Tag: rtp

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 By the time the subscribers open the email, most of the emails are outdated and become irrelevant and obsolete.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 – 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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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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Cricket Fever with Kenscio’s Thermometer

Zillions of crazy Indian cricket fans were winding up their work in a Jiffy to cheer up their heroes, while we @ Kenscio were busy in developing a count-down timer in an e-mail communication to be sent by Star Sports (We call it Intimate Communication) which gives them a goose-bump with a ticking clock asking them to go home early.

With this they did not require their wife, husband, friends & families to give them a reminder. Along with Star Sports, Kenscio have done this task for them like one of their close acquaintances. We understand the urgency and we make it fine-tuned too.

With  an engaging content, Star Sports wanted their real heroes (Their consumers) to be well and advanced informed. Here is how Kenscio did the fulfillment:

Real Time Personalised Email

Real Time Personalised Email

 

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