Tag: email marketing

Unlocking the Potential of Effective Email Marketing

Unlocking the Potential of Effective Email Marketing

Email connects you to people. Whether you’re sending an email newsletter, a special offer or an invitation, email marketing deliver your message and help get your business humming! It communicates and build relationships with prospects, gather important data, and help boost marketing ROI.

To build, execute, and maintain effective email marketing, you must pay close attention to your audience, the message, and avoid the common trap of simply sending out self-promotional messages.

Email marketing succeeds massively in its business to business (B2B) and business to consumer (B2C) strategies, however approaching the two strategies are vastly different. How B2B is different from B2C email marketing, is a question discussed in most seminars, white papers and blogs.

Nobody ever signed a business deal or bought a car after reading one email. In simple terms, email is a way to promote all the benefits of your product or service so that buyers are well informed and comfortable with everything you have to offer.

B2B email marketing primarily informs, and builds interest, not sells directly. The key use of B2B email marketing is to generate suspects into prospects into sales. While, B2C email marketing need to deliver a message that encourages the customer to be quick to click. B2C email marketing are much shorter in duration and need to capture the customer’s interests very quickly.

In B2B emails, provide content that the recipient can use to influence group decisions. What’s the solution to their problem? Is your product, service, solution or offering right for them? Provide readiness and suitability assessments, bench strength demonstration, customer testimonials, some case studies, and relevant trends. Unlike B2B, B2C emails are more direct and focused. Although the relationship building aspect is just as important, the mindset is more immediate. Your audience already knows you’re out for a sell, so it’s up to you to not blow it. Employ strategies and tactics such as targeted offers and coupons, limited time deals, discounts, and/or vouchers to mobilize your target audience to buy, both online and offline (in store). They can however also be informative, especially to build the brand and enhance customer loyalty. Combine merchandising and education to keep customers coming back, by recognizing the importance of customer loyalty.

In a nutshell, the B2B buyer will make a decision based on how the product or service can increase profits and enhance productivity. Your marketing should involve activities that will help them realize the value of your products and services and how they will benefit their company.

A B2C buyer will make a decision based more on emotion, status, quality and comfort. Your marketing should focus on pricing, providing a fast, comfortable purchasing experience and building awareness about your products and services via repetition and consistency.

In both cases, knowing your audience is the ultimate key. Whether targeting a single prospect or a whole industry, working knowledge of their marketing preferences is essential, and comes with the added benefits of a focused message, fewer complaints and better overall results.

Your thoughts…

Tell us in the comments! We’d be happy to hear from you.

(Contributed by: Ambili K Pillai, Group Manager – Client Success, Managed Services, Kenscio Digital)

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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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Inbox by Gmail – a User’s and a Marketer’s perspective

Gmail’s Inbox app for email marketers

 

Google just changed the way we look and experience our emails, again. While a few reviews talk about the new Inbox attempting to bring some order to a much cluttered mailbox, I tend to differ here. My Gmail mailbox had 5 very distinct and effective tabs to sort my incoming mail.

Despite the initial fears of adapting to the pre-defined logics of tabs “Oh Boy, now I will have to browse across each of these tabs to read my unread mails”, I am now in more control of the time I allocate to read and action my incoming emails. These tabs allowed me to adapt to a much more productive way of reading, responding to my emails and so is the case with most of the Gmail users. Instinctively I click on the Primary tab to read my regular emails from friends or business mails, or click on Updates for my transactional mails, or move to the Forums to read my daily digests from forum memberships, or move to Social to read social media notifications and move to Promotions to ready my subscribed marketing messages, how much more simple can google make this for me!!

Well, guess what, “Google Inbox” brings more to me – Google Now integration,
• Quick action to move the email out of my screen when I am done reading but still accessible to me in the Done folder
• Snoozing an email or setting a reminder to action an email
• Snoozing an email to wake up at a particular location (how cool can it get, I can now remember to show my wife the latest offer on the 42” Samsung LED from Infibeam when I reach home or remember to discuss the lawyers suggestions with my father when I visit him next)
• Quick tracking of my newly ordered shoes without even opening the mail
• Quick view of attachments (credit card statements, loyalty statements, photos etc.)
• More tabs – Travel, Finance, Purchases to make my life more sorted

google inbox integration

 

