Digital Marketing

Growth Hacking Techniques to accelerate conversion rate in 2017

growth hacking techniques 2017

As the startup era got matured to its new phases, we got chances to hear so many new terminologies around technology and marketing. Growth hacking and growth marketing are two such terminologies that come under the new-gen startup namings. Today, the term – growth hacking, has become a surgical precision in digital marketing.

Though growth hacking has been taken to the mainstream by the geeky growth hackers, the awareness on the same is still in infancy. So, I thought to give a quick brief on growth hacking and its techniques every marketer and business can explore to leveraging their conversion rate in 2017.

What is growth hacking all about?

Growth hacking is a startup inventory which makes use of both conventional and radical marketing experiments by which the marketer can figure out the most effective and efficient marketing strategies across marketing channels and product development that lead the business to accelerated growth. Not just the marketers are growth hackers. It could be engineers and product managers along with the marketers of a company that focus on building and driving the client base.

Now let’s go through the efficient growth hacking techniques.

Marketing Automation

With a growing database than ever, the complexity of data management will be complex in the coming days. Meantime, marketers wouldn’t be able to handle things even they spend 24-manual-hours before the system. Even if the manual hours could wind up the work with the limited resources, there is a huge possibility for errors in the processes. There we need to switch to an automated system where you can trigger automated emails when a user signs up for newsletters, creates an account on a web platform etc. This is just a couple of use cases and there is a cluster of possibilities which can be set upon the requirement of each user. SMS, Web pushes, Push notifications, and Product recommendations are all associated with it.

Mobile First

Out of 3.5 billion internet users worldwide, 2.1 billion people are browsing from smartphones, which shows how much mobile phone is ahead, and how fast it’s monetizing the activities. A few months back Google started supporting Gmail with responsive email design, which is an addition to their Accelerated Mobile Pages Project, and mobile-friendly search update. When an internet giant like Google takes mobile things upfront, and when all the data mentioned here shows a clear picture that mobile marketing is the future of trade; all we can do is nothing but explore its possibilities.

Augmented reality

We saw over 100 million downloads for Pokemon Go on Google Play in the very first month it released in 2016. In addition to it, Google launched its virtual reality platform, Daydream, by which Google wants it to be the Android of VR games and apps. As more things are yet to happen in virtual reality and augmented reality, we can expect more possibilities of marketing around them. Also, the acceptance users showed to the VR and AR experiments and updates give a lot of confidence to the makers under the hood.

Personalization

Personalized contents are always welcomed by leads and customers. Rather than pitching ‘Hey Patron’, ‘Hey first name’ would yield more conversion to the funnel. We already have been seeing this practice in email and SMS campaigns. And this will be carried forward to the web push notifications, push notification, and other popups. Addressing the user based on his/her geo-location and redirecting him to particular landing page based on the location is a killer use case.

Social Media

Just like in 2016, social media continues its exceptional capabilities in remarketing. Last year, iCubesPro launched a powerful Facebook remarketing tool which helps marketers to link email campaigns with Facebook. That is the tool acts as a bridge between email campaign and Facebook advert, by which email openers, non-openers, and clickers will be retargeted on Facebook using the same email id applied in the email campaign.

Well, the year 2017 will hopefully get us more interesting marketing tools to be explored across social channels so that marketers can hook their potential leads proactively and effortlessly.

Popups

According to emarketer, the average retail e-commerce site visit duration worldwide is just 9.4 minutes in Q1 2016, which clearly shows that people spend only a lesser time on e-commerce websites. The story is no different with hospitality, and other B2C online portals. In such a scenario, popups can be a great conversion driver for businesses. Web push notification, Push notification, Exit intent popup etc. are the major driving tools in the listing.

web push notification free trail

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Email Marketing

Best practices you can’t pretermit to improve email deliverability

email-deliverability-3

The epic question: Are emails delivered to your subscribers’ inbox?

