E-Mail Bath Fire Rebirth: Marketing effect of Super Facebook

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A customer picks fixtures in a Washington Home Depot store

Introduction: Foreign media today, although e-mail marketing has long been the reputation of garbage flooding, but with the continuous improvement of precision advertising technology, this "old" marketing channels regain new life, by the widespread pursuit of retailers.

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Effect of Super Facebook

Despite the popularity of social media marketing channels such as Facebook and Twitter, retailers have not forgotten another technology that has decades of history: email.

Williams-sonoma and Home Depot Although the business is very different, but these retailers are invariably targeted at users to design more targeted e-mail, and did not use the same style of the original. According to the US Direct Sales Association, e-mail ads are three times times more effective than social media, according to a 1-dollar sale. This is also enough to explain why the number of retailers sending e-mail this year has increased by 19%.

Responsys, a company dedicated to helping companies build digital relationships with their clients, said that email marketing is far from sexy compared to social media, says Ted Wham, a Vice-President Teide Wam.

"But it depends on what you mean by sex." "In my opinion, it's sexy to create high profits and high incomes," he said. ”

The retail industry in this year's shopping season has been unusually competitive, and the US retail association expects retail sales to reach $586.1 billion trillion this year, up 5.6% from 2011. US online sales in the last two months of the year could reach a record $43.4 billion trillion, according to comscore, a U.S. market research firm.

Meanwhile, according to data released last month by IBM's digital Analytics benchmark, "Black Friday" and "online shopping Monday" Two days, on Facebook, Twitter, Shoppers who clicked on links in social networks such as LinkedIn and YouTube dropped by at least 26% from 2011, although overall sales continued to grow sharply. In these two days, the so-called social sales volume accounted for less than 0.5% per cent of total online shopping.

At current rates, Responsys said, the average retailer would send 211 more promotional emails to each subscriber in 2012, up from 177 last year. The boom in smartphones has increased the frequency with which consumers look at e-mail, and data and Web-tracking information is also becoming mainstream, with less difficulty.

The American Direct Sales Association also provides a more interesting set of data, calculated on the basis of sales per 1 dollars, with an email of $39.40, a web search of 22.38 dollars, a network showing ads of 19.71 dollars and a social network of 12.90 dollars.

Improve accuracy

Trish Mueller, Trish Muller's chief marketing officer, said in June this year that the company had been focusing on precision marketing, customizing e-mail based on user preferences and past habits, because the effect was 10 times times higher than the same message.

For example, if the user data shows that an electrician no longer outsource paint work, he will handle it himself. When the electrician buys the wire, he will receive a discount on the paint immediately. In the past, the person only received messages related to their work.

Patrick Connoly, Williams-sonoma's chief marketing officer, said the company's e-mail and browsing data were all-encompassing, so it could use the data to boost the product recommendations for a particular store.

While many stores are still using the old-fashioned way of a timed promotion-for example, Bloomingdale's December 12 message reads: "The last few hours! The mystery discount!" But it also begins to determine content or timing based on demographic data, past purchases or browsing records.

Williams-sonoma's West Elm City furniture chain has sent e-mails to users who forgot about the goods still in their virtual shopping carts, asking them if they were prepared to buy them. They will say in the mail, "Please order the goods before they disappear." "or" Don't miss what you love. ”

Explore more patterns

Chris Saridakis, president of ebay's E-commerce service provider GSI Commerce, said they would also use e-mail as a gateway to online advertising.

For example, once a user accesses a retailer's web site via a link in a message, looks at organic quilts on West Elm, or browses 70 percent of a pair of shoes on ASOS plc, a third-party tracking agency invokes cookies to record the behavior. Later, when users visit news sites or search for "costumes," they see banners or Google ads that lure them back to the retailer's website.

"This prolongs the life of the email, which we think will bring a lot of repeat customers to the retailer's website and increase the conversion rate." "Salidaquis said.

Connolly said in October this year that when users left Williams-sonoma's website, the company would relocate the users by up to 200 different internet ads for each brand. These ads can be a surprise to users and therefore "very effective".

However, to achieve the goal, still need to send a large number of messages. Chad White, Responsys research director, said a successful email marketing could have a 20% open rate, a 5% point rate and a 1% per cent purchase rate, but the data vary according to the exact information and the types of holiday promotions. On the other hand, about half of consumers read postcards, which is also the most effective direct mail, but at a higher cost.

To break the limits of its advertising business, Facebook has launched a new gift service and has established partnerships with retailers such as Brookstone and Dean & DeLuca.

Get email address

Coo Lie Sandberg, a Facebook Sheryl Sandberg, said in an analyst conference call this October that a third party study of more than 60 marketing plans for the site found that more than 70% per cent of the promotions received three times times or higher returns. A Facebook spokeswoman said Nielsen's data suggested there was no correlation between the point rate and the return on marketing investment.

"While the social network's push for sales is still unclear, letting users use their Facebook account to log on to a retailer's website is an effective way to collect e-mail addresses," said Matt Kritzer, Matt Crize of underwear maker Tommy John, vice president of E-commerce.

"The main role of Facebook and Twitter is to attract users ' attention. "That's why you need an e-mail binder," said Crize, who once served as Occitane e-commerce director. ”

This means that retailers will collect as many e-mail addresses as possible, and this can be done more easily by moving payments and e-mail receipts. They also use discounts and sweepstakes to entice consumers to provide e-mail addresses.

J.C. Penney received less than 10% of sales through the Internet in the last fiscal year, and the company is actively acquiring e-mail addresses through mobile payments and holiday draws. The department store has issued 80 million virtual lottery buttons, which require users to enter an e-mail address, or log on with a Facebook account to see if they have won the lottery.

Salidaquis said that during the Christmas shopping season, some retailers also used the delivery confirmation and order receipts, and other means to recommend goods or extra discounts. The opening rate of such channels is usually higher.

Shop it to me in collaboration with major retailers to send targeted discount reminders to more than 4 million members. Charlie Graham, the company's founder and CEO, said that retailers had taken a more aggressive approach than ever to persuade consumers to Charlie Graham email marketing messages.

As an internship at Harvard Business School in the summer of 2005, Gerry set up shop it to Me. He said retailers would not offer users a "unsubscribe" button now, but instead asked them if they wanted to reduce the frequency of e-mail messages or whether they wanted to suspend for 3-6 months to reconsider. Retailers such as J.C Penney told the user that the application would take 10 days to process.

The growth of smartphones and tablets has also brought the gospel to e-mail. According to Hitwise, a market research firm, 45% of e-mails were opened during the Christmas shopping season this year. The company said that according to user characteristics customized promotional mail opening rate, than the same content 29% higher, the point of the rate is also much higher.

"E-Mail has left the stigma of garbage flooding, abused by many people. "Crize said. Because of this, more and more enterprises no longer regard this as a marketing tool. "But it is also because it has become a very good secret weapon." So the reason why people don't want to talk about it is because it's like a goose laying golden eggs, and they don't want to destroy it. "(Think FAR)