Category Archives: e-mail marketing

Google’s new app Inbox will bring smart changes in email marketing

Shrikar Khare Posted On - December 19, 2014

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Google has launched a new app called Inbox that is expected to affect the total e-mail marketing strategies currently being followed by the majority e-retailers.

This upgraded app will offer more advanced functions unlike a typical inbox organizer. The new app will have various facilities using which consumers will be able to group e-mail messages. It will also have similar functional advantages just like way category tabs they are familiar with while working in Gmail.

It is also expected to pull relevant information like tracking information or something else which is not present in an e-mail.

Google search Inc has already done havoc while offering various facilities for Gmail users. And Inbox is perhaps doing something more on that. In July 2013 Google reorganized its Gmail inbox which included an additional benefit of automatic filtering system of e-mails into tabs on the basis of a sender’s name. A default tab identified as “promotions”, was also introduced. All marketing mails from various e-retailers were classified into this specified category.

This innovation in Gmail created a set back in marketing activities. For example Groupon, has clearly declared that as a result of this change many targeted consumers never opened their marketing mails which in return created a net loss of $2.6 million for them in q3 of 2013.

The renowned lead research analyst of Salesforce Marketing Cloud and also an e-mail marketing expert, Chad White has said that, primarily, marketers should be careful about the newly introduced bundles and highlights.

With the new tab Bundles the consumers will be able to group e-mails. This is more like the category tabs in Gmail. You can also use it for setting your preferences. White also added that by utilizing this tab a less engaged subscriber would become sleepier, at the same time actively engaged subscribers would have a choice to be more engaged.

The highlight is nothing but a feature that will allow you to get all relevant details about a particular email which is apparently hidden in a mail. No doubt this will largely affect the status quo which will influence commercial dealings. While discussing about this White sited an example also by saying you can see the actual time status of a package delivery by using this search expertise, though it is not mentioned anywhere in the mail. This may make things too transparent which retailers may not like always.

White has also commented that at present inbox app is remaining in the invite only category, which is to be downloaded as a separate app. So naturally it will take more time to make it in use on a wider sphere.  But though the progress of accepting and using it will be initially slow, he expressed his belief by saying that soon it will start influencing the marketers. This will also lead towards increased message relevance along with further development towards creating smarter contents and smart targeting as well for the entire e-mail marketing process.

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How E-Mail Marketing can offer more to E-Businesses?

Steve Burns Posted On - August 28, 2013

How E-Mail Marketing can offer more to E-Businesses
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In this era of fierce competition, every business faces the toughest challenge of framing effective customer retention strategies that can help them to expand their business. Your business message popping up in the inbox of your clients should have that punch, making the recipient to click on it. The e-businesses need to put in more effective marketing efforts so that they are able to maximize the reach of their business message to that target mass that envelope the market. Business communication via email got to get stronger.

The Statistics

Surveys have been conducted recently to trace out the effectiveness of the marketing campaigns. A whopping 66% of the marketers have said that that the e-mail marketing campaigns have been successful in generating higher ROI for them. The performance of the email-marketing campaigns has been subjected to different viewpoints and the way companies offer the success rate of the email-campaigns differ.  In a survey, only 39% rated the performance as ‘excellent’ or ‘good,’ and 42%, put it as ‘average, while a handful pronounced it to be ‘poor.’

Maintaining a Good Database

The customers are the king in the e-commerce world and there are no two ways about it. The focus of the online marketers has to be on informative content, web design and there is no way e-mail marketing efforts got to slack down if a web merchant wants to hold on to its customer base. The cleansing and the updating act of the client details in the mail list so that the mails that you send reach the recipient, is of due importance. If you mess up the whole act, then the effectiveness of the whole campaign gets reduced.

 The Post-Purchase Support offered to the E-Shoppers

The motto of the e-shoppers is not only to offer the required support to the purchasers when they are engaging in the online shopping spree. It is the support that the buyers expect after the buying spree, which needs to be assured by the online retailers. The marketing campaigns should be carried out not only for hooking new customer, but to show to your target buyers that you care for them. Their mail boxes must reflect to the customers the warmth of the e-seller. If the web merchants keep them updated with the discount offers and deals, pronouncing news about the latest arrivals of the products and the like, the e-mail campaign is bound to bring in successful results.

Exercising the Option of Repeated Purchase

For every e-seller, it is the wish that a customer would come back for repeated purchases. In order to nurture a mutually satisfying bond, the potential buyers need to be informed and lured with the attractive deals and discounts. The smart buyers, who always engage in the price comparison mode before indulging in online buying, would love to come back to a site and use their spending power. It is crucial to keep your customers informed with the latest buzz and hot sales news. The inducing and persuasive tone in your mail content must make the recipient to feel the urge of clicking it and not skipping it.

E-mail marketing campaigns still have that edge

It is true that the e-businesses are caught up with the prevailing wed design trends, putting emphasis on content and hankering for exposure in social media, but email-marketing is still capable of offering the required business juice to the e-businessmen. So as an online business owner, you need to tap in the potential that email marketing offer in terms of retaining your customers as well as adding the new, valuable ones.

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Email Marketing to be backed by Responsive Design by the Retailers

Steve Burns Posted On - August 22, 2013

Email Marketing to be backed by Responsive Design by the Retailers
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With the incessant use of mobile devices and smartphones by the users, checking a mail no longer means waiting to turn on the PC or the chance to open your laptop. The mobile devices have stepped in and that too, with a bang. The recent survey conducted by Google shows that the users check the smartphones on an average of six times a day. It has also been revealed the true picture of mails being discarded with the frequency of mails popping up in the inbox almost speeding up insurmountably. The challenge for the e-sellers is not only to frame their sales pitch in a well-defined way for gaining success in e-mail marketing, responsive web design is the need of the hour.

Optimizing the E-Mail Marketing Campaign

The web merchants need to ensure they engage in optimizing the e-mails so that it can easily be read on smartphones. It is responsive design which is in high demand. Instead of sending one fixed e-mail that does not reassure that it will offer readability in all the mobile devices or smartphones as the screen sizes differ, responsive design can chip in with its role. Responsive design makes thing less time-consuming as it automatically adapts to the screen sizes of the devices in which the e-mails show up.

How the Retailers are empowered?

The business merchants get the privilege of modifying the different elements of the messages that they are delivering via email including the height, font, size and the like. Keeping in mind desktops, laptops, smartphones and other mobile devices whether it is trimming, chopping off or light moderation of the sales pitch, all can be managed essentially.

Some of the Top Tips for the E-Sellers on using Responsive Design for E-Mail

  • The marketers should think in a strategic way about their e-mail content. It can be considered as a grid made up of movable parts, which need to make an impact in different layouts
  • As the layout changes based on the screen size of a device, thinking about content management and rearrangement is essential
  • The purpose of the business message has to be well-defined and having a vision of how you want the recipients to interact with it is crucial
  • It has been proved that most e-mails for smartphones got the steady nods when displayed in a single column
  • The font size should be kept at a minimum of 22 pixels for headlines. For body copy it can be 14 if using HTML. It is said that small fonts are scaled up by smartphones, which is reflected on the layout. Playing with fonts should be done carefully as too thick, italic or curvy fonts can hamper the readability on small screens
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