An email campaign is all relied on deliverability. What business if no email is delivered! Provided with pre-set filtered systems built by the mailbox and Internet service providers, ensuring high email deliverability right to the inbox is harder and to the primary box of Gmail is even harder. I have seen a lot of accounts’ emails are not getting placed in the primary box and not even in the inbox, but straight into the junk or spam box, which help senders to get no attention of the customer.
In a long run, we at iCubesPro have been researching, experimenting, and adapting many metrics to responsibly place the email in the inbox. When it comes to email marketing, deliverability is a major factor in every campaign. Remember unless it’s a one-to-one conversation, primary or inbox deliverability hardly happens. And what all metrics should be taken at first place to make sure all your emails are placed in the inbox?

Before jumping into the technical phraseologies, let’s put the basics upfront in layman’s language so that even a beginner can find this write-up very helpful.

Imagine if your friend or relative comes into your house with or without prior notice, what would you do? You would definitely welcome him/her. Because you know him/her. This is what exactly happening in a one-to-one email conversation. The ISPs identifies that such conversations are personal and place them in the inbox.

And what would be the story if a burglar or a stranger makes into your house? You would definitely defend him/her, request other’s help or even call the police to toss that person away. This makes a user report spam or junk when he/she receives an email which he/she didn’t subscribe.

No one wants to risk privacy in the cyber world. Data is deeply personal and should be treated following all the rules or you can not only end up behind bars but also your emails can get reported as spams helping your platform bad reputation. Let’s disclose further best practices to improve email deliverability in the following:

Accurate Authentication

If you’re serious about email marketing, you ought to run world class campaigns supported by accurate authentications which ensure robust infrastructure to email infrastructure. This just works like an unbreakable foundation of a building! Following are the prime authentications you need to think about then:

SPF (Sender Policy Framework)
Reverse DNS (Reverse Domain Name System)
DKIM (DomainKeys Identified Mail)
DMARC (Domain-based Message Authentication, Reporting and Conformance)

Good list acquisition

Once you are done with uncompromised email infrastructure, you need to focus on collecting the right potentials leads. Sales guys may approach you with bulk database as sales happen in streets where you can bargain and get products of low quality. The story is same here. You are never going to get the right, useful data from this illegitimate database, but a great opportunity to build bad reputation from the baby stage.

And you know why you go to branded shops and pay high price for the products you like. In the same way, you need to work hard and invest few bucks on cultivating potential leads. Of course, it does take time but will power your campaigns in a long run.

Why double opt-in?
You should always promote double opt-in to drive in the budding customers. If not double opt-in, spammers can input the attributes of unrelated people, which will lead them to receive unwanted newsletters and stories, which will hopefully compel them to mark report spam against your emails.

So deploying double opt-in will make sure the subscriber receives a confirmation link to his/her email address given while signing up the subscription form. The email address will only be considered once the user clicks the confirmation link.

Dedicated IP Address

Dedicated IP allows you to push emails for that one particular account. With a dedicated IP, proper warm-up processes, and great infrastructure, anyone can build resistant reputation. Since dedicated IP allows you to send emails for a single account, you won’t be affected by the bad practices created by other accounts what probably can happen with a shared IP address.

Domain and Email Address

You can take three calls here, to go either with the corporate domain (your website URL, say mail@xyz.com), with any domain matching with your website URL (mail@mailerxyz.com), or with both corporate domain and matching domain. The first two calls have their own merits and demerits, so the best practice is considered to go with the third call.

For instance, ISPs always love 2-way communication just like the man-woman relationship. If there is no 2-way love, the court sanctions divorce. In the same way, there is a strong intervention of ISPs. So pushing triggered emails, when visitors sign-up for newsletters or register an account, would be great to go with corporate domains (mail@xyz.com). Because 2-way communication happens here. However, in the scenario of promotional emails, it’s precisely one-way communication, and there you can’t try your luck pushing bulk emails using corporate domain.

