Tag: real-time marketing

Immortal Emails for long-lasting customer Engagement

How to make Emails Immortal?

Have you even wondered if it is possible to make a promotional mailer informative enough to such an extent that the subscribers can simply check the Email/Inbox to check a latest hourly deal/offer rather than visiting the website? Being contextual to subscribers for a long duration (if not forever) is no more an impossibility.

And most of the email marketers send emails every day with different content without knowing whether the subscribers are really reading the emails. By the time the subscribers open the email, most of the emails are outdated and become irrelevant and obsolete. Most of the time content doesn’t provide any meaningful information to them. Sometimes, thereafter, it’s just a matter of a single click to stop further communication (unsubscribe).

the-contextual-inbox

How a brand delivers a seamless experience to subscribers through real-time updated email communications is a matter of great importance to email marketers. While Social Media, Web and Mobile based technologies have innovatively developed real-time content delivery and integration features, email communication often fall flat as far as contextual communication is concerned. Putting it simply, for an example, is it possible to send an email to your subscribers containing real-time Foreign Exchange rates/currency rates that represent actual value based on the time a subscriber opens the email?

The answer is ‘Yes’. Interestingly, it can be done in the email forever. If the email is opened exactly on this date of the year 2017, the value will be the exact rate prevailing in this time of the year 2017. Such emails are Immortal.

Kenscio developed this innovative email marketing solution based on the years of experience and wisdom garnered from servicing of 100 (+) clients across the globe. Some of their clients like Axis Securities, have taken their mortal campaigns to almost being immortal.

If you look at their emails, you will find the mailers providing real-time tips on how to invest in the volatile stock market that keeps changing every second in a day. Axis Direct emailers are immortal for the subscribers providing the content that are most relevant, Sensex indices, up-to-date market news, which stocks to watch, what are the new stock gainers/losers etc. Thus, the investors always have the latest information in the inbox. Even if you open the emailers sent one-month back today, the content will be valid at this point of time.

The dynamic email marketing solution pulls in information various sources like website, back-end CRM, ERP platforms, social streaming, RSS Feed, News Feed etc. and you can compute a lot of stuffs and show it through emails making them dynamic. As the complete process it automated, one needn’t invest too much time on creating the mailer, testing it, putting the right content, proofing, sending it across etc. and saving tons of a time. Marketers can now more focus on how to get the right stuffs in front of customers and help them better strategizing and helping the customers in getting what they need and not just about content gathering, building and communicating.

Such innovative solutions for marketers put them in a different league compared to the marketers sending mortal emails which dry up every day. Give the subscribers an opportunity to see what is in this dynamic world by directly reaching out to them with real-time information content, fresh messaged for every open.  Give them an opportunity whereas they can see an email in real-time and provide engagement elements that are as fresh as these are the social media and websites.

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The Curious Case of Digital Queues!!

The Curious Case of Digital Queues!!

The Curious Case of Digital Queues!!

 

It was the day of 5 August 1960, a movie called “Mughal e Azam” hit the screens.

It was released and became the reason for widespread frenzy across India. The day before bookings for the film opened, a reported crowd of 1,00,000 gathered outside the Maratha Mandir to buy tickets. Most expensive tickets at that time, were sold for ₹ 100 compared to the usual price of ₹ 1.5 per ticket. Bookings experienced major chaos, to the extent that police intervention was required. It was reported that people would wait in queues for four to five days, and would be supplied food from home through family members. Eventually, Maratha Mandir closed the bookings for three weeks.

We have seen the similar craze for various legends starting from comedian Charlie Chaplin internationally to Indian movie stars like Showman Raj Kapoor to Amitabh Bachchan of 70s when people use to keep standing in queues for catching their shows. Recently DDLJ has completed 1000 weeks in Marathi Kala Mandir.

Gone are the days of such rare blockbusters.

Now the term “blockbuster” itself has been commoditized by media not just in India but across the globe. Every comic-superhero movie with its huge budgets of marketing is termed as a blockbuster. Different analysts are utilizing different criteria to conclude this feat.

The lifestyle of this multinational generation is very dynamic. People are always in motion and don’t have time to spend three four days waiting for a movie. Poor species have only weekends to take their loved ones for the entertainment and leisure.

Even this multiplex going Gen X has many reasons to throng the theaters to catch the movie shows. The rules of the game have been changed since the last decade or so. The first week of the movie is enough to decide the fate of the movie. So there has been a transition from physical queues to the digital queues these days.

The maxim “No second chance for the first impression” holds true to describe the cinema of today

And movie critics’ columns and Internet discussion of movie buffs are agile enough to create the spoiler alerts for your weekend hangouts in every nook and corner of your digital touchpoints – Facebook, Twitter, Blogs, and News columns.

So we see the same Houseful frenzy nowadays in the initial days of movie screenings. And the E-commerce boom and e-ticketing players like BookMyShow.com has made the task of movie buffs a bit easier to handle these digital queues conveniently.

But still due to the extreme dynamism of the people, the void is there in information dissemination to the customer through direct marketing channels. People are not able to pick their favorite events and movie shows as they tend to forget the dates and timings.

Quite recently, BookMyShow.com employed quite an innovation in their digital direct marketing- RealTime Personalisation in Email. They had a series of Email campaign reminders send-outs to their registered active cinema-goers for their Wednesday cinema offer live countdown timer & PeeKay Movie campaign where they showed live seats availability for the suitable show timings within the E-mail based on user’s favourite cinema halls and past purchase history.

