Marketing Trends and Strategies in E-Mail Marketing
Posted in Marketing & Strategy Articles, Total Reads: 2132
, Published on 05 October 2014
‘It's not a matter of 'one email a day is fine, but two emails a day is too much.'
In the era of digital marketing, e-mail marketing strategy adopted by many marketers proved to be an asset for their companies in their marketing campaign having positive impact on their customers. However advertiser always faces dilemma of whether to send multiple emails or not to their customer in a day as they doesn’t want to endure the slings and arrows of customers’ ire by sending excessive mails in their inboxes. However the million dollar question is “Is sending multiple mails e-mails a day a marketing misstep?”
Sending several messages in a day doesn't need to be an advertising stumble. Actually, there are four circumstances when advertisers ought to build their email recurrence and additionally two circumstances for when to keep down.
Image Courtesy: freedigitalphotos.net, cooldesign
The marketers should focus sending more emails under following circumstances
- When target customers are in market: Advertisers ought to increase the frequency of email when consumers are prepared to purchase as reviving up the messages may keep potential clients from going to competitors. Subscriber alerts related to product, price fluctuations certainly help the digital marketer to retain & grow their market share. Moreover messages related to products may help persuade customers who are intrigued however undecided to carry out the purchase. According to Kramer marketers should focus on sending the right content to right set of customers or audience by utilizing the CRM for triggered email campaigns to ensure high rate of success.
- When target customers for e-mail marketing are segmented: The number of messages individual customers wants to receive varies. Dividing the customers in different segments can help marketers determine the frequency of emails best suited for specific customer groups. These customers can be segmented under various groups on the basis of different factors or criteria like the most popular one is e-mail open rates which is illustrated as:
I. Casual (accessed an email in the past six months);
II. Family (opened an email in the past three months or subscribed in the past two months)
III. Addicts (open nearly every email).
The segmentation of customers helps marketer especially for e-commerce companies to decide the e-mail threshold levels because e-mail campaigns do contribute substantially in the revenues of the business like in case of “Lisa Leonard Designs” a jewellery company where e-mail campaign contribution to revenues is 60-65% according to Alex Creswell who is the marketing supervisor of the company.
Determining each segment's threshold gives the brand confidence that it won't frustrate its addicts when emailing them more than once a day. If customers stop opening the company's emails, it knocks them down to a lower frequency segment. The Marketer involved in e-mail marketing should be able to identify and understand what their customers want from e-mail campaign as Creswell says “It's not a matter of ‘one email a day is fine, but two emails a day is too much,” what really important is that enterprises and advertisers should know their customers
- During festivals: It’s been observed that large number of customers celebrate festivals like Diwali , Christmas etc by dropping heaps of cash amid the occasions. Advertisers partake in the celebrations & cash in on the costumers’ festive mood & holiday cheers by dropping several mails throughout the span of each of those days. These e-mailing is done strategically during four key shopping times: prior to work, prior to lunch , ahead of consumers leaving work and after supper with early morning and post-supper send offs being most paramount.
- When companies are Leveraging Scarcity : Marketers usually increases the frequency of mails after the businesses announces a sale on particular products or category so as to tap into the sense of urgency among customers by sending follow up like “sale extended” , “limited period offer” or “last chance” mail messages as part of their e-mail marketing strategy.
The marketers should restrain themselves from sending more emails:
- When customers are making big-ticket purchases: Certain buying from consumers like purchasing of flats or automobiles like cars involves significant amount of consideration on customer’s part hence companies should refrain themselves from bombarding their customers with several e-mails a day as this may have a negative impact on them as a result opt-out rate increases and business will lose prospective customers. Thus according to Nuxoll a internet manager of car dealer company businesses dealing in these kinds of product should give their customers a breathing room by sending them fewer mails as part of e-mail marketing.
- When customers aren't receiving emails: The marketers should not do e-mailing to those customers if they are not getting the messages as there is no point in doing that as it will waste time and resources of the company. Moreover the advertisers should regularly update their e-mail database used for e-mail marketing by keeping the list clean and current. This can also be done by using softwares or services like many intelligent businesses do.
This article has been authored by ANKIT VERMA & ANU KAUSHIK from BHARATI VIDYAPEETH INSTITUTE OF MANAGEMENT AND RESEARCH NEW DELHI
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