Why is Google doing this and how can Marketers can benefit from this? Before we address that let us look at a few trends –
• In India we have already seen that almost 65% of engaged audiences are using mobile devices to open emails
• Procrastination is increasing and the need for Real-time information is the need of the hour
• Value Per transaction of online purchases is increasing but it is becoming a more informed decision too. “Yes, I am interested in this Hidesign handbag but my wife can make a better choice”
• Email is becoming the most non-intrusive yet effective Direct channel of communication
• Google has always been setting higher standards in Email Marketing striving towards pressing the marketers to push out the most relevant content to the most relevant audience at the most relevant time. Thus it is enabling higher conversions and better interactive engagement with their audiences. With the new Inbox from Google, Marketers will be able to creatively showcase Actionable Emails utilizing the new features like reminders, location tags, quick views etc. A new dimension of time and location apart from the subject line is now added for marketers to innovate. “BookMyShow can now send out quick action reminders to movie fans asking them to set reminders to book the 1st day 1st show of the Saif Ali Khan starrer “Happy Ending” when the bookings opens 4 days before release.

Happy Inboxing!

(Contributed by: Mr. Hemal Patel, Director – Data Services, 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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A/B Split Testing: An old fish in a Pond

A/B Split testing is no more traditional. Get it done with RTP fied Image Optimizer :)

A/B Split testing for email campaigns is now like an old fish in the pond of email marketing. Email Marketers often ponder about effectiveness of A/B Split Testing and confront some tough questions. Have we really achieved the targeted ROI? Is Split testing really about being a winner and a contender? Have we lost some prospects by choosing to be a winner? Is being a contender a good choice at all?

A/B Split testing is about the competition between Hulk and Batman on two different tracks. So how it would be if we can create a ‘Hulkman’ that embraces the power of both? Nice! Yeah it would be wonderful.
In traditional A/B split testing, we compare the opens or clicks or both and the best performing subject line of Email gets deployed to rest of the consumers. But we wanted to make a third campaign with each best part of both campaigns so we came up with Image Optimizer.
Image Optimizer is a lab where we can create Hulkman. But How?

Image Optimizer optimizes the images used for campaigns based upon CPM. Let’s consider a scenario where, in case of A/B Split testing, the open rate is high for Hulk because of subject line and click rate is high for two images but rest of the images are rarely clicked; whereas in case of Batman, the email is losing because of the subject line and two images could not get much clicks but rest of the images are getting better clicks than Hulk. In this scenario A/B split testing will not send the right campaign to consumers. So, Image Optimizer will optimize all the images for Hulk and Batman and for final campaign optimized images will get served as Hulkman. Eventually, the final outcome will be a high performing Email with a catchy Subject Line and popular contents as demonstrated by the unique feature of Image Optimizer.

(Contributed by: Mr. Ravi Bhusan Singh, Software Engineer, Kenscio)

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Real-time Email Marketing: Social Conversations in Email

Your email subscribers seeing “tweets from your official twitter account” live in your promotional email, how effective will it be? In fact, if you are running a twitter campaign with a hashtag, you can place the latest tweets in your promotional email and send to your subscribers. In that case, even the customers who haven’t logged in to their twitter for the time being, will get to know about this promotion. You can simply deliver the news to their inbox, in real-time, live and with latest tweets updated immediately.

If Social Media is the master of engagement, email marketing is the acquisition maestro. And when both are combined and delivered to inbox, you are actually creating a blend of successful marketing strategy. Social learning (or Social Proof), a human psychology that promotes personal learning and subsequent decision-making based on inputs gathered from surrounding environment (or society, ex: Facebook fans, twitteratti) is the fundamental driver of this feature.

Putting it simply, an email marketer can simply spread the positive words of mouth (people who like us!) about your brand in their inbox.

Uniqueness:

  • Real-time update of Facebook & Twitter Feeds
  • Customize the twitter feeds for account handles as well as for selected #hashtags
  • Customize twitter feeds also for mentions of your brand in twitter
  • Customize the colour/font/background colour as per your email design

For more information, visit http://realtimepersonalisation.com/

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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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How optimizing your acquisition through E-Mail with CLV can multiply your revenue?