Don’t get perplexed. Let’s make it simple. Building sending reputation is like schooling. Suppose, if you are planning to study to Post Graduation, you need to start from the basic KG levels, write exams, pass them, and move to the next class. In the case of triggered messages using corporate domain, you don’t have to start from KG but can start straight from the 5th grade since ISPs like two-way communications. Still, you can’t take the risk to send bulk emails from corporate domain. But, you can push emails by moderately increasing the count day by day. Say, if 1000 is the number of emails pushed on day one, you can push 2000 on day 2 and so on completely relying on the reliability of the infrastructure your deliverability team has built. However, it will take time especially if you have millions of subscribers.

There you can try the second call, matching domain (mail@emailxyz.com). Though you need to start from the KG level, you can experiment by sending 50,000 emails at the first push and then even 100,000 at the second time. If anything happens in a bad way, it hurts only the matching secondary domain, not the corporate primary domain.

Keep subscribers engaged

Always make sure that your subscribers would like to engage with your emails. To keep them engaged, you need to do the following metrics:
– Catchy subject like to open the email.
– Creative design and content that could bring curiosity, and give information.
– Always try to keep minimal content in the emailer which can be highly clickable.
– Landing page, connects well the email content, that the subscriber is redirected to.
– Resend the same email with different subject line to non-openers.
– Focus on a single thread rather than multiple cases in an email.

metrics-to-boost-sender-reputation-email-deliverability

Wrapping up

Email deliverability is like an abundant sea. There are no acknowledged sets of rules to be followed except few basic methods which are explained above. All the metrics taken and implemented around email deliverability is on certain logic. It’s a like a war, any unpredictable issue can occur at any time. And only a highly proficient expert team like iCubesPro can handle such situation and find the right solution for that pitfall.

If you search on Google you may not find the exact solution for your hindrance. The above mentioned metrics are most of the basic measurements everyone ensures when they start or keep sending emails. However, there are a lot more metrics, and tricks, left in the trunk, which are only known to email deliverability experts, that can even fool and betray ISPs to get placed right in the inbox.

email-deliverability-2

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Social Media

Creating Paradigm Shifts in Email Remarketing! Ever imagined 5 Fold revenue uplift from your existing customer base?

facebook retargeting

Customer interaction has always been a spinal process in customer acquisition program. Enterprises try to keep in touch with their customers or potential leads in a way or through all possible manners. Being an irreplaceable Email service partner at first place, iCubesPro has been assisting hundreds of tier 1 B2C giants to pushing billions of emails to their subscribers.

And we always help our clients to ensure higher conversion with best practices that are associated with email marketing. Facebook Retargeting is one such a practise that helps convert subscribers into customers.

What is iCubesPro Facebook Retargeting?
Beyond the limited and pre-set Facebook Retargeting features, iCubesPro has developed a tool that works like a bridge between email platform and Facebook synchronising email subscribers’ data over a particular (as per client’s convenience) period of time.

Shedding more insights
To be precise and coming to the layman’s language, Facebook allows you to remarket on their platform – advert, with the inbuilt filters, and also, one can customize the target audience on advert. Here we are going to explore the custom audience filter in which we can upload the email database. Either you can use your whole email database and match the audience who are available on Facebook or use the database employed in the email campaign to target openers, non-openers, and clickers segment-wise for a higher conversion rate.

How it works?
What happens with iCubesPro’s Facebook Retargeting capability is it automatically synchronises database on iCubesPro’s email platform with Facebook. Let’s go segment by segment and make it even simpler.

how-it-works

Email Non-openers
If Customer A is in the segment non-openers, he/she will see the ad set for non-openers when he/she comes on Facebook.

fb-retargeting

Email Openers
If the same Customer A opens the email, he/she will automatically be pooled into the openers segment and will see the ad set for openers, and will no longer get the ad for non-openers.

fb-retargeting-openers

Email Clickers
Likewise, clickers are the other segment you can create to target the subscribers who open and click the email. If Customer A opens the email and clicks on the creative, he/she will be targeted with the ad set for clickers.

fb-retargeting-clickers

All you have to do is just get the initial set-up done on iCubesPro.

Looking to proactively improve your conversion rate? Make the most with iCubesPro Facebook Retargeting. Get started now!

