Download Emailing Guide

Emailing Guide
2) Indirect remarketing:
This is about changing your strategy without contacting prospects. To do so, to please as many people, you need
to modify the things that are the problem for most of the people. For example the navigation of your website. Let’s
suppose that the navigation is complex because of the items that are not visible enough or because of slow loading
due to banners etc. You have to improve these points because some of the users feel discouraged and might go
buy from your competition.
After regaining the interest of your inactive prospects you should monitor the evolution of your campaigns. To
track one campaign you can rely on the tools described previously. If you intend to send multiple campaigns is
better to compare their respective return. For this nothing is better than a simple table. Each line corresponds to a
campaign and each column an indicator or more simply, look at your history in Mailpro™.
This kind of table need should not be excessive; the important thing is to treat the indicators one by one. We
therefore take note of the most popular: the number of emails sent, the rates quoted above, the number of
cancellations, differentiability, hours of dispatch, the number of split testing, the cost of the campaign, the
channels used ... In short, the goal is to try to identify the criteria that facilitate and enhance the performance of
a campaign.
7
ADVANCED FUNCTIONS
7.1 INTEGRATION OF SOCIAL NETWORKS
Because the prospects use various platforms more and more, such as social networks, it’s important, to couple this
with email marketing. A study of e-Circle*, done in 2010 in 6 European countries, gives us rather positive figures:
currently 62% of the people who belong to a social network are using a minimum of 2 networks each. One of the
most popular networks is Facebook, 68% of users connect to it at least once a day. The main use of social
networks comes down to looking for friends, interconnection between groups or communities. However, the
search for products or companies is up from 27% to 55% on Facebook and Twitter! In addition, 16% of people
are fans of the pages of companies or brands, through which they can stay informed. The 20-39 years-old are a
big consumer of this channel. If you have a company page on any social network you should insert a link to it in
your email.
7.2 VIDEO EMAIL
With the future adoption of HTML 5, which will allow easy pop video in malls, you can now send e-mailings with
customized multimedia content. We approach this technique because it will certainly be one of the future trends
of e-mailing. But at present, compatibility problems persist, we must be cautious and test it...!
Promotional video
The goal is to generate customer interest, so they click on it and visit your website. There are two kinds of
promotional videos. The video, called teaser which is controlled, that is to say: you choose to send it to your
database and you can also host it on your site, but it does not exist on other platforms. The viral video, which
contrarily to the teaser is uncontrollable in the sense that is has no fixed location, it wonders from user to user. A
promotional video can have between 2 and 5 minutes, enough to present your selling points.
* www.ecircle.com «Comparatif des usages du Social media et de l’Email en Europe» 2010
Emailing Guide, Mailpro™ | 20