Telecom industry is one of the largest spender on digital advertising after retail and automotive industry, with email marketing being one of its major part of digital marketing. E-mail marketing is a great asset for marketing and sales of an organisation, but if not done in a right manner can prove to become a lost opportunity. For an e-mail data base performing at its fullest needs to be segmented. As written by columnist Chad White in blog the key elements of an e-mail marketing that helps reach the audience more closely.
Contextually aware e-mail marketing system’s aim is to know what is required by the target audience. It is the most contextual form of digital marketing, so it is expected to deliver right content and target specific content. It is necessary to have relevant content for different products offered by an organisation.
Characteristics of a contextually correct and focused e-mail campaign
Mapping the product & addressing it to the right audience:
Knowing the existing, new product and developing right content which will help in reaching the target audience. An e-mail can be contextually relevant when prepared for a specific product focused on a certain target audience. Focusing on the right subscribers will help generate a deeper understanding about the users. For eg. Telecom companies offer plans which suits the customers previous usage.
Time plays a crucial role with e-mail campaign. E-mail’s are more effective when sent on a right time. Several advances have taken place in e-mail marketing best example is live content whenever opened. This was rightly practised by Verizon wireless, the latest email marketing strategy from Verizon Wireless is about deploying a series of targeted email newsletters to new device owners directly following their purchase. The intent of these emails is purely informational, and not intended to generate up immediate business. Given the fact that the recipient made a recent purchase and most likely won’t be investing in a new device for another one to two years. On the contrary, Verizon’s aim is to educate their consumer base through targeted, device-specific thought leadership.
Testing the subject line for reengagement e-mail:
Subject line plays a key role in engaging the customers/ subscribers attention. As tested by a telecom company in Iran ECI telecom. The marketing team came up with 4 different subject line sent to 1000 people which are:
- “Get Valuable Information for 2011 From ECI Telecom”
- “Complimentary Yankee Group 2011 Predictions white paper”
- “Unwrap your ECI gift early”
- Download Yankee groups 4G fuels the decade of disruptions white paper.
“Get Valuable Information for 2011 From ECI Telecom” was the clear winner with an open rate of 8.1%. The other three subject lines were all around 4% open rate.
The location of a the subscriber/ customer matters as it helps the marketer to where exactly the customer is based. This helps the marketer to locate which market does the customer visits on a regular basis. Knowing the location helps marketers to personalise the e-mail.
E-mail helps the marketers to target users by which type of device and e-mail they use. This helps to design the approach and adjust the layout as per the different screen size. Being device specific is the need, was demonstrated by Verizon wireless USA by building content that is unique to various products that Verizon sells such as I phone, Blackberry, Anroid.
Relevant context helps a product or service to maintain subscriber engagement. If e-mail marketers send irrelevant data than those emails will land up in the spam or junk folders of subscriber, which will make it hard for the marketers to reach the target audience.
- Characteristics of a contextually aware email marketing system