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SMS Marketing

Reach out to unengaged customers with iCubesPro’s comprehensive SMS platform!

sms

Compared to 3.5 billion internet users worldwide, 4.6 billion people use mobile phones. And out of 4.6 billion mobile phone users, only 2.1 billion people are using smartphone, which clearly calls out how weighty the offline mobile marketing is apart from the digital marketing that works only with the access to internet connectivity.

The above statistics transparently shows out enterprises are losing more than half of their business opportunities if they are stuck with just digital marketing. Well, imagine if you could go up with a result-driven tool that could drastically fluctuate your conversion rate, how would have been things at first place?

Realising the above real aspects we came to realise it’s high-time to assist businesses with a comprehensive SMS Marketing tool to reach out the potential prospects who neither engage in the digital marketing campaigns nor use smartphone.

Highlights
  • SMS triggers based on user behaviour.
  • API integration to run simpler and more accurate campaigns.
  • Custom Sender ID to stand out and promote your brand.
  • Advanced analytics to know the campaign report in details.
  • Personalized messages for every targeted lead.
    Even more…
Why SMS Marketing?

Higher open rate
SMS has an open rate around 98% which certainly stand-out even from the modern marketing platforms.

Quick response
SMSs are responded fast. It takes only 15 minutes to open or respond to the 43% of SMSs sent.

Huge network
Out of 7.4 billion people in the world, 4.6 billion have mobile phone. So just reckon how huge the impression of this mammoth network is.

Short and precise
Since SMS is limited to 160 characters, marketers spell out only the catchy short keywords that easily register prospect’s intellect.

Backbone of B2C
Obviously, one of the most authoritative marketing tools especially when it comes to a communication between vendor and customer.

emailsmstriggered-messaging

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Email Marketing

Do you want to have an Obituary to your email programs very soon?

customer-acquisition-offer

Many a time email marketers turn a deaf ear when we ask them to pay greater attention on their email list acquisition processes and practices. In the month of August 2016, many of them ended up paying a hefty price by simply not able to send any email on their infrastructures. Sadly many Email Service Providers too burned their fingers in the ordeal.

The sequence started as follows; some cyber criminals used Bots to massive sign-ups through open and poorly secured web-signup forms. Obviously these emails got added to the mailing lists of many email marketers and potentially have done greater damage to those companies who simply accept all emails added to their subscription form without any form of verification or confirmation. Sadly the target was very malicious even the companies who follow COI (Confirmed Opt In) were not spared as the quantum of confirmation requests generated itself was sufficient enough to damage the reputation.

email customer aquisition program

Spamhaus, one of the major blacklist and spam source monitoring agencies reports “It is interesting and concerning that the attacks were not all composed of list subscription responses; half consisted of account sign-ups at WordPress sites, so the emails were also seemingly legitimate, as they contained the new account credentials. This means the onus of stopping this kind of attack is not only on ESPs or mailing list owners. It is on everyone that has any sort of web-based signup that results in an email being sent: somebody clearly spent a great deal of time assembling URLs of mailing lists, and of account sign up pages, and has written a script to submit addresses to them at speed. We suspect that this was a test run for a tool that will soon be offered for sale in the ‘Underground Economy’: Mail-bombing as a Service – MaaS”

In response, Spamhaus has started creating the listing of all the IPs which they presumed to be the major sources of the list bombs to mitigate the damage. (I am not sure how error free this approach was, as there could be many cases of false positive and false negative too; even we had one of our IP Pools listed. Though we got delisted, the time and the efforts was elaborate and painful)

ESPs across the world know this is going to be an on-going challenge and should take the following proactive steps:

1. Educate their customers to ensure that they have fool-proof secure signup forms. For sure we need to make it mandatory to have a CAPTCHA like Google’s reCAPTCHA. The smartest marketer will be those who take the proactive step to follow COI and maintaining a CAPTCHA for signups.

2. In case if your Company has genuine reasons to not have a CAPTCHA implemented directly in the webforms, ensure to have same kept ready proactively so that you could “turn on” as and when required. There could be scenarios where you are suspecting a malicious attack on your website and your web administrator identifies that all your rest defenses failed, then immediately you need to go live with the CAPTCHA. You should not end up thinking on developing and integrating one on a fire-fight mode!

