By Miguel Molina-Cosculluela
Over the last week I read a couple of quite interesting studies, challenging and debating over the effectiveness of email marketing. Over the next few paragraphs I’d like to share some of the findings along with my personal opinion.
By Erick Ovalle
A few days ago a neighbor asked me: Hey Erick, What does your company do? After meditating for a minute he was surprised by my answer: “We build bridges”.
That’s not because there are a lot of engineers in Quaxar, but it was my way to explain that we create methods to build durable and strong relationships between companies and their customers. But, why create those bridges? I have a lot of ideas and I want to share some of them with you.
The Solution
Before Smart Emails, AISM was only using Outlook, so the transition was very simple; the key factors wereplanning,strategy and the definition of the objectives
With Smart Emails AISM was able to start a Digital Marketing campaign with a one-to-one communication that would help them create an experience with each segment.
Collecting and Synchronizing Data
Migrating the Outlook directory was simple, and updating this list in the Smart Emails module is even easier. Additionally, the feedback from the recipients is also used to enrich the database.
Segmenting
Dynamic segments automatically update as data in Smart Emails. Groups are created based on the stakeholders for the university: parents, students and potential students. Content is then tailored based on the segment being emailed. For example, AISM sent a targeted open house breakfast email to all prospective students.
Call to Action
With Smart Emails AISM was able to create professional-looking digital invitations, which they send to their prospects, with one innovative feature, a “confirm reservation” button in the email. Once the prospect receives the invitation, by simply clicking the confirmation button, the AISM database receives this confirmation, this way they can have a preregistration process, which allows them to be better organized, and be ready when the people arrive at the breakfast.
The Results
Whit Smart Emails AISM has been able to establish a complete communications cycle, with metrics that allow them to have feedback, they can easily know how many emails were sent, how many bounced and opened and if the recipients followed the call to action from the message. As Jose Rocha, Director of Marketing and Executive Education, just said: “This is beyond CRM, is the next level, a Digital Marketing Strategy”.
To know more about listen to our Quaxar Podcast: http://www.quaxarpodcast.com/
by: Deirdre Bobadilla
Be relevant or be gone.
But consumers can be merciless when they do not want to get more e-mail from a marketer. In Japan, Webmail provider and portal goo found that more than six out of 10 e-mail newsletter subscribers would unregister altogether from the site of the merchant who had sent the e-mail when they were finished reading.
Considering how much effort marketers put into getting permission to avoid spam filters in the first place, it is clear that e-mail needs to be continuously reviewed for relevance.
The link between e-mail relevance and legitimacy is not limited to Asia-Pacific. One-third of Internet users in North America interviewed in April 2008 by Ipsos for Habeas said that an e-mail’s content contributed to its legitimacy—about three times as many as mentioned third-party seals of approval.
Source: eMarketer.com
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