Despite the irreversible damage of spamming, emailing remains a very competitive on-line direct marketing tool: immediate savings Belize Phone Numbers List compared to traditional MD, speed of implementation and interactivity, quantifiable results, personalization and the possibility of testing and adjust campaigns in real time. Recent studies show receptive Internet and mobile users and interesting conversion rates. Data, which has become one of the major marketing topics, is obviously a central element in building a relationship program.Poor management of its customer database has damaging effects on the performance of emailing The Return Path Sender Score 2012 barometer carried out on the basis of a study of 130 million IP addresses responsible for sending 20,000 billion emails shows that more than 85% of messages are classified by ISPs as unwanted as of their reception!
Efficient in acquisition and retention, subject to fine segmentation and targeting
Emailing is used to acquire prospects, inform contacts, retain them, and revive privileged customers. This results in information newsletters, promotional emails intended to generate a first purchase and to qualify prospects by identifying their needs and areas of interest, loyalty emails with promotional content personalized according to the profile or behavior of customers. , satisfaction surveys or invitations. Lastminute acquisition campaign, M6 Boutique loyalty campaign, Musicandfilm Privilege campaign (Segmentation by customer type), Yves Rocher campaign addressed to customers who have not purchased for a certain time (Segmentation by customer behavior), campaign Symantec cross-selling (Segmentation by purchasing behavior)
Efficient In Acquisition And Retention, Subject To Fine Segmentation And Targeting
According to Return Path, the reputation of shippers across the world and across industries is primarily affected by: The proportion of unknown users or inactive email addresses The volume of complaints (when a subscriber reports a message as spam) The number of spam traps (email addresses specially configured by ISPs to detect spammers Globally, North American shippers claim the best reputation scores (67 on average on a scale where 100 is the best score). The EmEA (Europe, Middle East and Africa), APAC (Asia-Pacific) and CALA (Central and South America) zones are much worse off with respective averages of 22, 20 and 18. email senders to register for free and access detailed reports on the factors that impact and determine their reputation,The recommendation is therefore to collect valid and “clean” data within its subscriber base, monitor unsuccessful sendings, remove unknown users and implement a win-back strategy for inactive subscribers.
Social networking sites represent the area where the most remains to be done to raise the bar with, on average, no less than 20 spam traps per IP address and an unknown user rate of over 5%. The e-Commerce and banking sectors, for their part, have complaint rates of around 2.96% and 3.16%. It should be remembered that senders must maintain a complaint rate less than or equal to 0.1% to avoid any negative impact on the delivery of their messages to the inbox. Since mailing lists maintained by businesses inevitably contain unknown users, ISPs only block senders if their unknown user rate reaches 5-10%. However, it is preferable to keep this rate less than or equal to 2%. www.senderscore.org allows
Poor Management Of Its Customer Database Has Damaging Effects On The Performance Of Emailings
Internet users are always receptive to emailings 61% of Internet users have had an address for 5 years or more. The multi-ownership of email addresses is developing more and more among Internet users: 15% have 4 addresses or more against 10% in 2010. 91% of Internet users consult their main mailbox at least once a day and 61% their mailbox secondary. 57% manage their purchases through their main email address and 36% to access social networks. 50% of Internet users communicate their main address for loyalty operations. The second address is reserved for the reception of conquest operations.
Reading the figures of the EMA 2012 study confirms what I wrote above: emailing is always effective in building loyalty. This communication system is popular with Internet users to follow the activity of a brand and to buy off-line or on-line. Email generates sales on websites (48% of Internet users) and in stores (17%). 89% keep an interesting email in their inbox, 20% forward it by email (down 8 points vs. 2011) and 10% share it on social networks (4% in 2011) Promotions and curiosity are the main reasons for accepting newsletters. Email therefore has a strong prescription power on the Internet and on other channels such as social networks. It is therefore necessary to adapt its datamarts to the multiplication of email addresses, to manage marketing pressure so as not to risk rejection, to distinguish between winning and loyalty operations depending on the nature of the email address and to measure the returns not only online (responsiveness rate, etc.) but also in-store (thanks to promo codes, reduction coupons, etc.).