3. Continuous monitoring and rectification measures to see erratic data additions and spikes on auto-scheduled email communications (for instance, a sudden spike in triggered welcome emails across any of the customer lists should call for an immediate action)

4. Quality matters! And Not the Quantity – It’s the biblical rule for your customer acquisition programs. To build quality the only and the best way is to have proper permission from each of the user in your mailing list.

5. Global ESPs and other stake holders should collaborate more transparently to have greater access to alarming data trends and building proactive systems measures which should keep the spammers at bay. Question is who will bell the cat?

The concluding note from Spamhaus is very factual but alarming too for all stake holders, especially those who pay less attention to their customer acquisition processes and it’s as following:

“Internet harassment is not going away. In fact, it is becoming a bigger and bigger problem; the fact that this first wave has died down should not be a reason to become complacent. This situation should be viewed as a call to arms by all senders, ESPs, and any businesses that utilize online sign up methods. They need to neutralise the attack vectors, educate their customers, tighten their policies and ensure they cannot be used as a conduit for personal or corporate harassment or DDoS attacks meant to disrupt online activities.”

If you still believe that Single Opt in ( Unconfirmed Opt –in ) is the way to go to acquire new customers, I would strongly recommend to follow the link to better understand the long term risks and the legal hazards which should welcome your email programs, and mind you in the near future.

Happy Mailing,
Jacob
jacob-signature-1

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Email Marketing

Google to support responsive email design on Gmail and Inbox

responsive-email

Google, the internet giant is on a full throttle in enabling every possible act to ensure a greater mobile experience to its users. Adding one more nail to the framework, Google has officially announced that the emails created with responsive email design will be optimised the way it is intended to be, which will start working on both Gmail and Inbox across desktop, mobile, and tablet by the end of this month. And this also hints that the old technology, email’s, presence is going to get enhanced further.

Though the latest CSS updates are available now, they seem a bit complex for the majority of email designers and with the upcoming Gmail update, the email designers will easily be able to create responsive emails with easier codes.

According to the latest research reports 56 people out of 100 open emails on their mobile devices, which evidently shows out how much people rely on smartphones today. Since huge is the potential of mobile optimisation, both the marketers and developers are supposed to confirm that the emails sent and opened in tablets and mobilephones are optimised well. When the responsive email design update hits the market; changing the sizes and proportions of contents and images, links, calls-to-action button, and rest will automatically adjust to fit the best size of the respective screens. And you can literally say goodbye to the distorted content, actions that make you zoom in or out to read the content or click on a link.

Check out the GIF image below and see how without and with responsive designs work for an email in Gmail and Inbox.

gmail-responsive-design-update-septemper-2016

What are the benefits of responsive email design for marketers and developers?

Greater user experience
Reports say that 42% of email readers delete emails if they look disproportionate on their screens. Additionally, a good number of users unsubscribe and report spam for the same issue. And with the responsive email design update, Google saves the asses of thousands of marketers across the globe.

Streamlined email design
Once the update is done, you can say goodbye to the traditional hacky layout structures to create mobile-friendly emails using CSS inlining, templates, or manually adjusting sizes and proportions. Also, CSS media queries will be less complicated which will make developers job even easier.

Greater access
Gmail is the largest email client having 1+ billion users worldwide, and 75% of them open up emails on their mobile devices, which will eventually boost up the conversion of marketers to the next level.

Support for CSS font properties
The update offers support for CSS font properties so that attributes like column-count and column-gap will enable columns of text without tables. Additionally, font-kerning and font-variant-caps will ensure added font styling. Unfortunately, the web fonts won’t be supported in the upcoming update.

Background support
With the introduction of additional support for CSS background properties like background-clip, background-position, and most importantly, background-size; emails will carry the capability to showcase scalable and responsive background images.

Publication of official documentation
This is a great approach by Google as it publishes the CSS  support documentation, which is such a first ever modus operandi by a major email client.

Would you like to cash on the latest Gmail update? Do it right away.

