feeding system. The content can be changed to their real-time value even after the email are delivered to users’ inbox. Consequently, they bear relevancy for a longer period of time.

2)      Personalization: With Inbox, Google has brought out the new facet of Email Marketing: Personalization. The Inbox won’t look the same for all, everyone will have different inbox with variant priority for messages. In case of RTP, as the name itself directly implies, personalisation plays a pivotal role. For example, the Application Download for mobile tabs will be different for different devices, opening the email in iPhone will highlight App Store while the same mail in an Android phone will display Google Play Store and links.

3)      Immediacy/Urgency: The thin line that connects content with the Time factor can be subtly seen in the new Inbox by Google. Reminder, Snoozer etc. are the features that demonstrate the need of auto-arrangement of content on the basis Time. The future of Email Marketing, as a matter of fact, depends on the ability of translating the relevancy of marketing contents to the language of time. On the other hand, RTP brings on the ability of addressing the time factor through dynamic Email Content. For example, the stock value mentioned in an Email of a financial company might become obsolete after a couple of hours. But RTP enables real-time update of the stock value that shows real value of the stock as per the opening time of the Email.

There are much more to RTP that have provided futuristic vision and value for Email Marketers. Such features include: Real-time Countdown timer, Inventory Status, Weather Based content, location based personalization, time based personalization, live weather feed, Image Optimizer, independent API based platform etc. All these dynamic elements form a kaleidoscopic view of a successful email marketing strategy on the horizon. As Google successfully adjusts its scope capturing a similar view with its latest Email App, don’t you think it’s a mere coincidence of different innovations driven by a similar intensity of passion and excellence?

For more information about RTP, visit www.realtimepersonalisation.com

To know more about RTP and its dynamic features, write to us info@kenscio.com

Keep tune to our blogs for latest news regarding RTP, its deployment and success.

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RTP has built several APIs to make it truly platform independent

Hurray! Now RTP has built several APIs to make it truly platform independent.

These are the first of its kind APIs which will help our clients consume the power of Real Time Personalisation without any limitations. You can use any Email Editor, any Email Service Provider, any Email Gateway and still integrate with RTP seamlessly, within seconds.

These APIs will help you get data from any Recommender system you use and show respective recommendations live inside an email. This can be extended to any data available outside the RTP system. The APIs can also be used to extract live data from RTP system.

Some of the APIs can also be used to use the RTP widgets like Timers, Progress Bars, Twitter Feeds, etc. Even without logging into RTP platform. You can make these widgets on the fly & integrate it with any system you use..

Come, make use of these powerful APIs now.

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Digital Direct Marketing without Insights and Actions

“Action without insight and insight without action mean nothing to a marketer.”

Kenscio’s Digital Direct Marketing Solutions Suite enables marketers to use the customer demographics, transactions, and web behavior across all of digital and offline channels to derive powerful insights for actionable acquisition, engagement and retention strategies.
Watch the video to know more.

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Guide to a Better HTML Email Design – Part 17

16. Navigation and Search in Email Message

 

Your email is basically an extension of your Website so, where appropriate, make the navigation of your email message consistent with your Website — but also highlight key areas of your Website that are likely to get customers to take action. If you have Bargain Basement, Closeouts, Featured Products and other areas on your site — use them in your email.

If your Email Service Provider provides the feature of visually providing the user attention through the links clicks, You can analyze which sections of your email message are generating more clicks and optimize the offer placements to areas where the users are more likely to click.

You can also use multi-variate testing to test the email content and subject lines that provide the highest open and click through rates, before sending the email message to the entire audience.

If you have a search capability on your Website, add it to your email. Your customers can type in their search phrase, hit submit, and it will take them to your Website’s search-results page. You now have those people on your Website, where you have the potential to convert them to customers.

Allow your landing pages to be searchable by the search engines and look for user search phrases. This can provide what users are looking for on the web and this will provide very useful information on the subject lines for your email message.

Read earlier blogs on the subject “Guide to a Better HTML Email Design” on Kenscio Blog.

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Guide to a Better HTML Email Design – Part 14

13. Number of Hyperlinks

 

The main job of your email is to motivate recipients to click through to your Website. Hyperlinks in an e-commerce email, for example, should not be like in-store retail salespeople — there when you want to be left alone, but nowhere to be found when you need help and are ready to buy.

Be sure to place text, image and navigation links throughout your email so that a customer can’t go anywhere without tripping over a link. Make sure that all images, especially your logo, are clickable links. Consumers are trained to click on images and expect them work.

In fact, it’s been proven time and again that increasing the number of hyperlinks in an email message leads to increased open and click-through rates. Even if you are promoting a single product, you should still have multiple links throughout the email, including your logo, navigation links at the top and bottom of your message and the call-to-action. The key is to make the links relevant to the message and the recipient.

Emails with 25 or more links have an open rate 12% higher than those containing fewer than 25 links, and a click-through rate that was 29% higher than that for emails with fewer than 25 links. However, you should not merely list a bunch of links at the bottom of the email. Doing this could hurt delivery, as it is a common spam tactic.

The more links there are, the greater the chance that one or more will resonate with recipients and motivate them to click through. And while 25 links might sound like a lot, navigation and administrative links in best-practices newsletters can easily reach 15-20 links by themselves.

Although these findings are compelling, it is essential that you conduct a/b split (multi-variate) tests across key variables to determine what works best for your customers and subscribers.

 

Read earlier blogs on the subject “Guide to a Better HTML Email Design” on Kenscio Blog.

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