(Please see the BookMyShow.com –Live seats availability #Peekay campaign video https://www.youtube.com/watch?v=6b8sQaWltrQ )

The Real-time Personalisation actually enabled the dynamic content within the email based on time, device & past user-data of user at the time of open. With a use of real-time countdown timer for the said event, there is a sense of urgency which helps user in their decision making.

This has never been done on the Indian soil before, or the whole of Asia for that matter. Now the E-commerce and Online ticketing industry is quickly paying attention to this new trend. Anyways, customers and movie-goers are finally getting much-awaited value in their online ticketing experience.

So what you’re planning to do this weekend? Don’t worry real-time info is at your disposal to help you get pass the digital queue !!

(Contributed by: Mr. Gaurav Tyagi, Senior Manager- Business Development, Kenscio Digital)

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Inbox by Gmail: 6 implicit facts for Marketers

Inbox by Gmail

Inbox by Gmail

 

 

 

 

 

 

 

 

“It’s a better way to get back to what matters… ” (Official Blog, Google)

An Explicitly correct statement that reflects what Inbox by Gmail is intended to impart to the users. But, what are the implicit rationales for marketers?

“The Inbox that works for you” essentially points towards the horizon where Email marketing is heading to. After the recent introduction of Grid view of Gmail promotion tab, this new development re-emphasizes the need of redevising the strategy that facilitates the way your brands talk to customers.

A snapshot of the new features:

Bundle of Emails: That’s how it sounds, it’s more about “Segmentation” of the huge number of Emails on the basis of certain selected criteria such as promos, Purchases, Trips etc. So, this is more about segmenting the emails based on actionable points (promos), undergoing actions (Purchases/delivery status) and custom actions-as labelled by users.

Important Highlights: It highlights important “Updates” from Emails such as delivery status, flight status etc. without having to open the mail. It is the Real-time feature of the Email.

Reminder: You will be able set your priorities by having a reminder in your inbox so as to avoid missing them out in the stipulated time. It will also provide required information for the same. For example, if you plan to have your dinner in a nearby restaurant, you can keep it as reminder in Inbox. It will also tell you whether it is open at any point of time. Once you book your seat online, you will also see a locational map of the restaurant in your confirmation mail.

Snooze your messages and reminders: This will facilitate in setting up your priorities to a later time or location. It will highlight your message as reminder at the stop in the assigned time.

And here are 6 Implicit Facts:

1)      Contextual: All emails are not equally important, so Gmail intends to help users in automated ways. Contextual marketing is becoming more and more important for a successful Email Marketing program.

2)      Urgency: In a fast moving world, marketers have to address the time factor associated with any live promotion/campaign. Catch the attention of your consumers before time expires.

3)      Priority: Amidst hundreds of tasks, actions awaiting user’s attention the inbox, Emails will now get prioritised as per the user. Thriving to get maximum priority through well-strategized email marketing effort will be the trigger to success.

4)      Real-time Marketing: This one is interesting and perhaps, the most significant aspect of Inbox. Live information feed from external resources such as external websites, data-base etc. implies arrival of live, fresh and dynamic features in Email marketing. Future marketing communications will happen on the fly.

5)      Perfect Content: Email automation is becoming more and more important. In fact, these new features of Inbox will ask for new Email Content Mechanism. Google is yet to reveal any specifications (if there is, at all) to remain contextual with well-developed HTML content.

6)      Success Matrix: If the inbox itself reveals much of the information about the Email through Subject Lines/thumbnails, what will define the success rate? For example, if an E-commerce company runs a time bound campaign, subscribers will be able to see it on priority, or can snooze it for later. In that case, what will be the success matrix? One thing is for sure, open rate will be affected and would require additional information to assess the performance. After all, the inbox itself will reveal most of the important information for contextual mails.

Connect with us and explore in-depth about how Email Innovations are delivering excellence through real-time Email Marketing and Contextual Marketing.

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Real-time Email Marketing: Weather based Customization

(Specified Location: London, United Kingdom)

This is the exact replica of a “weather update” panel placed in a RTP Email. It enables your Email Marketing effort to bring on more contexts as per the geography and weather condition of the location where the email is being read.

The intention is clear and straight. If you are offering weather based deals to your customers, no need to worry about losing relevancy by sending an offer on a Raincoat to your customer facing extreme summer heat while making an offer on air cooler to another customer drenched in incessant rainfall.

There is an added sense of “proximity” that a reader can feel with your brand while he reads your mail. The customer/subscriber can easily surmise the weather condition by simply looking out of the window, we don’t need to inform that. But it’s all about activating the neurological response to your email by intuition, unconsciousness or effortless action. The second stage of such Neuromarketing process is deliberate action, we simply call it a qualified lead. But, as you can see, the weather feed strategically placed at the top of this article has made you read the article till this point. A valid claim, isn’t it?

So, next time you perform an email campaign that has something to do with a weather condition of any geography, say, invitation for a corporate event, place this weather feed that can also forecast the weather for next 6 days of the opening day/time of an Email.

Uniqueness:

  1. Real-time weather update
  2. Forecasting up to next 6 days
  3. Multiple formats are available, say, showing only single day weather format (showing weather condition of only the day when the Email is opened)
  4. The weather condition is captured on the basis of the exact time an Email is opened, not the time of sending. So, no scope of losing relevancy at any point of time.

RTP Enthusiasts who have used it:

Ecommerce Company (Weather based deals)

Large ESP based in Germany (Event Invitation)

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

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