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Digital Marketing

How Triggered Conditional Messaging instantly increases revenue in B2C platform?

email marketing

Bulk SMS has been there as one of the phenomenal channels in B2C platform since the time mobile phones have become an unpreventable belonging in men’s daily routine. As the time advanced, new strategies were brought to the pipeline to grab a greater share of the mobile screen through SMS service. Today, the entire master plan of SMS blast is shaping up to a new, next levels, which electrify sales platforms with higher conversion numbers. You just can’t even stand a chance with traditional bulk SMS services to get an edge over your competitors. There you certainly need the advantageous assistance based on latest technologies. iCubesPro’s Triggered Conditional Messaging (TCM) is one such a tool to instantly act to increasing the revenue of B2C platforms like eCommerce, Travel & Hospitality, Media & Entertainment, Retail, and Education.

What is TCM?

TCM is a simple yet revolutionary conditional messaging tool intended to productively help marketers automatically push SMSs and In App notifications, based on user behaviour during an email campaign. In this communication series, we will focus on the SMS module of TCM.

Unlike the conventional bulk SMS methodologies, TCM is powered by comprehensive automated, conditional messaging capabilities, which helps the marketer to create extended Omni channel interactions on their marketing and promotional communications. The feature-rich TCM ensures instant uplift in customer engagement and revenue generation, especially in mass email campaigns.

email marketing

Following are the strategies we successfully apply with TCM to help our clients increase their returns from their email programs.

Triggered SMS to email non-openers
Millions of promotional emails are sent by marketers every day. However, as the average email open rate stands between 10% and 15%. In few markets, this goes even as low as 5%, whereas matured email marketers see open rates well above 30%. A substantial percentage of emails still remain unopened! This statics open up a huge opportunity and requirement for the marketer to reach out your customers for engagement through different channels. Text message is one such a powerful channel by which you can send an extracted version of the same content to the email non-openers with the help of TCM. You could easily track the email non-openers and send them scheduled SMSs.

email marketing triggered sms

Triggered SMS to unengaged email openers
A second cluster of the customer base includes all set of users who opened your promotional emails but did not proceed further. With TCM, you can analyse who hasn’t clicked on opened emails and send them scheduled custom short messages. This will definitely increase the engagement further and should help the marketer with a strong brand or promotional re-call leading to revenue uplift.

email marketing triggered sms

Triggered SMS alert to those who left cart
This would probably be the best bet for many verticals including eCommerce, travel etc. When a customer leaves the portal after adding a product in the cart and without purchasing the same for some reason, you could follow-up him/her with a reminder SMS. Even if the customer is not getting engaged with the triggered SMS, you could exclusively offer him/her attractive offer to complete the purchase through another follow-up SMS.

email marketing triggered sms

Stand-alone mass-SMS-campaign to reach end customers
TCM is also stacked up with mass-SMS-campaign feature by which marketers in any domain can easily push promotional messages to the end customers. Also, you can trigger SMS for any notification with TCM.

email marketing triggered sms

A brief case study on how TCM helped one of our clients in Hospitality industry to create an upsell opportunity

One of the biggest 5-star hotel chains in India approached us with a concern of lesser email customer engagement. The scenario was simple that the hotel chain was heavily relying on mass mailing to the customers in their database. However, the revenue generation from the channel was taking a hit in the run. Analyzing the whole business case, we suggested them to go with TCM.

email marketing triggered sms

Having TCM implemented in the ecosystem, the client could automatically follow-up the campaign non-responders (email non-openers), and unengaged customers (non-clickers) with conditional SMS Campaigns. We also sent service related promotional SMSs to the customers who just checked-in the hotel, as well who checked-out with custom content. Completing hardly a month since the implementation of TCM, the user engagement was literally overwhelming which resulted in the company to achieve substantial revenue uplift as against the previous months.

Are you the one among those vendors who struggle with lesser email open rate? No problem! We can help you with a proven strategy which has helped a handsome amount of clients. Just reach us and we’ll help you surge revenue.