I will not be getting into the Do’s and Don’ts of acquiring customer through E-Mail and gaining momentum with CLV through various touch points and blah blah blah..

It is so stodgy that it hits my central nervous system badly, reminding me of a forced training and a manual guide of making things work in a way it is written!

Let’s dive into our circadian life, with some very interesting affairs! Everyday (More likely) we go to our nearest departmental store for our daily needs. It could be rice, soap or salt, regardless of the fact that how much square feet of a surface that store has occupied till the time it fulfills my need- Does this statement tie some business knots? Yes! It does. This affirms that we as an end user can go to any of the vendor/advertiser if he supplies/fulfills my requirement. Questionably I may not buy but I will go.

What Next?

Two examples to be cited:

A.)    I visit my nearest store for the very first time and enquire about the product that I need, may be a soap. While glaring at the stacks for my soap, the shop owner scans my eyes concurrently and finds me unacquainted and puzzled. Post that he asks some questions to explore my need. He then suggests the soap, which I like, or which fits my LSM score (Point to be noted, he just made a guess, might be a wild one). Conversation does not end here. He continues with some more questions like where do I live? He has not seen me before. What do I do? Who all are in my family and all! At times the gentleman who is also the custodian of the cash-counter may end the sales with a chocolate, as a freebie with a smile– Is there any core business fundamental you are able to see? You are right- He identified me as prospect, other than the transactions; he explored the future business by asking all relevant questions to me. Taking out time in knowing me, he tried to ensure my future visit. The freebie was an absolute relationship strengthening exercise.

B.)    Have you ever scrutinized your own action during the evaluation of a nearby departmental store on how economic he is! The first thing you do is you tend to ask the rates for products like Sugar, Rice, Flour etc., because, you border on the rates for the mentioned stuffs and then you see the quality.

During my first visit to the nearby grocery store to purchase my monthly household goods, I throw him a list of edibles starting from Rice to Roasted peas and sauce to salt. You know what! He will quote or charge me a very competitive price which I may not get even from the big retail chains for my much needed consumables which are rice, sugar, pulse etc. For rest of the rations, you will be charged a rupee up or down!  – Any business Logic? You guessed it right- just by reducing or being aggressive on my “must” consumable items; he suddenly gained my trust and faith. I have an inclination now. I started believing that he is genuine, competitive and affable. It means, he has calculated the revenue generated with the current purchase and approximated or predicted the future cash flows from me. In marketing, this is what you called “customer’s lifetime value

Regardless to say, on the various touch-points he bundles the product for me, offers something of great value, gives me credit and stuff like that- again, a marketing tactic or a strategy which has been created for me, which is relevant to me and that has been delivered to me in a way I liked it to be.

Relatively, that is the fundamental of every business, it is happening in our everyday life, which goes un-noticed from the core of marketing perspective.

This is being effectuated by a local small grocery store, which would not be catering to more than 250 households (roughly) in metros. Don’t you think it is doable, attainable and can be executed by big entities like yours too?

Why through e-mail is simply because, out of the total Internet population which is 243million as of June’ 2014 (IAMAI & IMRB, 2014), 80% use Internet to access emails.

That’s not all! The benefits of acquiring customer through emails are many. To list down a few: –

  • E-Mail is the most cost effective marketing tool.
  • During a survey done by Forrester Research, Marketers said that they enjoy the ROI by two to three times greater with email marketing than any other direct marketing channel.
  • An immediate attention with multiple links and CTAs are viable
  • The superlative degree of segmentation is possible.
  • Highly measurable which ultimately drives and boost your sales by up sells and cross sells.

 

So what have to be the action points?

  • Find out the right partner who does not require spoon-feeding, who are best in class, who embraces innovation, spends in developing employee’s skill-sets, and treats you as a partner.
  • Create/Source/Rent out the valuable and qualitative e-mail list of prospects. Deliver them the right content.
  • Feed curiosity. Remember you are now dealing with “Generation Z”
  • Get ready with your creative for every dimension.
  • Do multivariate or AB testing (Whatever suits). It’s imperative. Early monitoring is like tasting the food like a chef.
  • Be innovative & reasonable in bringing your customers on board.
  • Create various touch-points.
  • Do research and segmentation. Reduce the manpower dependency. Espouse technology. Remember- your consumer is everywhere and doing the best use of the technology.
  • Convey or communicate what your consumers want to listen to and accelerate their interest.
  • Be relevant and rewarding.
  • Drive engagement.
  • Try to recover the lost opportunities, which might be accountable for as big as 40%
  • Seek their advocacy or evangelize your communications and offerings.

