In 2013, Adlead developed and set up the NOTIFY platform through which the agency made use of applications that greatly enhanced our results, particularly regarding e-mail. We routed almost 300 million e-mails with our platform and here are three innovations which increased our KPIs many times over.
1/ USING DYNAMIC DISPATCH FOR YOUR E-MAILS
Everyone aims to increase opening rates. Improved rates lead to improved click rates and therefore more business potential.
As with many other businesses, you follow your router’s recommendations, such as sending e-mails on Tuesdays at 8:00am in accordance with market averages. How disappointing is it not to be able, despite all your efforts, to inform your board about the major improvement in your opening rates?
Are you sure you have adopted the best strategy? Each of us is unique and the same goes for your audience. To improve our rates, we have to put the individual back at the centre of the device and no longer rely on averages.
Web mails sort our messages by order of their arrival in their inbox. If you send your e-mail at 8:00am and your recipient opens their inbox at 12:00pm, four hours will have passed by – four hours in which your prospective customer will have received a number of e-mails that render your e-mail increasingly less visible.
By altering the dispatch method and using a dynamic dispatch solution (an application that only triggers the sending of an e-mail if the user is browsing the internet), your messages will be visible again and will appear in the top three latest e-mails received by your recipient, whatever device they use (computer, mobile, tablet).
RESULT:As with the first positions that dominate clicks on Google, the latest e-mails command most of your prospective customer’s attention. More than 30% opening of sent e-mails on average and almost 30% reactivation of inactive subscribers. These results highlight a significant difference in the e-mailing practices of the last five years.
2/ OPTING FOR A DYNAMIC CONTENT (DCO)
It is now possible to modify and adapt e-mail content when it is being opened, even if it is routed via a third party (editors, publishers, brokers and so on).
Many uses result from this – such as these two examples:
A/ Drive to Store: You no longer need to geolocate your e-mails upstream. The messages in these e-mails are displayed dynamically depending on the location in which they are opened. For instance, an internet user who opens their e-mail in Paris may find an e-mail relating to Paris, and if this same user opens an e-mail the next day in Lille, they would be able to read news about Lille.
B/ 1-to-1 customisation: As with the display, it is now possible to segment messages according to the relevant profiles. You can therefore be more or less aggressive in your sales depending on the profile of the particular prospective customer, and offer different experiences depending on to what extent your user has become involved in their purchasing process. “It’s the third e-mail about my products that this prospective customer has opened in two weeks; I will now offer a different action to the previous ones”.
RESULT: A better user experience and reactivation rates up to twice as much as previously achieved.
3/ USING A DYNAMIC PRM
If your acquisition was designed from a CRM perspective, you can be rest assured that you have already completed 50% of the work. However, to improve your conversion rates, you should guide your prospective customers through their purchasing experience. Very few prospective customers convert on first contact (two to 35 contact points depending on the sector).
However good timing is far more important than the socio-demographic data that you hold or host with respect to a profile. This timing is not yours, but the user’s – the moment when they decide to take action.
Given the qualified inventory available on the market, targeting the right audience is no longer the main issue facing your marketing service. Nowadays the challenge lies in attracting your customer at the right time and at each point of contact with them. Without this, and in view of all the offers that they may receive, there is a risk that the potential customer will disappoint you just as they are about to confirm their order.
Furthermore, as soon as you ascertain your target market’s needs, you should take all measures to have a better understanding of them and meet them more effectively. This leads to a personalised relationship which is serviced, for example, by a scripted newsletter (integration of browsing data, purchasing history and even a push of your own services), and also, and more importantly by a better interconnection between the retargeting levers: e-mail, display, social, Google, calls and so on. From your prospective customer’s point of view, there is nothing more annoying than seeing the same unchanged message everywhere and all the time.
By following your results in real time, you will find your balance, the right proposition that will increase the statistics for all your indicators.
RESULT: a 40% increase in ARPU with respect to the collected profiles
E-mail continues to evolve. It has been energised by recent innovations and this, coupled with its maturity, has turned it into one of the highest performing web channels.