How to make enterprise mail marketing more valuable? Focus on the consumer lifecycle journey

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As a consumer, is your inbox always full of emails? One reason is: email marketing effect. But as a business, you can be more intelligent in email marketing to ensure that every message is valuable.

Why do marketers send more and more emails to you? The reason is simple: it does work. Compared to social media, mail is a more efficient way to get customers, and the number of new customers is nearly 40 times times the total of Facebook and Twitter.

This is because 91% of American consumers still use e-mail every day. Similarly, in emarketer's report, the proportion of emails in promoting sales is not just 3 times times that of social media, and messages are 17% higher than average orders generated by social media.

Of course, we are not saying that marketers should blindly use spam to "bombard" consumers. Because consumer behaviour is changing: According to the McKinsey Iconsumer survey, the proportion of users using mail dropped by 20% from 2008 to 2012, down from social networks, instant messaging, and mobile information apps. Investment in these new channels requires marketers to be more mature in using social networks and other channels to interact with consumers to facilitate sales transformation. However, marketers should not rush to transfer or withdraw their email budgets, just take a few steps to make the most of your Inbox's power.

1. Focus on the consumer lifecycle journey, not the click rate

Marketers are often caught up in the tedious details of the subject line, visual effects, and copywriting of each email. They should, and just remember, email is just the first step in the consumer decision-making process. E-mail is part of a series of brand interactions, and marketers should focus on where e-mail messages should be sent to users.

Why invest so much time in an email just to attract users to a common home page? It can increase the conversion rate of more than 25% by bringing the user directly into the custom landing page with the products listed in the mail.

Also, don't forget to move. According to the emarketer report, nearly 45% of the current marketing messages are opened on mobile devices, Webpower China's first half of the 2013 China Mail marketing Industry Data report shows that the proportion in China is about 30%~40%, and the trend continues to rise. However, many marketers fail to optimize the mobile login page. If you think it's no big deal, you wouldn't think that when you see Google's data, and Google says 61% of users are unlikely to return to a mobile site with access problems. And, to make it worse, 40% of visitors will instead use your competitor's website.

2. Sharing experience

The best marketing organization that takes every email as an opportunity to learn more about their customers. They define specific learning goals for each activity, data capture, and share these experiences with the marketing team and other members of the organization.

Take a clothing company for example, its multi-channel marketing recently implemented a monthly summary of e-mail marketing activities, marketing staff to share three "success (hits)" and three "missed" (misses). These summary reviews will be attended by marketers, retailers and branding teams, and delivered through various channels to other relevant organizational sections. "We want our team to share every lesson." "If what we're doing is not working properly, then we should be glad we found it," said the head of the company's direct marketing. "As a result of continuous learning, the proportion of E-commerce revenue to total sales increased by one-fold, without increasing the number of e-mail activities."

3. Become personalized

It has become more difficult to stand out. Although e-mail usage has declined, mail delivery continues to rise: In the US, the number of sales emails sent in 2013 is expected to reach a record 838 billion per cent, according to Forrester. It's no wonder that every marketing person takes optimal relevance as a priority. The best emails, not only make people feel personalized, but should be personalized.

The daily email sent by the Gilt Groupe has more than 3,000 versions, for example, tailored to each e-mail message based on past user clicks, browsing history, and purchase records. Of course, building real customization and positioning capabilities requires a process of change that requires specific capabilities and infrastructure. Customer information usually exists in different parts of the organization, so it must be pooled to create a unified view of each consumer. In addition, the precise positioning mechanism must be established to guide the correct information to the right people. And operations also need to be prepared for change, since creating and sending personalized 3,000 of emails a day is a lot different from previous mass mailings.

While this is a huge amount of work, it drives the production of real benefits: the world's leading mail marketing service organization Webpower uses data sharing with each channel's data to create a consumer uniform Eid identity file, and then combines the BI model to predict Automated intelligent implementation of mail and multi-channel personalized customer response, without the enterprise too much operational input. A financial institution triggers personalized e-mail to existing customers by using life cycle events, resulting in an increase of 20% in revenue from targeted segmentation. Household goods retailer Williams-sonoma allegedly