Remember the theory, which has been cited in the aforementioned example, is a proven one. So, do not romance with it, execute it.

Call your mind for that grocery store owner, who, how effectively identified the prospect, probed, suggested, sold, been aggressive on pricing, secured the future business, created multiple touch-points, gave value adds and had thereby owned a customer for a life-time which essentially would be doing his advocacy.

The striking part for you is- Maximize & Multiply your revenue :)

What else? Isn’t it a good food for thought and a lesson to think through?

“Execute nicely or be executed nastily”

(Contributed by: Mr. Kumar Awanish, AVP- Strategy & Innovation, Kenscio Digital)

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First Annual Digital Marketing Report-2014 released by Kenscio

With the successful completion of digital marketing survey “Kenscio Motto 2014” conducted earlier in this year, Kenscio has released an insightful, strategically analysed full length report based on the participant marketers’ responses. Titled “Futuristic Digital Marketing in India”, this report attempts to provide a comprehensive compilation of thought-provoking and action oriented insights for digital marketers.

The survey was based on a set of market-centric inputs derived from Kenscio’s vast experience of serving the digital direct marketing industry in India. After compiling and analysing the responses gathered from more than 250 marketing professionals, many surprising findings popped up out showing significant consistencies and patterns in strategic level of thoughts across industries.

 Digital Marketing Report Cover Graphics

Here is a few interesting and mentionable points:

  1. Higher number of multiple channel oriented marketing activities observed across all industries. 61% of marketers are likely to deal with multiple channels and media with proper optimization proper optimization and smarter budget allocations.
  2. Retention strategy shows a uniform pattern, more than 59% marketers focus on conversions factor, i.e. converting non-buyer and one time buyer to regular purchasers. 35% marketers prefer brand loyalty as a more important factor.
  3. As far as spending pattern across various media channels is concerned, 76% invest in social media followed by Electronic direct marketing (57%)
  4. For maximum client acquisition, both social media and Email marketing receives similar preference (69% in both).
  5. 39% of marketers associated with Advertising/Digital Marketing industry prefer Real Time content personalisation as one important aspect of customer acquisition strategy.

The report has also elucidated key actionable points based on the observations. Moreover, it has extrapolated its findings by revealing some interesting facts from three industries and their marketing strategies including Digital Marketing/Advertising, Online Portal and E-commerce Industry in India.

It is mentionable that around 33% of total participants belong to top level of management hierarchy (Founder, CEO, VP, AVP, and Director etc.) and 54% belong to Mid-level management.

To download the complete report, please click here.

 

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The all new Pinterest inspired Gmail’s Promotion Tab

Yes, you read that right! Gmail is reportedly making changes under the hood to transform the traditional looking rows of emails, with a sweet looking grid of images. This change only comes for the Promotions Tab, and this is what Gmail has posted in it’s official blog:

“Promotional mail has a lot of images, from pictures of snazzy new shoes to photos of that rock-climbing gym you’ve been wanting to try. But right now, those images are buried inside your messages—and with only subject lines to go on, it can be a challenge to quickly pick out the deals and offers that interest you most. To help you find what you’re looking for faster, you can now sign up for a new field trial for Gmail that lets you view the Promotions tab in a more visual way.”

Just to give you an idea of what this means; the new promotional tab will look like this:

instead of the existing traditional view that looks like this: 

What this means for email marketers? Well for starters, this gives you the opportunity to use creativity to entice your customers with relevant visual cues that complement your subject lines. It also allows you to highlight your brand’s logo to add recognition and authenticity. Gmail also seems to allow you to specify what promotional image to show; else it picks up an image automatically from the mailer. Marketers should not only specify what image to show but actually try to personalize that image for every single user! The brand logo though seems to be pulled through the Google+ page, if you still don’t have one you might want to get it setup immediately.

Get in touch to explore what more you can do with Gmail’s new Primary Tab, Google+, your neighbor’s annoying pet, or any other aspects of your email marketing.

 

 

 

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