Tag: india

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.

Share

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!

 

Share

Kenscio expands its clientele base in India

Kenscio Digital Marketing Pvt Ltd, a digital direct marketing company, today announced leading names like HDFC Life, Pearson Group and Intuit as its new clients, among others. With a world class technology platform and in depth expertise in digital direct marketing solutions and analytics, Kenscio’s clientele now covers India’s leading companies across sectors. Since its inception four years ago, Kenscio has increasingly proven its exponential growth and potential in the digital direct marketing segment and is keen on foraying into the financial sector as a part of its strategy.

Manjunatha K.G, Co-founder and CEO, Kenscio Digital, said, “Having names like HDFC, Pearson Group and Intuitas as our clients is a part of Kenscio’s growth strategy plan which make us stronger in the market as well. This reflects our thriving business and financial performance y-o-y”.

Saurav Patnaik, Co-founder & Vice President, Marketing, Kenscio Digital, added, “Kenscio today provides best-in-class products, solutions and expertise needed to create a successful multi-channel marketing campaign and segmentation strategy that connects strongly with your consumers. With the help of our stronger presence and expanding teams, we are getting the best talent on board in terms of strategists, retailists, etc, to provide support to customers across India.”

About Kenscio:

Founded in early 2009 by digital marketing experts, Manjunatha K G, Ragy Thomas, Saurav Patnaik and Sunny Saxena, Kenscio is among India’s early pioneering companies providing digital direct marketing solutions and services. With a combination of a world-class multi-channel marketing platform and in-depth expertise and experience in digital marketing, Kenscio is uniquely positioned within the broader digital marketing space in India today. It is among the few players to effectively plan, develop, manage and execute digital one-to-one communication campaigns for a large number of reputed brands in the BFSI, retail, ecommerce, media and NGO sectors in India.

Share

Have you heard about Domain-based Message Authentication, Reporting, and Conformance (DMARC)?

Have you heard about DMARC?

Last week, a group of some of the largest email service providers (Gmail, Yahoo, AOL), together with organizations like Facebook and Paypal, jointly announced the release of a new method of email authentication. The new standard, called DMARC, is a way for email senders and receivers to better work together to increase email security by protecting email recipients from malicious phishing attacks and domain spoofing.

How does it work?

Essentially, email senders can now publish a DMARC record that indicates

1. which authentication tests they have in place (i.e. DKIM, SPF) and

2. what action the email service provider should undertake when an incoming email fails these tests (i.e. spam folder or outright rejection).

This provides the mailbox provider with greater certainty about the origin and identity of messages, thus taking the guesswork out of filtering incoming email. The mailbox provider sends a report back to the email sender containing information about all incoming emails claiming to be from that sender, and whether or not they were actually delivered to recipients.

What are the implications for Kenscio clients?

There are no immediate consequences for clients who do not yet have a DMARC record in place. However, given the size and importance of the players involved in the development of this standard (Gmail! Facebook!), its consequences on the email industry are likely to be of growing importance.

The new standard provides many clear benefits, especially for Kenscio clients where data security is a high priority, such as banks. However, in effect any company can benefit from publishing a DMARC record, if for no other reason than to receive the DMARC reports, which provide visibility and information about a domain’s email and any potential authentication issues.

We are currently beta-testing this with selected client systems, to get a better understanding about the impact this has. Also note, there are some circumstances in which it will not be possible to support DMARC (multi-domain systems, in some cases personalized from-addresses).

What is DMARC?

DMARC stands for Domain-based Message Authentication, Reporting, and Conformance. DMARC is a new  technical specification that was created in order to help reduce email abuse, especially Phishing attacks. DMARC standardizes how email receivers perform email authentication using the existing SPF and DKIM mechanisms.

When a sender publishes a DMARC policy, the sender clearly indicates to the mailbox provider whether the sender’s emails are protected by SPF and/or DKIM. The sender also specifically tells the mailbox provider what to do if an incoming email fails the SPF and DKIM authentication tests – i.e.  block the message or divert it to the spam folder. The mailbox provider  no longer has to guess how to respond to incoming mail that fails authentication tests, because DMARC clearly tells the mailbox provider  how to handle such messages. Furthermore, the mailbox provider can report back to the email sender about whether incoming emails pass or fail the evaluation process.

As a result of DMARC, email senders will experience consistent authentication results for their messages at AOL, Gmail, Hotmail, Yahoo! and any other email receiver implementing DMARC.

How does it work?

DMARC

A DMARC policy for a particular sender is published in the DNS as text (TXT) resource records (RR).

When the mailbox provider receives an incoming mail, it checks the results of the SPF and DKIM tests. It also accesses the DMARC policy for that sender. This policy defines what an email receiver should do with incoming mail when that mail does not pass the SPF and DKIM tests.

If the mailbox provider  determines that the results of the SPF and DKIM authentication tests do not correspond to the standards of the published DMARC, it either rejects the incoming message or categorize it as spam, depending on the instructions of the sender as defined in the DMARC. In DMARC terms, this is referred to as a “non-aligned” email.

The mailbox provider reports back to the email sender about all non-aligned incoming emails.

Important Information

DMARC focuses its analysis on the domain in the “from address”. This identifier is used in conjunction with the results of the underlying authentication technologies (at the moment SPF and DKIM).

The most critical factor is that the domain used for DKIM and SPF must have the same “organisation domain” as the domain in the “from address”.

With DMARC, there is essentially no difference between an email signed with the wrong DKIM and an email with no DKIM signature! (For more information on DKIM, please see DKIM signature).

Using DMARC: Set-up steps

If you are interested in creating and publishing a DMARC policy for your Kenscio’s eC-m system, please contact your Kenscio representative. The DMARC policy for your system will be created together with our team of dedicated, in-house deliverability experts.

The basic steps for setting up a DMARC process for your system are:

1. It is first necessary to have DKIM and/or SPF policies in place!
2. Publish a DMARC record indicating which policies you use and requesting reports from mailbox provider.
3. Analyze the data and modify your mail streams as appropriate.
4. Gradually modify your DMARC policy flags from “monitor” to “quarantine” to “reject” to improve control.

Share

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.

Share

India ranks 3rd after China and US in Internet Population. 10% of the Indians Now have Internet Access

India Ranks 3rd after China and US with 121 million users according to a article in The Economics Times.  By the end of 2011, one in every 10 Indians will be an internet user, making the country with 1.2 billion population, the third largest internet market in the world after China and the United States.

India is adding internet users at the rate of 5 to 7 million users a month and at the current pace, will surpass the US, which has 245 million users in less than two years.

The profile of users is showing the internet is making deep inroads into small towns and among the less affluent.  There are now more internet users in towns with a population of less than 500,000 than in the top eight metros put together.

The internet explosion is rapidly opening up markets for online businesses, consumers and retailers.

Email is the top most activity of Urban internet users followed by Social Network and Education.  Music, etc. is the top most activity of Music Nets Rural Users, followed by Email and General info.

Here is an infographic of the Indian Internet users.

Share

Copyright © 2017 Kenscio Blog. All rights reserved.
iDream theme by Templates Next | Powered by WordPress