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e-mail marketing
E-mailing as a marketing tool can provide highly effective results if the right strategy is employed. Austrian Airlines used this method to boost its sales resulting in the capture of around 11,000 new customers at a crucial time for the company, as the European Commission had just approved its merger with Lufthansa.
The campaign was conducted in two waves, one in spring and summer, to capture customers travelling for work or holidays and was designed to appear to the consumer when really needed, stated Paul Nowestein, founder of www.emailingnetwork.com, the company responsible for the campaign.
Nowestein went on to explain that the goals were the mailing of special offers in order to obtain brand notoriety and boost online sales in Spain as part of a strategy for capturing new niche markets,
The following are key factors in the results:
• Approval of the recipient, i.e. permission marketing. Not having this approval and using spam as a modus operandi will provide no benefit whatsoever, on the contrary, only low quality contacts will be obtained, many recipients will feel angry for their space being invaded without their permission, and the brand image will eventually deteriorate.
• Thorough planning.Here the key is the specification of the goal to be attained with the option, from obtaining high virality to increasing the number of subscribers or customers. The way the campaign is defined will vary depending on what results are expected. A suitable database must be operative (this can either be purchased or produced).
Should it be decided for it to be prepared, then there are many methods that will help in attracting users, from simply providing information on the advantages associated with subscription to the creation of competitions or prizes available through subscription. In general, subscription generated solely by interest in contents or special offers provides a much more solid base but the use of extra incentives should not be dismissed.
This basic database should be subjected to a complete analysis for it to be processed correctly. Thorough segmentation is absolutely vital. Although geographic or demographic variables can be of help in this process, other criteria such as attention to lifestyle, are becoming more significant in the way they provide more coherent groupings, more revealing of what, in essence, characterizes the customer base and defines their interests.
• Selection of the message.
We have an offer to make, something to tell our customers, but not everyone needs to be told about it in the same way. A group of surfers will be delighted to know that the airline provides them with a cheap and secure means of carrying their boards, for example, but this will be irrelevant for golfers who will be more concerned about their clubs or for a cellist, who will want to know about the conditions of carriage for his or her instrument.
In all cases the problem is the transport of unconventional luggage, but the impact will be much greater we can touch the heart of each of these potential customers. If they are spoken to about what matters to them, then they will be much more likely to listen, and even better, be more willing to take action and become customers.
Along with adaptation to the target audience, the aesthetic and creative elements employed are the best allies for high impact. The potential benefits must be made as clear as possible to the target audience.
• Perform mailing
This is now a simple matter and can be performed automatically using modern technology. It is important however to define the best time for the mailing to take place, both concerning scheduling with other activities of the company (associated with events and campaigns in other media, etc.) as well as with the time and day of the week. Generally Mondays and Fridays are the most unpopular days for attention to be paid to this type of communication and therefore scheduling should try to avoid busier times.
• Monitoring and analysis of results.
One of the benefits of e-mailing campaigns lies in the possibility of effective and real-time measurement of results.
Here are some different ways that results can be measured:
Opening rate: % of people who have opened the email..
Pass along rate: % of users who have forwarded the email, out of the total number of emails sent.
Click-through rate: % of clicks on links contained in emails sent.
Conversion rate: % of responses with respect to the number of emails sent. This may refer to various actions: request for information, subscription, purchase of products and so on.
A high conversion rate is indicative of a quality mailing list.
A detailed and critical analysis of the results will be valuable for making an assessment of the suitability of the campaign, for acquiring greater knowledge of the target and their interests and for making any adjustments to the offer if required.
In sectors such as the aeronautical industry in which on-line contact with users has a high relative importance, it seems appropriate to take e-mailing activities into consideration.
Data from various studies:
ComScore: e-mail marketing has increased the pace of U.S. sales by 4.4%.
MarketingSherpa and ADTECH revealed following a survey that 44% of the advertisers get a highly satisfactory return on investment (ROI).
A study by Epsilon showed that 55% of subscribers in the U.S. and Canada cancel their subscriptions on receiving spam.
Sources
http://www.marketingdirecto.com/noticias/35242-austrian-airlines-capta-11000-nuevos-clientes-traves-del-emailing
http://www.ojointernet.com/noticias/la-efectividad-del-e-mail-marketing-radica-en-la-segmentacion/
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