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Email Marketing

The Segmentation Saga in Email Marketing – Dividends from “Divide and Conquer” Explained

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The stress on carrying out intelligent segmentation activity pertaining to email marketing has gone across all bounds and became one standalone process that could entitle you to be the best among the rest, whichever industry you might be from. Email marketing has come out of age and offers you sophisticated avenues to make use of data obtained from any data point pertaining to your users. Here we share you important ideations concerning the segmentation saga in email marketing explaining the huge dividends it pays off backed up with actual marketing data comparisons brought about through iCubes’ vast email marketing experience.

Why Segmentation?

Segmentation is most recommended simply because not all your customers are the same. Multiple age groups, locations, interests, income, browsing behaviour etc. are factors that are associated with each individual. Email segmentation can be implemented on a bare basic note like gender or location, or it can take to sophisticated realms by introducing more parameters to lay out one-one communication that would enhance your ROI. Extending across n number of attributes and behaviour, segmentation could be the one activity that brings about hyper-personalised targeting guaranteeing maximum ROI.

Segmentation or the divide and conquer method constantly improves the responses from your promotional activities. Some benefits of following this process are:

  • Higher open rates and hence more web hits
  • Higher conversions (i.e. ROI)
  • Better email deliverability
  • Offers avenues for detailed email analytics
  • Highly personalised targeting

Simple and effective ways to use email segmentation

A database with quality data offers many possibilities. Personalisation brings in more potency to you email campaigns where one could deliver content that fits individual likings and preferences and help them choose based on their interests.

  1. Based on gender

As the old saying, men are from mars and women are from Venus, the interests always differ (Eg: apparel & accessories). Analysis on A/B testing for subject line for men & women category has always shown that not the same subject line performs for both categories. When the women responds to words like ‘off!’ and ‘sales’, men are attracted to brand names in subject.

  1. Based on geolocation

The rise of mobile marketing makes it more critical to segment your email campaigns based on address and geolocation. Not only does it enable you to send them targeted and relevant offers for them to enjoy in their surroundings, but when you combine online shopping with offline stores, you can set up email (or mobile) campaigns highlighting interesting offers in stores close to your customers’ homes.

One of our brands who targeted worldwide, attained more performance by segregating the user base into eastern and western countries and targeting based on time. The average open responses were 13% and segregation based on geolocation helped in achieving up to 16% open responses.

  1. Based on age group

The products consumed by young population will not be same as older population. Age based segmentation always help in email relevancy across all age groups and you could be looking forth to market the products that would match a corresponding age groups’ interests and likings.

  1. Based on website activity

From the first visit to the website till the point of purchase, customer throws in all important insights. For example, targeting customers who placed products in a shopping cart but did not complete the purchase.  It has already been proven that such email campaigns generate better results. This is found to improve brand loyalty and brand recognition.

When the promotional mailers performed with 8% open responses for regular users, the triggered mails for transacted base shows open rates of 13% and, the order confirmation mails gained up to 20% open rates for a well reputed brand.

  1. Base on purchase history

If you store the purchase data from your customers, then the information on past purchases could be used to serve them relevant offers or even target the customers who had purchased the products within a given price range.

Previous buyers responded with 23% open rate and non-buyers with 6% for a tier 1 e-commerce brand working with iCubes stressing on the importance of segmentation of data based on purchase history.

  1. Based on interests and needs

Adding a ‘my-profile’-section to your website, where a customer can share his brand preferences, interests and store other relevant data, you gather more knowledge about your customers’ preferences and you could create smart segments based on this data.

For example, you own a fashion web shop and in your ‘my-profile’-section your customers can indicate brand preferences for brands such as Nike, Adidas, McGregor, etc.

A well know store that markets luxury fashion brands captured customer favourites and based on it further promotional campaigns were tried. The initial average responses for mailers were 13% and when brand specific campaigns were tried, Armani performed with 14% and Paul Smith with 20% user responses.

7. Based on email activity

There are two types of subscribers you will probably always have: those who are new to your list (the new subscribers) and those who have shown decreased activity (the inactive subscribers).

