Tag: Festive Season

Email Marketing: Stay One Step Ahead of Competitors

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You may have millions of customers to whom you’ve been sending communications over daily emails to effectively market your products and services. You may be spending big money on making your email communications work and stand out for your customers.

Have you ever wondered, that your customers are also subscribed to your ‘Competitors’ and are constantly being approached with better prices and discounts?

Imagine if you could know exactly what your competitors are doing with their email campaign, when they shoot out their campaigns, how many are landing in the inbox, which campaigns are running successfully, which products are being offered at what discounts and why the others fell short?

Such deep insights would really benefit your own email marketing campaign, wouldn’t you agree?

The impact these insights can have on your email marketing revenue cannot be overstated, thereby, making it imperative for marketers to invest in Competitive Intelligence Applications (CIA) to drive email marketing optimization.

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Some of the popular email marketing competitive tactics utilized are:

  1. Subscribing to competitor’s newsletters
  2. Analyst and Market Research Services
  3. Use tools that provide engagement and performance data of one’s competitor’s email marketing programs
  4. Participate in Industry associations
  5. Relying on Industry average benchmark reports
  6. Participate in Industry Conferences
  7. Using Secret Shoppers

Marketers are already spending millions in sending bulk emails daily. Thus, it makes sense to invest in Competitive Intelligence Tools, so as to not miss out on optimization opportunities and be left behind by competitors.

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Imagine if you had a tool that you could utilize to understand your email campaign inbox placement across different ISPs vis-à-vis your competitors, email sending frequency, segmentation strategies and its effect on inbox placement and open rates, use of offers & keywords, frequency in subject lines and the performance of your creatives vs competitors, in order to immediately understand various success metrics.

Competitive Intelligence Tools Can Help Ensure:

  • Your emails stand out against competitor’s, by attracting the customer’s attention in the inbox.
  • It tells which brands are also emailing your target audience and vying for their attention.
  • You can also get insights into the percentage of your email subscribers who also receive emails from your competitors.
  • The most active days of the week & time, when your target audience receives the most emails from your rivals
  • The latest offers, key events, partner campaigns, top performing domains etc. being used by competitors

Competitor Intelligence Tools Enable You To:

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  • Stay ahead of competitors
  • Recognize industry trends
  • Research what your competitors are doing in their messaging, creative and more…
  • Better yet, learn what is working for them!
  • Use the “Awesome Bar” research tool to find best practice brands and campaigns
  • Know the frequency of subject line words used and their effectiveness, by your brand and your competitors
  • Research what your competition is doing to leverage social change
  • Learn what new offers your competitors are testing
  • Know what the most competitive inbox days are
  • Understand competitive approaches to triggers, welcomes, etc.
  • Realize that tactical approaches can lead to the next big ideas

There’s no better way to beat your competitors in their own game than by knowing their game plan. Kenscio Digital enables its clients to gain competitive insights that keep them ahead!

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Email Marketing: Keep Your Customers Engaged This Festive Season

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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:

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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.

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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.

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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.

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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.

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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.

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

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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

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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

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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

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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?

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