For new subscribers it is advised to think of something bigger instead of just sending a single welcome mailer. Sending a drip campaign (a welcome mailer series) to slowly introduce the subscribers to your brand. After a certain point, they might have become part of a different segment, but you would have learned some characteristics about them by paying attention to what they responded to while receiving the on-boarding emails. You can even entice them to divulge more information. That means you can segment them right from the start rather than waiting to discover that information later.

For a well reputed online shopping brand who is in the market for 6+ years, new users who were targeted with a special brand induction mailer for which the responses reach up to 15% open rate whereas the same set when tried with usual promotional campaigns, the open rates reached only 2%.

Defining and dealing with the “inactive” subscribers has to be done with care. For example, some would not have opened your emails for more than 6 months. You’ll probably always have inactive subscribers and it is simply human nature to lose interest over time. Always not include the inactive with the actives and segment them out and market to them differently.

A leading accessories brand had 5% open rate and 10% click through rate prior to any segmentation which improved to 9.5% open rate for clickers (active subscribers). A frequency capping was done for inactive subscriber (non-openers) who received 3% open rate.

Based on the above observations, segmentation activity forms the core of data optimisation in email marketing. In an industry where there is neck-to-neck competition, having a well assorted email program backed with explainable data forms the core of make or break scenarios. Experienced email marketing companies in India are geared up to assist you on your email marketing needs and come up with the best strategies in the ground. For more details drop in an email to training@icubes.in or contact your account manager.

 

 

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Digital Marketing

Handshake Social Media and Email Marketing for Enhanced Customer Reach

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Keeping social media and email as two separate entities in your marketing is no more a smart approach. A mixed strategy integrating the benefits of both would generate wider reaches and consequently, better sales. Widespread use of social media in email campaigns not just makes the consumers more engaged with your email campaign but also augments your brand reach (an easy mechanism to reach the personal sphere of your subscribers’ social life).

Industry reports show that most of the e-marketers are already in the process of integrating their social media platforms with their emails. A Marketing Trends Survey by Zoomerang shows:

 

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If you are lagging behind, here are a few tips for you to start:

  • Social sharing options in your emails
  • Facebook subscription form
  • Segmentation based on social media reaction (example – separate segment for subscribers sharing your post on social media sites and send them a follow up campaign)
  • Use subject line testing from your email marketing campaigns to decide on the best headline for your Facebook messages and ads
  • Retarget the email non-responsive customers on Facebook.

 

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Email Marketing

How to Productively Create Reactivation Emailer to bring back your Inactive Customer?

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Reactivation emailer (Re-engagement program) is a popular method used for reaching out the customers via email who had previously shown interest in a particular product, brand or item, but not actively seeking to purchase at the moment. The ultimate aim of this method is to engage those customers and making them valuable customers.
Every marketer has 25% to 50% of their list is classified as dormant. Investigating why customers have become dormant is critical for planning more relevant mailers. Companies must do analysis based on the user behavioural data (activities like, purchase and preferences), which could be handy in getting the insights for re-activation.
SOME OF THE MAJOR REASON FOR USER INACTIVITY
  • The frequency of email delivery. The customers might be either getting too many emails or not getting emails in regular interval of period.
  • Preference of the customers.
  • No option to unsubscribe within the email.
  • Getting emails in the spam folder.
  • Showed interest to purchase when there were offers.

 

HOW TO REACTIVATE OR RE-ENGAGE A CUSTOMER?

 

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Target the audience with relevant emails with emotional subject lines like “Miss you”.

  • Instead of sending a single emailer, send them a series of engaging emails over a regular interval of time, showing that you miss and care about winning back the customer giving some coupon codes or offers. Please do care not to send too many emails at a time, which would force them to report spam or unsubscribe.
  • Define and identify the reasons for their inactivity based on their behavioral insights.
  • Do A/B tests to find what approach suits your customers the most.
  • Conduct a feedback survey asking the customers how we can improve the content to make them engaged.
  • Provide offers and coupons giving them good offers based on their previous purchases and user behavior.
  • Make use of social re-targeting to win your customers via social media platforms.

 

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